UK Retailers: Are Your Websites Ready for The Holiday Season?
UK retailers are being told to optimize their mobile websites as the latest MRG Capgemini Quarterly Benchmarking Index predicts that one in five online sales will be conducted through a mobile. In Q2 2012, 11.6% of UK online purchases were already being made through a mobile or a tablet. These numbers accompany the UK’s high smartphone penetration - in a recent survey, Intelligent Environments and YouGov, recorded that 51% of UK adults own a smartphone.
However, UK retailers do not seem to be following this trend. According to the Internet Advising Bureau, out of the country’s top 100 brands, only forty were found to have optimized their websites for mobile use. Those retailers who had mobile-optimized websites saw an increase in the time spent on the site and pages viewed by consumers.
Last week James Richards, the Director of Mobile at Intelligent Environments, told PYMTNS.com about the importance of the "Robo Shopper." These consumers choose to research futures purchases thoroughly, before heading to a shop or online retailer to complete the purchase. Richards highlighted the importance of integrating these practices with purchasing opportunities to turn the smartphone from a research tool to a buying point.
As buyers’ behavior evolves and UK smartphone usage increases, retailers need to adapt to the market to be able to fully take advantage of the market. 14 million UK smartphone users can become potential clients for UK brands, especially if mobile-optimized websites create purchasing opportunities through mobile phones.