John Lewis offers consumers in the United Kingdom the best mobile shopping experience, followed by Argos and Amazon U.K., according to the “Mobile Commerce 2014” report by EPiServer, a provider of web-based e-commerce technology.
EPiServer commissioned an independent survey of 1,000 smartphone and tablet owners in the U.K. The survey aimed to identify how mobile shopping habits, attitudes and
frustrations changed from its 2013 survey. EPiServer this year added questions to identify consumer attitudes towards “omnichannel” shopping, shopping both in stores and through digital means, and emerging mobile commerce features.
This year, 44% of smartphone owners in the survey own Android phones, 38% iPhones, 8% Blackberry smartphones, 7% Windows smartphones and 3% other smartphones, EPiServer finds.
Despite representing the largest segment of smartphone owners, consumers using Android devices are least likely to make purchases on their smartphones. “The lack of retailer apps on Android may explain why app-based shopping is not as popular, but the reluctance for Android users to buy via mobile sites suggests this group is less engaged with mobile commerce,” the report says.
Windows mobile device users are most likely to make a purchase via a web site on a tablet, with 63% doing so at least monthly. The most frequent buyers via tablet apps are consumers using Apple iPads; similarly, Apple iPhone users are the most frequent buyers via smartphone apps.
Most U.K. mobile consumers are browsing the web on their mobile devices primarily while at home, with 64% citing “at home” as their primary browsing location. 80% of respondents say they browse the web using their tablets at home. Consumers also cite on public transportation, in bed and in the office as primary places they browse the web using mobile devices.
The EPiServer study also surveyed consumers about the mobile strategies of the Top 20 e-retailers in the U.K., according to research firm IMRG, looking at their mobile sites, iPad apps, iPhone apps, Android smartphone apps and Android tablet apps. The e-retailers were then given a total score out of 100%, with 100% being the best, and ranked. The average score for the 20 retailers was 47%.
Following are the consumer scores for the top 20 U.K. e-retailers:
John Lewis: 75%
Argos: 72%
Amazon U.K.: 71%
Amazon.com: 70%
Debenhams: 69%
Tesco: 67%
Your M&S: 65%
Next: 60%
ASOS: 57%
ASDA Direct: 54%
The Train Line: 54%
New Look: 39%
Netflix: 37%
Lovefilm: 36%
Currys: 30%
Thomson: 22%
B&Q: 21%
Tesco Direct: 17%
Apple: 16%
Thomas Cook: 8%