Report: U.S. & U.K. Shoppers Continue to Spend More Time and Money on Mobile, Yet Even Top Ecommerce Sites Fail to Meet Need for Speed

VANCOUVER, BC, July 18, 2018 — Mobile usage trends in the U.S. continue to grow and mirror those of the more digitally advanced U.K., yet even top ecommerce sites are failing to live up to customer expectations for fast shopping experiences on the mobile web. That’s the conclusion of the Mobify 2018 Q2 Mobile Commerce Insights Report examining regional ecommerce trends and benchmarks across the U.S. and U.K. The report delves into page load benchmarks from 2,000 top ecommerce websites, a key indicator of meeting customer expectations, since Google reports that 53% of users will abandon a page that takes more than three seconds to load.

Download the Mobify 2018 Q2 Mobile Commerce Insights Report.

“Mobile usage in the U.K. is one step ahead of that in the U.S., so we wanted to look at ecommerce trends across the pond to predict what trends we will see next in the U.S.,” says Amanda Naso, Mobify Senior Manager of Business Intelligence. “All signs point to shoppers spending more time and money on mobile, so better experiences, particularly speed, is vital.”

The report notes that mobile sessions surpassed desktop sessions in the U.K. in 2015, while the U.S. reached the same tipping point a year later. Similarly, mobile revenue in the U.K. has been on par with desktop since the end of 2017. Mobile and desktop revenue in the U.S. are converging as well, with growth in both regions also showing parallels. With more users shopping and buying on mobile, and speed being a clear differentiator, one would assume there would be an increase in businesses giving more effort to their sites’ mobile performance.

“Not so,” says Naso. “We compiled a list of 2,000 top ecommerce sites and tested their page load speed to determine how the industry is measuring up to customer expectations. Only 10% of sites loaded in 3.1 seconds or less, while the median load time was 6 seconds.”

The report provides actionable insights to prevent shopper drop-off using technologies such as Accelerated Mobile Page and Progressive Web Apps.

“The median first-page load time for AMP is 1.1 second, while the median subsequent page load time for a PWA is 1.4 second,” says Naso. “Technology can help retailers and brands not only meet but exceed shopper expectations on the mobile web.”

Download the report at: http://resources.mobify.com/2018Q2MobileCommerceInsightsReport.html

About Mobify
Mobify is a digital experience platform for building modern, customer-first shopping experiences through Progressive Web Apps (PWA), Accelerated Mobile Pages (AMP), and native apps. Working as a seamless extension of ecommerce and IT teams, Mobify and its network of partners use the Mobify Platform to help retailers and brands drive immediate revenue with a friction-free shopping experience that’s up to 43% faster than previous generation mobile sites. The platform-as-a-service (PaaS) enables leading global brands to embrace a superior PWA experience on mobile, and then extend it across desktop, tablet, and other digital touchpoints. Mobify’s customers include digital innovators like Lancôme, Debenhams, Crabtree & Evelyn, Lilly Pulitzer, Payless Shoe Source, Carnival Cruise Line, US AutoParts, Hobbycraft, and PureFormulas.

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