RSS feed Get our RSS feed

News by Topic

BizReport : Mobile Marketing : February 15, 2017

Majority of top UK retailers choose responsive design over mobile apps

The UK's top retailers are choosing a responsive mobile presence over mobile apps, according to a new report released this week by Episerver.

by Helen Leggatt

According to Episerver's latest 'State of Digital Commerce' report, smartphones have reached "near-complete adoption in the UK" and tablet ownership is at around 70%. However, despite mobile ecommerce being "hugely important" for retailers, a third (32%) of the UK's top retailers do not have a mobile shopping app.

The report, which looks at the mobile presence of 100 top UK retail brands, found that two-thirds (66%) of marketers are omitting mobile apps from mobile marketing campaigns.

Instead, the majority of retailers (56%) are choosing to focus on a responsive mobile presence. Eighty percent of the UK's top retailers have a responsive ecommerce website.

"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," said David Bowen, Head of Product of Episerver. "As such, the idea of manually installing and launching a different app for each brand experience seems like an unnecessary hassle."

Tags: apps vs. browsers, mobile, research, responsive design, retail

Subscribe to BizReport



Copyright © 1999- BizReport. All rights reserved.
Republication or redistribution of BizReport content is expressly prohibited without the prior written consent.
BizReport shall not be liable for any errors in the content, or for any actions taken in reliance thereon.