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BizReport : Mobile Marketing : April 20, 2012

Web performance leaves tablet users disappointed

Retailers that fail to recognize and leverage the rising popularity of tablets are missing out on sales, according to new research from technology performance firm Compuware.

by Helen Leggatt

Tablet users expect their web browsing experience to be every bit as good as on a PC, found Compuware's March 2012 study. However, many are being disappointed leading to abandoned pages and missed sales.

According to Compuware's study, 70% of tablet users expect websites to load as fast as they do on a PC - in 2 seconds or less. Yet slow load times are the most frequently cited problem (66%), followed by site crashes (44%), problems with site functionality (42%) and issues with site format (40%).

Slow website performance usually leads to abandoned pages and missed sales although, according to Compuware, nearly half of tablet users will give accessing the website one more go if the first attempt fails.

"Consumers and enterprises have embraced tablets in large numbers for everything from web browsing and social networking to key business applications that increase employee productivity and drive revenue," said Steve Tack, CTO of Compuware APM.

"However, based on the survey results, companies are not meeting tablet users' web experience expectations. Tablet users represent a coveted audience that in general tends to spend more per order, so organizations that ignore tablet users do so at their own peril," he added.

Tags: mobile Internet, mobile marketing, social networking, tablet

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