Belgian Mobile Barometer

Mobile Site Barometer 2013

Where are the top Belgian retail companies in the Mobile Area?

Plan

• Study conducted by Mobilosoft• How to satisfy your SoLoMo consumers • Retail Mobile Barometer 2013

2

Study Conducted by Mobilosoft

• 354 websites of the top Belgian retail companies tested in March 2013 (Top Trends)

• Comparison to the study conducted in June 2012

• 31 sectors

Goal: Where are the top Belgian retail companies in the mobile area and how are they performing

since last year?3

Plan


4

Appearing on smartphones is critical

In Belgium, more than 2 in 5 people own a smartphone.

However, the situation is alarming: Less than 20% of Belgian

retailers have a mobile website!

5http://services.google.com/fh/files/blogs/our_mobile_planet_belgium_fr.pdf

It is time to satisfy your SoLoMo consumers!

So• 71% visit Social Networks

Lo

• 79% use their smartphones to look for local products or services

• 84% take action afterwards

Mo

• Smartphones are part of our daily lives• The penetration rate is increasing

http://services.google.com/fh/files/blogs/our_mobile_planet_belgium_fr.pdf 6

If your mobile website can offer consumers a satisfying web experience, they will be more willing to Return to your website

Visit your stores

Make purchases!

Increase traffic and conversion rates to your physical stores

7

Nearly ¾ of mobile users say they are more likely to return to mobile-friendly sites (Google Research).

GOOGLE RESEARCH, http://searchenginewatch.com/article/2208496/72-of-Consumers-Want-Mobile-Friendly-Sites-Google-Research, Sep 2012

Plan


8

In one year, the number of mobile websites grew only 7%!

Slow improvement for several sectors (i.e. Automotive, Chocolate, Hotel & Catering and others)

9

17%

83%

2013

Mobile websitesNon-mobile websites

10%

90%

2012

Mobile websitesNon-mobile websites

When a site is not designed for mobile devices:

Not having a mobile website helps your competitors

10GOOGLE RESEARCH, http://searchenginewatch.com/article/2208496/72-of-Consumers-Want-Mobile-Friendly-Sites-Google-Research, Sep 2012

48% of your potential consumers are annoyed and frustrated. Moreover, 52% are less likely to do

business with you.

61% of mobile users turn to competitors to find what they are looking for.

Your brand loses credibility and its reputation is damaged. (i.e. through word of mouth)

Not all mobile websites are functional!

11

To access certain functionalities such as the catalogue or the store locator, the mobile website links to pages that cannot be viewed on mobile devices.

2013 20127% 6%

Non-functional

Functional

SECTOR ANALYSIS

12

0%

10%

20%

30%

40%

50%

60%

2013 2012

How does each sector perform?

13Sector based on Top Trends 30.000 nomenclature

Catering and Hotels have adapted more effectively

14

FashionTraditional retail

CosmeticsDIY

FurnitureSport center

SportsElectronics

PetrolShoes

ServicesLingerie

TransportTyre

ChocolateKitchen

TravelHandbags

AutomotiveNautical

HotelRestaurant

0% 10% 20% 30% 40% 50% 60%

56%

Toys

Some sectors do not even have mobile websites!

15

Accessories

Retail

Baby

Press

Decor

TruckingTelephony

Hair Stylists

FUNCTIONALITY ANALYSIS

16

Optimize your mobile website to suit different behaviors

These critical functionalities should always be visible for your consumers!

Consumers use their smartphones to find essential information

quickly and easily

Catalogue of products / services

Promotions

Price

Points of sale

17

Store locator Promotions Catalogue Social networks Link to the website

78%

27%

88%

42%

63%

However, not all mobile websites provide these essential functionalities for their consumers

Promotions and links to social networks are lagging behind.

18

Store locator

Promotions

Catalogue

Social networks

Link to the website

78%

27%

88%

42%

63%

71%

21%

76%

35%

65%

The catalogue is still the most commonly offered functionality

But it is not yet automatic for all websites!

19

Dark color: 2013Light color: 2012

WEBSITE LOAD TIME

20

2G 3G 4G Wi-Fi

35.32

7.13

3.80 3.10

35.32

7.12

3.79 3.09

Average 2013

Average 2012

21

Improvement in average load times (in seconds)

Mobile site load times have shortened slightly. Yet, they are still not fast enough!

2G 3G 4G Wi-Fi

24.05

5.152.91 2.44

27.52

5.713.13 2.58

Mobile websites 2013Mobile websites 2012

Mobile websites

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2G 3G 4G Wi-Fi

37.58

7.533.98 3.23

36.18

7.273.86 3.14

Desktop websites 2013Desktop websites 2012

Desktop websites

Improvement in average load times (in seconds)

But consumers are demanding

There is one thing mobile users will never overlook:

The load time of a web page!

23

Did you know?

EQUATION RESEARCH, What users want from mobile, Feb 2011

78% are willing to retry a website two times or less if it does not work initially. 50% are unlikely to return to a website that they had trouble accessing from

their mobile phone. 57% are unlikely to recommend the site.

71% of global mobile web users expect websites to load on their mobile

phone as quickly or faster than on the computer they use at home. 59% expect a website to load on their mobile phone in 3 seconds or less. 74% are willing to wait 5 seconds or less for a single web page to load

before leaving the site.

Less than 5 sec 5 - 10 sec 10 - 25 sec 25 - 50 sec 50 - 75 sec > 75 sec

15%

27%

32%

14%

5% 7%

18%15%

41%

12%

6%9%

2013 2012Mobile websites2013 Average = 24.05 sec

2012 Average = 27.52 sec

24

Less than 5 sec 5 - 10 sec 10 - 25 sec 25 - 50 sec 50 - 75 sec > 75 sec

9% 9%

27% 27%

16%

11%11% 10%

32%

24%

12% 12%

2013 2012Desktop websitesAverage 2013 = 37.58 sec

Average 2012 = 36.18 sec

2G Speed

Acceptable

Acceptable

Less than 3 sec 3 - 5 sec 5 - 10 sec 10 - 15 sec More than 15 sec

44%

29%

15%

5% 7%

32%

38%

15%

6%9%



25


18%

24%

31%

17%

10%

20%

26%

32%

13%

9%

2013 2012Desktop websites2013 Average = 7.53 sec


3G Speed

Acceptable

Acceptable

Good

Good


44%

25%

19%

10%

2%

32%35%

18%12%

3%



26


17%

25%30%

24%

3%

18%

28%31%

21%

3%



4G Speed

Acceptable

Acceptable

Good

Good


49%

34%

7%10%

0%

44%

29%

15% 12%

0%



27


25%29%

33%

12%

1%

26%31% 29%

13%

1%



Wi-Fi Speed

Acceptable

Acceptable

Good

Good

NUMBER OF FILES

28

Average Mobile websites Desktop websites

28.28

19.69

30.0028.09

21.00

28.86# Files 2013 # Files 2012

29

The number of files on mobile websites is decreasing way too slowly

• Increase in the average number of files on desktop websites

• Slight decrease in the average number of files on mobile websites

Standard: 10 files

Less than 5 5 to 10 10 to 15 15 to 30 More than 30

14%

22%20%

27%

17%

6%

24%

12%

26%

32%

2013 2012Mobile websites

30

Less than 5 5 to 10 10 to 15 15 to 30 More than 30

8% 8%12%

32%

40%

8%10% 10%

35%38%2013 2012

Desktop websites

Average number of files

PAGE SIZE

31

Average Mobile websites Desktop websites

817.90

554.19

870.64824.30

637.44

844.73

Page Size 2013 Page Size 2012

32

Average page size (kB)Standard: 87 kB

• Increase in the average page size on desktop websites • Slight decrease in the average page size on mobile

websites

0 to 50 kb 50 to 75 kb 75 to 100 kb 100 to 125 kb 125 to 200 kb 200 to 300kb More than 300 kb

10%

3% 3%8% 10%

15%

49%

12%

3% 3%6% 6%

15%

56%

2013 2012Mobile websites

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0 to 50 kb 50 to 75 kb 75 to 100 kb 100 to 125 kb 125 to 200 kb 200 to 300kb More than 300 kb

7%1% 2% 3%

7% 8%

73%

7%2% 3% 3% 5%

11%

69%2013 2012Desktop websites

Average page size

OTHER SPECS

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13%

87%

No Flash 2013

FailPass

17%

83%

No Flash 2012

FailPass

13% of websites cannot be viewed on iOS

Mobile websites Desktop websites

100% 84%

16%

2013

Fail Pass

35

Only 2% more optimized code!

Mobile websites Desktop websites

37% 22%

2013

Fail Pass

77%

23%

2012

Fail

Pass

75%

25%

2013

Fail

Pass

36

ABOUT MOBILOSOFT

37

We manage the virtual presence of Physical stores

We publish your store data

39

A mobile site that features what your customers really need:

Your stores Your promotions Your catalogue Links to your social networks

We manage your mobile website

Test it:http://m.carrefour.eu/

We make sure your local promotions are well referenced

On Foursquare, your mobile website and Google

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And tomorrow, we’ll even personalize the content of your mobile sites

…

form into Mobilosoft site

Intelligent Scenario

Get a personalized offer per sms

See & use personalized

offer on mobile site

Intelligent Scenario: new

coupons, forms,…

All of this is done via a single tool

Centralize the data management

And synchronize across all platforms

Today, we manage the virtual presence of more than 7000 point of sales in 14

countries

Business

Belgian Mobile Barometer