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Mobile Engagement

Retailers may want to double-check their services, as three quarters of consumers say they will abandon slow or buggy apps and buy elsewhere. 75 per cent of the customers questioned in Dynatrace’s global survey said they would lose patience with poor apps and shop with competitors instead.

Apps must make a good first impression, too, as 47 per cent of consumers said they will only wait three seconds for a mobile site or app to load before going elsewhere.

Nearly a third said they would not use a mobile site or app again if it fails to work first time.

The importance of apps and sites should not be underestimated, as 42 per cent of consumers plan to do more Christmas shopping on their phones and tablets this year than in 2014.

62 per cent of millennials will also use their devices to compare prices, check reviews and download discount vouchers while shopping in-store.

Additionally, 51 per cent of millennials are likely to complain about poor online shopping experiences on social media.

Dynatrace solutions vice president Michael Allen said firms need to learn from online problems that retailers have experienced on previous Black Fridays.

“For those that are planning to run sales promotions this time around, it’s vital that they learn from last year’s mistakes and ensure their physical and digital business infrastructure can handle the increased footfall,” he said.

“It’s also important to remember that it isn’t just about website performance. Recent research found that consumers will be doing more shopping on their tablets and smartphones than ever before this Christmas.”

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