44% Won’t Return to Sites That Aren’t Mobile Ready

Nearly half of respondents to a survey conducted by Kentico Software said they wouldn’t return to a site that wasn’t mobile ready.

Kentico’s Mobile Experience Survey targeted how online shoppers are continuing to evolve in the way they interact with brands on mobile devices. According to the survey, 85% of smartphone owners use their mobile devices to compare companies, products, and pricing before making a purchase.

Of those, 45% will do so from a store's actual location. But whether or not an online shopper makes a purchase depends on products or pricing  -- 78% of smartphone owners, 75% of tablet owners, and 69% of laptop owners say it also comes down to the look and feel of a company's mobile website.

Speaking of mobile websites, if they aren’t optimized efficiently, brands will feel it in their wallets. The survey reveals that 76% of smartphone users and 78% of tablet users return often to websites that look good and work well on their mobile devices. But when websites aren’t optimized for mobile, 44% indicated they will never go back and 52% said they won't return often.

Despite the rise in smartphone users worldwide, more shoppers (63%0 would rather shop in a physical location than online. What’s more, when given a choice, online shoppers seem to prefer larger screens over smaller ones, with mobile device preference shrinking along with screen size. When asked which devices typically provide the best shopping experiences, 48% said on a computer, 40% on a laptop, 9% on a tablet, and 3% on a mobile phone.

"Our survey suggests that while shoppers like the convenience of shopping online via mobile devices, they still want as much of an in-store experience as possible," Kentico CEO and Founder Petr Palas said in a release. "While it may be impossible for businesses to provide mobile shoppers with a 100% in-store experience, they need to make mobile shoppers feel as if they're truly in their stores, touching their products, talking to sales reps, and being catered to. Otherwise, they will lose business to those sites that do."

More than 300 U.S. residents at least 18 years old participated in the online Kentico Mobile Experience Survey during the month of April, 2013.

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