What Consumers Expect from Mobile Retail Sites - eMarketer

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What Consumers Expect from Mobile Retail Sites

Mobile makes up sizeable share of US retail ecommerce traffic

January 12, 2016

When it comes to a retailer’s mobile site, user reviews are the top feature that consumers expect to see, according to a September 2015 survey. Customer support is also key.

EPiServer, a global software provider, polled 1,060 US internet users ages 18 and older about their top mobile retail site features. More than half of respondents said they expect to see user reviews on a retailer’s mobile site.

Additionally, 38% of internet users said they expected easy and direct customer support. That same percentage also counted on a mobile retail site having an automatic adaptation of screen size.

Location-based functions or maps, as well as wish list functions, rounded out the top five list.

Retailers understand the importance of mobile. Indeed, research from Demandware found that mobile devices made up a significantly higher share of US retail ecommerce site traffic in Q2 2015 than they did a year before.

But while a majority of time spent engaging with digital retail content is via mobile devices, the channel only accounted for 13% of US digital retail sales in Q4 2014, per data from comScore.

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