The Home Depot (NYSE:HD) ranked as the best mobile shopping experience, according to Episerver's Mobile Commerce Report 2015.
The do-it-yourself retailer has recently put a great emphasis on improving digital sales, and earlier this month it set a goal to reach $101 billion in sales by 2018, largely through North American stores and online efforts.
The research looked at the mobile commerce strengths of the top 20 retailers targeting U.S. shoppers, and it identified consumers' needs and expectations when shopping on mobile. The report ranked mobile sites on proficiency in the content and commerce competencies in respect to mobile strategy, mobile site navigation, mobile iPad app, mobile iPhone app, Android phone and Android tablet.
Forty-six percent of respondents cited speed and convenience as the number one reason why they browse products on mobile rather using a PC or going to a physical store. And another 63 percent said they will abandon a mobile site if it's difficult to access. In addition, 22 percent of users said that if the mobile site fails, they will go to a PC and another retailer.
As many as 68 percent of U.S. respondents are on mobile sites when at home.
What are consumers browsing on mobile? 39 percent said "physical stores." This number is higher in Europe, yet proves that U.S. brands need a strong, omnichannel strategy.
"Retailers must take a mobile-first approach to commerce, with consumers increasingly shunning their laptops and home computers to shop on smartphones and tablets instead, and as more than 50 percent of U.S. online adults access interactive content on their phones at least daily," said Bob Egner, VP of product marketing for Episerver. "Our research underscores that to deliver on a seamless, integrated omnichannel approach, marketers must align user experience with device capabilities. They should look to create unified experiences across all platforms, but must play to the specific strengths of each device or platform."
-See this Episerver press release
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