A new report launched today reveals that a third (32%) of the UK’s top retailers don’t have a mobile shopping app.
The report, called the State of Digital Commerce, which was commissioned by Episerver, examines the retail and ecommerce trends set to shape 2017. It highlights that nearly a third of top retailers (32%) fail to provide a mobile application across either iPhone or Android devices.
In addition, 66% of marketing professionals no longer include mobile apps within their mobile marketing campaigns. Instead, the majority (56%) are choosing a responsive mobile presence, with 80% of the top retail brands opting for a responsive e-commerce site.
Commenting on this finding David Bowen, Head of Product of Episerver, says: “In 2017, mobile is going to play a bigger role than ever before in both marketing and retail. Our research shows that smartphones have reached near-complete adoption in the UK, with ownership of tablet devices also now pushing 70%. Yet while mobile commerce is going to be hugely important for today’s retailers, mobile apps are going out of style.
“This switch from mobile apps to in-browser experiences is largely being driven by the surge of mobile search and traffic, consumers have grown accustomed to managing their lives through a web browser. As such, the idea of manually installing and launching a different app for each brand experience seems like an unnecessary hassle.”
To find out the other top digital commerce trends for 2017, download the full Episerver Beyond Mobile: The Future of Digital Commerce report from //goo.gl/ixANwH