Mobile shopping grows, but could do better

According to a survey of 1,000 UK smartphone and tablet users conducted by e-commerce and digital marketing solutions provider EPiServer, almost two-thirds of smartphone and tablet users access websites on a daily basis and more than a half shop via their mobile device at least once a week.

However, half of shoppers are encountering problems with the mobile e-commerce experience. The biggest problems are site upload speed; having to navigate both horizontally and vertically to view the page; difficulty logging in; links that are too small; and inability to easily complete transactions. The study suggests that retailers risk losing significant business by not meeting these mobile expectations, with 54% of consumers leaving the mobile site when they run into difficulty and over a quarter (28%) turning to a competitor.

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