Smartphone users 'appier with mobile websites

Just as retailers were getting comfortable with apps as the bees knees for attracting eyeballs to their holiday deals, latest gadget or gizmo, comes news that the majority of Americans prefer using mobile websites.
In its third annual consumer survey of 3,000 U.S. consumers, Siteworx  discovered that when shopping on a smartphone, the majority (63%) of consumers prefer a retailer's mobile website, while only 37% favoured the app.
A year ago, 56% of smartphone owners preferred to shop from sites, compared to 63% now. On the positive side for apps, speed tops deals. More consumers would download an app because it is faster than a website, compared to those who would download it for special offers.
"Speed is king," said Patricia Mejia, chief marketing officer of Siteworx. "Web site and application response times are paramount, and while they are what happens in the background, they have a tremendous impact on experience and conversions.
Other factors that would encourage app downloads, according to Siteworx include:
- Special offers (29%);
- Streamlined checkout process (24%);
- Loyalty benefits (20%).
The lesson for Australian businesses is simple. Whether you're a law or accounting firm, real estate agent or florist, those businesses that lose focus on the customer-facing aspects of the mobile experience will lose market share. So, it's imperative that you choose the mobile solutions that suit your customers and their expectations. It's also a no-brainer that your website is mobile optimised.

Greg Oddy
Digital Marketing Consultant
3rd Generation Responsive Design Websites - http://www.internetwebmarketing.com.au/websites.html