After years of anticipation, the mobile Web is finally on the move. By 2013, the US mobile Internet audience is expected to reach 134.3 million users.i One network alone, AT&T, has seen its mobile data traffic increase by fifty times in just the last three years.ii And perhaps the biggest name in mobile consumer products, Apple's iPhone, has stimulated 3 billion mobile application downloads since the opening of the App Store less than two years ago. With recent advances in mobile commerce, advertising cannot be far behind. In fact, the industry anticipates a $1.56 billion mobile advertising market by 2013.iv Google and Apple have both made high-profile mobile ad network acquisitions that are helping to fuel expectations.
W H I T E PA P E R
Great Expectations:
What Users Want From the Mobile Web Experience
www.gomez.comCOMPANIES FEEL THE With mobile, your Website is literally in your customers' hands. MOBILE IMPAC T But are you ready to meet their expectations?Mobile Websites and applications are After years of anticipation, the mobile Web is finally on the move. By 2013, the US mobile ichanging the way we do business. Internet audience is expected to reach 134.3 million users. One network alone, AT&T, has iiConsider these examples: seen its mobile data traffic increase by fifty times in just the last three years. And perhaps . eBay: Its iPhone app has generated $400 the biggest name in mobile consumer products, Apple's iPhone, has stimulated 3 billion iiimillion since launching in 2008 mobile application downloads since the opening of the App Store less than two years ago.
. Pizza Hut: In three months, Pizza Hut's With recent advances in mobile commerce, advertising cannot be far behind. In fact, the ivmobile app surpassed $1 million in sales industry anticipates a $1.56 billion mobile advertising market by 2013. Google and Apple have both made high-profile mobile ad network acquisitions that are helping to . Marriott: More than $1.25 million in fuel expectations. bookings in the first 100 days of its mobile Website launch Behind the scenes, exploding smartphone sales are further driving this boom. Morgan Stanley predicts smartphones will out-ship the global PC market (that's desktops, laptops vand netbooks combined) by 2012. Smartphones already beat basic feature phones by vi viia factor of five times in complex services usage, such as email and Web browsing.
With great power comes great responsibilityThe combination of more sophisticated devices, more powerful browsers and superior connectivity - today's WiFi and 3G networks speeds can be as much as six times faster than their 2G and 2.5G predecessors - have elevated end-user expectations.Consider the results of a recent Gomez study of more than 1,000 US mobile Internet users: 58% of users expect Website load speeds on their mobile devices to be comparable to, or better than, what they experience on their desktops.
Web page load expectation - mobile vs. home/laptop computer
A recent Forrester Research study found similar results: today's patience threshold for the "wired Web" is just two seconds for page load time, down from four seconds only three years ago. Looking ahead, expectations will only continue to rise. Within twelve to sixteen months, the next generation in mobile connectivity, 4G networks, will make smartphones smarter, networks faster - and end-users even more eager for immediate interactive gratification.The message is clear: mobile users may be willing to trade some functionality for the convenience of mobile connectivity, but they will not sacrifice speed or availability.
W H I T E PA P E R - G R E AT E X P E C TAT I O N S : W H AT U S E R S WA N T F R O M T H E M O B I L E W E B E X P E R I E N C E 2A look at four bellwether verticalsIn the following pages, we'll examine performance statistics and research gleaned from four key verticals: search, retail, banking and airline. These high-impact, high-traffic, areas expose crucial insights on the relationship between mobile Web performance and market leadership.The data presented is a summary based on the following two key performance metrics that Gomez mobile Web benchmarks measure on a continuous basis:. Response Time - How fast a given mobile Website homepage or multistep transaction loads.. Availability - Percentage of successful mobile Website homepage or multistep transaction downloads out of total download attempts.For more information concerning Gomez's mobile Web benchmarks please refer to the benchmark methodology section at the end of this whitepaper.With Gomez's research, you can compare your own site's mobile Web performance to industry leaders across two vital metrics: Website availability and response time. Website availability is a measure of your ability to be reached - after all, your "store" will only make money when it's open to customers. And response time is directly tied to consumer behavior. Bing has found that a slowdown as small as 2 seconds leads to a 4.3% reduction in revenue per user. By measuring your performance against the best, you gain a more precise understanding of wher... [download for more]
