A recent survey from Kentico Software revealed that most smartphone and tablet owners won’t return to websites that don’t optimize for their devices. New data from TheFind shows another side to this problem. The survey of tablet owners found that among those who say their tablet is not their preferred device for shopping online, a leading 40% said that’s because they feel retailers’ tablet applications and sites don’t offer the same experience as their standard websites. The next most common answer? That the checkout process isn’t always optimized on tablet devices, cited by 35%.
Problems with optimized sites and experiences were more commonly cited than beliefs that product pictures are too small (29%) or concerns about entering payment information (28%).
Overall, lack of optimization of retailer websites and apps counts as the biggest pet peeve for 49% of tablet shoppers.
Failing to connect with tablet owners and provide them with a rich experience can be a significant missed opportunity for retailers. 87% of tablet owners responding to the survey indicated that they use their tablets to browse for products online. What’s more, 71% purchase products on their devices, with 41% doing so at least once a month and 12% doing so more than once a week.
While writing this article I did a whole non-scientific survey of five major property portals in Europe. Now these are all portals that are very well known and are market leaders in their own countries. What I found was that out of the five, only two had optimized for the iPad. These portals will remain nameless, but you know who you are.
There is no reason, none at all, that every portal should not have a mobile site and tablet site. The more accessible we make our products and services, the more our visitors will come and stay at our sites and consequently, the more listings they will look at. At the end of the day it’s a question of numbers, and the more you have the better it is. After all, it’s what changes a number two player in the market to the market leader.
About the Data: The survey was conducted online within the United States by Harris Interactive on behalf of TheFind from March 26-28, 2013 among 2,060 adults ages 18 and older, among which 572 are tablet owners. This online survey is not based on a probability sample and therefore no estimate of theoretical sampling error can be calculated.