Consumer reviews of products is the No. 1 thing U.S. consumers expect when they visit a retailer’s mobile site, according to a recently released survey from e-commerce software provider Episerver, “Episerver Mobile Commerce Report 2015 – US.”

The online survey, conducted by research company ResearchNow, polled 1,000 U.S. mobile device owners. Mobile devices include both smartphones and tablets, and 60% of the survey respondents owned both.

After product reviews (54%), the next most common feature U.S. consumers expect is easy and direct customer support (38%), automatic adaption of screen size (38%), location-based functions or maps (35%), and wish list functions (27%). Only 8% of consumers say they expect social media integration that would let them share purchases with friends. Consumers could pick more than one response.

More than half (51%) of U.S. consumers ranked slow-loading mobile sites as their biggest frustration when browsing on a mobile device. When experiencing difficulties accessing a mobile site only 6% keep using the site. 42% of consumers leave the site, 26% access the site from their desktop later on, 14% try a competitor, 6% contact customer service, 2% leave negative feedback on social media, 3% have not experienced difficulties and 1% responded “other.” The survey didn’t ask consumers to define a slow or difficult to access mobile site.

In terms of mobile commerce, the top reason for browsing products on a smartphone rather than on a PC or in a physical store is speed and convenience (46%), according to the survey. The next most popular reasons were email offers, mobile coupons and brand affinity.

In the past six months, 35% of U.S. consumers purchased apparel on their smartphones, 31% purchased music, 25% a digital product, such as an app, ebook, music or video, and 24% an entertainment product, such as cinema tickets, concert tickets or restaurant gift cards. Consumers could pick more than one response.

Consumers picked at home as the place they most often use their smartphone to access websites (68%), at work was the next most often (10%), then in the car (9%), out shopping (6%), public transport (3%) and other (4%).

The survey also found:

• 56% of tablet owners use their device to browse the web every day
• 47% of U.S. consumers will be less likely to make a purchase from a mobile site if it is difficult to navigate

Episerver also ranked The Home Depot, Amazon.com Inc. and Safeway Inc. as the top three U.S. retailers in mobile commerce. Episerver determined its ranking by evaluating The National Retail Federation’s top 100 U.S. retailers, and rating those retailers on 76 criteria including mobile page load speed, ease of mobile log-in, ease of checkout, use of location data and customer service contact options.

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