3 Seconds or Else: Survey Results Shows Mobile Performance May Make or Break Holiday Sales
Detroit--November 19, 2013--Compuware Corporation (Nasdaq: CPWR), the technology performance company delivering a new generation of application performance management (APM), today announced results of a new consumer survey conducted online on their behalf by Harris Interactive, revealing substantial adoption of mobile shopping by consumers coming this 2013 holiday season. Download the survey report here.
This year, 49 percent of smartphone and tablet users intend to use their mobile devices to search for and/or buy gifts, and 36 percent plan to do more shopping via their devices this year than last. The findings also show that performance of retailers’ mobile websites and native applications can have a major impact on bottom line success during peak shopping periods, like Black Friday, Cyber Monday and beyond.
The study surveyed 2,025 U.S. adults age 18 and older, among which 1,191 are smartphone and/or tablet users, in advance of the holiday shopping season. The survey sheds light on what can be seen as increasingly widespread adoption of shopping via mobile devices, and how it can become a must-have investment for retailers if they’re going to keep up with holiday purchasing behaviors.
“The rapid shift to mobile shopping may seem like no surprise, but the pace – 66 percent of 18-34 year old smartphone or tablet users saying they will be using their devices to shop on-line this holiday season – has retailers scrambling,” said John Van Siclen, General Manager of Compuware’s APM business unit. “Mobile applications have more variables, like carrier latency, signal strength and battery life to contend with. Also, many mobile applications are simply less mature and less tested than their classic web counter-parts. The winners in the battle for mobile shoppers this holiday season will be those who did the prior-proper planning to assure their mobile applications are ready for the load and are proactively managed with the latest modern performance management technology.”
Key findings from the survey highlight the importance of new generation APM:
- Mobile Shopping Adoption: 49 percent of smartphone/tablet users intend to use their mobile devices to search for and/or buy gifts this year, with a remarkable 36 percent of users saying they will do more shopping in 2013 via their devices than last year.
- Mobile Performance is Critical: A resounding 37 percent of smartphone/tablet users will abandon sales to shop elsewhere if a retailer’s mobile site or mobile application doesn’t load within three seconds. The number who will abandon sites rises to 45 percent for smartphone/tablet users aged 18 to 34. One second too long and they’re lost to the competition.
- Mobile Generation Leading the Way: The younger the buyer, the more likely he or she is to shop by smartphone or tablet. In fact, 66 percent of “Mobile Generation” (smartphone/tablet users age 18 to 34 years old) will search and/or buy via mobile devices this holiday season and 53 percent will do more holiday shopping this year on their smartphone/tablet this year than last year.
- Barrier to Future Sales: Just one disappointed user is all it takes, as 29 percent of smartphone/tablet users who have a poor online shopping experience say they are likely to complain on social media. This means that disappointed users can cause substantial collateral damage to brand reputations through negative commentary and ratings.
- Mobile Devices Pose a Complexity Challenge:Retailers need to factor multi-device usage into their online strategies and user experiences, as 36 percent of smartphone and tablet users will use more than one device to search for or purchase gifts this holiday season. So, e-commerce organizations will need to deliver seamless and intuitive experiences across a wide range of device types and mobile browsers.
- Native Application Performance Will Be Essential: 34 percent of smartphone/tablet users will be using company-specific native applications this holiday season. This makes complexity challenges difficult as performance needs to be maintained across multiple application versions and platforms created for different devices.
View and download the survey infographic here.
The Compuware APM survey tangibly quantiﬁes how quickly mobile shopping is gaining steam, and the stakes for not putting APM at the center of retailers’ e-commerce strategies. The importance of performance does not end with the 2013 holiday shopping season. More “rush” events where mobile websites and applications are expected to perform under peak trafﬁc are right around the corner. The Super Bowl, Valentine’s Day, the Winter Olympics and the World Cup are a few upcoming opportunities to win or lose mobile customers.
For more information on how APM can make the difference between robust sales or empty shopping carts, visit Compuware APM’s “Maximize the Rush” program here.
This survey was conducted online within the United States by Harris Interactive on behalf of Compuware APM from October 14-16, 2013 among 2,025 adults ages 18 and older. This online survey is not based on a probability sample and therefore no estimate of theoretical sampling error can be calculated. For complete survey methodology, including weighting variables, please contact the Compuware APM press contact listed below.
Compuware APM is the leader in a new generation of application performance management. Unlike traditional APM solutions that are heavy, difficult and reactive, Compuware APM is light, smart and proactive. Compuware APM is built to manage the complexity of today’s most challenging modern applications including mobile, cloud, big data and SOA. Compuware APM optimizes and monitors tens of thousands of applications for more than 5,000 customers, large and small, around the globe. Through the lens of end-user experience, our customers enjoy faster performance, proactive problem resolution, accelerated time-to-market and reduced application management costs through smarter analytics, advanced APM automation and a unique performance lifecycle foundation.
To read more about Compuware’s leadership in the APM market, click here.