Limelight Networks(R) Research Identifies Mobile Commerce Features That Will Drive Conversions This Holiday Season and Beyond

Limelight Networks, Inc. today released innovation confirming that mobile shopping is becoming an increasingly significant factor in driving sales and overall brand affinity. The survey results prove that retailers who create smooth, rich mobile experiences can increase conversions and build their brands with consumers purchasing on their mobile devices, on their computers, and in the store. The study found that:

Respondents were asked how often they use their Internet-connected mobile device to purchase products other than downloadable apps, games, eBooks, and music:

The survey asked respondents where they complete purchases afterwards they have researched a product on their Internet-connected mobile device nevertheless did not purchase the product on that device:

Further, 71% of respondents report using their Internet-connected mobile device to innovation products during they are physically in the store.

"Even if respondents do not complete purchases on their Internet-connected mobile devices, they are using their devices as a source of product information earlier making purchases elsewhere," said David Hatfield, Senior Vice President, Sales and Marketing, Limelight Networks. "The mobile device has emerged as a gateway to retail engagement across multiple selling channels, and in a nutshell retailers who maximize the mobile shopping experience are best positioned to increase sales and overall brand loyalty."

Survey respondents ranked the importance of mobile shopping features to making the experience of researching and/or purchasing products on their Internet-connected mobile device a good one:

"Consumers do not want to wait - they want to without warning begin shopping on their mobile devices, making the time it takes to begin viewing, searching, and clicking on a site thoroughly critical," stated Jonathan Cobb, Mobility Solutions, Limelight Networks. "Evenly important to speed is the availability of rich product imagery, which provides the detailed information that consumers need when purchasing on their phones or researching the products they will buy in store or on the computer."

"Consumers are unwilling to suffer less than optimal mobile shopping experiences, with 80% reporting that they will instantly abandon a bad experience," said David Reisfeld, GM, Content Delivery Solutions, Limelight Networks. "Though 62% of respondents noted that they intend to return to the retailer at a later date using a computer, the retailer has all in all lost the immediate purchase and cannot guarantee that the buyer will ultimately complete the purchase henceforth. Even worse, nearly 40% of respondents indicated that they will actively avoid a retailer's unsatisfactory mobile site."

The survey asked respondents to provide written responses to two questions. The first question asked them to describe the ideal shopping experience when using their Internet-connected mobile device to technology and/or purchase products on a shopping site. The following comments are representative of the write-in responses received:

The second question asked respondents to state their biggest pet peeves when using their Internet-connected mobile device to technology and/or purchase products on a shopping site. The following comments are representative the write-in responses received:

Initially, a total of 1,052 consumers entered into the survey. The first question asked consumers to select from a list which, if any, Internet-connected mobile device they own. Only those who own smartphones that use an iOS, Android, or Windows operating system and/or who own a tablet could continue taking the survey, which included 771 respondents. Respondents were at that time asked if they had before researched and/or purchased a product on a shopping site using their Internet-connected mobile device. Respondents who answered "yes" were allowed to continue the survey, which included 520 respondents. Along these lines, a total of 520 respondents completed the survey, and only their responses are included in the results. 

Copyright © 2011 Limelight Networks, Inc. All rights reserved. All product or service names are the property of their respective owners.