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Mobile Great Expectations

Mobile Great Expectations

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Great Expectations

:
What Users Want From the Mobile Web Experience
WHI TEPAPER
www.gomez.com
WHI TEPAPER — GRE AT E XPE C TAT I ONS : WHAT US E RS WANT F R OM T HE MOBI L E WE B E XPE RI E NCE 2
With mobile, your Website is literally in your customers’ hands.
But are you ready to meet their expectations?
After years of anticipation, the mobile Web is fnally on the move. By 2013, the US mobile
Internet audience is expected to reach 134.3 million users.
i
One network alone, AT&T, has
seen its mobile data trafc increase by ffty times in just the last three years.
ii
And perhaps
the biggest name in mobile consumer products, Apple’s iPhone, has stimulated 3 billion
mobile application downloads since the opening of the App Store less than two years ago.
iii

With recent advances in mobile commerce, advertising cannot be far behind. In fact, the
industry anticipates a $1.56 billion mobile advertising market by 2013.
iv
Google and
Apple have both made high-profle mobile ad network acquisitions that are helping to
fuel expectations.
Behind the scenes, exploding smartphone sales are further driving this boom. Morgan
Stanley predicts smartphones will out-ship the global PC market (that’s desktops, laptops
and netbooks combined) by 2012.
v
Smartphones already beat basic feature phones by
a factor of fve times
vi
in complex services usage, such as email and Web browsing.
vii

With great power comes great responsibility
The combination of more sophisticated devices, more powerful browsers and superior
connectivity — today’s WiFi and 3G networks speeds can be as much as six times faster than
their 2G and 2.5G predecessors — have elevated end-user expectations.
Consider the results of a recent Gomez study of more than 1,000 US mobile Internet users:
58% of users expect Website load speeds on their mobile devices to be comparable
to, or better than, what they experience on their desktops.
COMPANI ES FEEL THE
MOBI LE I MPACT
Mobile Websites and applications are
changing the way we do business.
Consider these examples:
• eBay: Its iPhone app has generated $400
million since launching in 2008
• Pizza Hut: In three months, Pizza Hut’s
mobile app surpassed $1 million in sales
• Marriott: More than $1.25 million in
bookings in the frst 100 days of its
mobile Website launch
Web page load expectation — mobile vs. home/laptop computer
A recent Forrester Research study found similar results: today’s patience threshold for the
“wired Web” is just two seconds for page load time, down from four seconds only three years
ago. Looking ahead, expectations will only continue to rise. Within twelve to sixteen months,
the next generation in mobile connectivity, 4G networks, will make smartphones smarter,
networks faster — and end-users even more eager for immediate interactive gratifcation.
The message is clear: mobile users may be willing to trade some functionality for the
convenience of mobile connectivity, but they will not sacrifce speed or availability.
WHI TEPAPER — GRE AT E XPE C TAT I ONS : WHAT US E RS WANT F R OM T HE MOBI L E WE B E XPE RI E NCE 3
A look at four bellwether verticals
In the following pages, we’ll examine performance statistics and research gleaned from
four key verticals: search, retail, banking and airline. These high-impact, high-trafc, areas
expose crucial insights on the relationship between mobile Web performance and market
leadership.
The data presented is a summary based on the following two key performance metrics that
Gomez mobile Web benchmarks measure on a continuous basis:
• Response Time — How fast a given mobile Website homepage or multistep
transaction loads.
• Availability — Percentage of successful mobile Website homepage or multistep
transaction downloads out of total download attempts.
For more information concerning Gomez’s mobile Web benchmarks please refer to the
benchmark methodology section at the end of this whitepaper.
With Gomez’s research, you can compare your own site’s mobile Web performance to
industry leaders across two vital metrics: Website availability and response time. Website
availability is a measure of your ability to be reached — after all, your “store” will only make
money when it’s open to customers. And response time is directly tied to consumer
behavior. Bing has found that a slowdown as small as 2 seconds leads to a 4.3% reduction in
revenue per user.
By measuring your performance against the best, you gain a more precise understanding of
where your company stands — or where it needs to be.
Gomez’s mobile Website performance benchmark
for the search sector evaluates a number of
performance metrics including the response time
and availability of a 3-step transaction.
Gomez’s Mobile Web Benchmark — Search, April 2010
WHI TEPAPER — GRE AT E XPE C TAT I ONS : WHAT US E RS WANT F R OM T HE MOBI L E WE B E XPE RI E NCE 4
Mobile Search
If search is the 500-pound gorilla of the Web, it’s an even bigger beast in mobile. Given the
smaller screen size, hand-held devices encourage searching over browsing. More signifcantly,
the “anytime, anywhere” appeal of smartphones stimulate impromptu searching when
shopping, travelling or pursuing leisure activities.
In fact, the most recent search upgrades are designed to make mobile search even faster.
Google is leading a trend that would allow searches by location (leveraging GPS technology),
by pictures (using built-in phone cameras) and even by voice input.
The graph below reveals average mobile Website availability (up-time accessible to the user)
for a three-step search process across search industry leaders over the given time period.
“Tis link between increased usage and a faster user experience — be it search or mobile Gmail
— reinforces something we at Google have known for a long time: fast is better than slow.”
Robert Hamilton, Product Manager, Google mobile team
xii

Key take-aways:
• At its low-point, availability averaged 97.44%, which represents roughly 18 hours
of downtime per month.
• At its high-point, availability averaged 99.05%, which still represents 7 hours lost
each month.
• Leadership: The category leader was also the lead performer, with an average
of 99.62%.
• At the bottom end of the scale, category laggards dropped as low as 95.93%.
Gomez measured mobile Website response times using a consistent, three-step search
process with each search industry leader.
SNAPSHOT:
GOOGLE GOES MOBI LE
• ^· o| .o·oo·, 20¹0. Ooo¸|e |oJ 6S2/
of the US mobile search market. Yahoo
|o||o.eJ o| 3¹5/ o·J ||·¸ |·o||eJ o|
o J|·|o·| 02/
xiii
• |·o· .o·oo·, — ´e¡|e··e· 2009.
Google’s search page ranked #1 in
Nielsen’s top US Websites accessed
by mobile phones.
xiv

• Google had a unique audience
of 27,913,000 in December 2009
(The Nielsen Company).
Average Mobile Website Search Transaction Availability, March 2009 – January 2010
WHI TEPAPER — GRE AT E XPE C TAT I ONS : WHAT US E RS WANT F R OM T HE MOBI L E WE B E XPE RI E NCE 5
Key take-aways:
• Transaction response times hovered within a 6-9 second window throughout the
testing period.
• Leadership: The category leader had an overall average of 3.39 seconds.
• Category laggards dipped as low as 10.56 seconds.
Benchmarks your site should meet or beat:
Availability: The average availability for the search category was 98.47%, equal to 11 hours
of downtime/month.
Response time: Average response time (for a three-step transaction) for the top ten search
providers in an eight-month period was 7.40 seconds.
Average Mobile Website Search Transaction Response Times, March 2009 – January 2010
WHI TEPAPER — GRE AT E XPE C TAT I ONS : WHAT US E RS WANT F R OM T HE MOBI L E WE B E XPE RI E NCE 6
Focus on Mobile Commerce
Shopping is proving to be as popular on mobile devices as it has been on desktops.
Even in a recession year, ABI Research reports that mobile shopping increased more than
300% in one year, from $396 million in 2008 to $1.2 billion in 2009.
xv
Best Buy calculates
the number of its mobile visitors in FY2009 to be 6.5 million; in FY2010, they expect 17
million. In a survey of 2,000 smartphone users, Compete found that at least 68% of users
conduct some form of mobile shopping activity such as looking for reviews, shipping
information or store coupons.
xvi

Key take-aways:
• Average mobile Website home page availability between Dec. 2009 and
Jan. 2010 in retail hovered around 99.16%, the equivalent of about 6 hours of
downtime per month.
• Leadership: The category leader led performance with an availability average
of 99.88%.
• Category laggards went as low as 97.62%.
Key take-aways:
• Home page response times averaged 3.92 seconds between Dec. 2009
and Jan. 2010.
• Leadership: The category leader had an overall average of 2.05 seconds.
• Category laggards went as low as 5.90 seconds.
Benchmarks your site should meet or beat:
Availability: The average home page mobile retail home page availability was 99.16%.
“Mobile is very important to our strategy and will only become more critical as consumer
adoption and usage becomes more widespread”.
Steve Yankovich, vice president of platform business solutions and mobile, eBay
xviii
THE NI ELSEN GROUP RANKS THE TOP M- COMMERCE MERCHANTS
BY VI SI TOR VOLUME
xvi i
¯|e |o¡ |oo· o· o| Cc|o·e· 2009
1. eBay 503 ·||||o· .|·||o··. o¡ 26./ |·o· 39. ·||||o· |· Cc|o·e· 200S
2. Amazon.com 35¹ ·||||o· .|·||o··. o¡ 426/ |·o· 246 ·||||o· |· Cc|o·e· 200S
3. GameSpot 25S ·||||o·. o¡ 336/ |·o· ¹93 ·||||o· |· Cc|o·e· 200S
4. Netfix ¹S5 ·||||o·. o¡ 2406/ |·o· 543.000 |· Cc|o·e· 200S
WHI TEPAPER — GRE AT E XPE C TAT I ONS : WHAT US E RS WANT F R OM T HE MOBI L E WE B E XPE RI E NCE 7
Response time: Average response time in the category was 3.92 seconds.
Mobile Banking
Banking-related interactions are among the most data-intensive, security-sensitive and popular
of all activities on the Internet. The mobile Web is no diferent. From 2007 to 2008, Bank of
America experienced a 300% growth in mobile customers. In April 2009, the bank had 2.2
million customers; by December 2009, that number had risen to 3.5 million. Bank of America
attributes the opening of 150,000 new deposit accounts to its support for mobile banking.
xix

Independent research supports the bank’s enthusiasm for mobile. According to ABI Research,
by 2015 as many as 407 million people worldwide will bank by mobile phone, with 66
million from North America. To date, the global number of users banking by mobile phone
more than doubled between 2008 and 2009, and is expected to double again in 2010.
Average Mobile Banking Website Homepage Availability, March 2009 – January 2010
“Mobile banking for retail customers will become a staple no diferent than online banking.”
Marc DeCastro, research manager for consumer banking, IDC
xx

Overall, the banking industry made dramatic improvements in availability between March
2009 and January 2010.
Key take-aways:
• At its low-point, home page availability averaged 98.63%, representing about
10 hours of downtime per month.
• At its high, availability averaged 99.83%, equaling little more than 1 hour lost each
month.
• Leadership: The category leader led performance with an availability average of
99.70%.
• Category laggards averaged 99.01%.
WHI TEPAPER — GRE AT E XPE C TAT I ONS : WHAT US E RS WANT F R OM T HE MOBI L E WE B E XPE RI E NCE 8
Average Mobile Banking Website Homepage Response Times, March 2009 – January 2010
Average response times remained consistent, reaching a slight improvement towards
the end of the year.
Key take-aways:
• Home page response times maintained a steady average of around 3.5 to 4.5 seconds.
• Leadership: The category leader had an overall average of 3.02 seconds.
• Category laggards dipped as low as 5.08 seconds.
Benchmarks your site should meet or beat:
Availability: The average bank home page availability was 99.38%.
Response time: Average response time in the category was 4.00 seconds.
WHI TEPAPER — GRE AT E XPE C TAT I ONS : WHAT US E RS WANT F R OM T HE MOBI L E WE B E XPE RI E NCE 9
Mobile Airlines
The mobile Web is a perfect ft for customers on the go. In the airline industry, it means giv-
ing fyers the ability to buy tickets, check fights and get boarding passes from the devices
they have on hand.
Case in point: Nielsen reports that Delta Airlines’ mobile site and applications receive 995,000
unique visitors per month. And according to Jupiter Research’s “2010 Mobile Ticketing” re-
port, more than 2 billion boarding passes will be sold in 2010, with that number expected to
reach 15 billion people by 2014.
“Ever since launching our platform, m-commerce has been a vital part of our mobile strategy.
Many of our business customers use our mobile site to book their Lufthansa tickets.”
Marcus Casey, director of global online sales and mobile services, Lufthansa
xxiii
The airlines category took a signifcant availability hit in the late-spring, early-summer
of 2009.
Key take-aways:
• At its low-point, home page availability averaged 94.62%, which represents more
than a day’s downtime per month.
• At its high, availability averaged 99.46%, equivalent to little more than 4 hours lost
each month.
• Leadership: The category leader held an average of 99.72% availability.
• Laggards went as low as 91.18%.
Average Mobile Airlines Website Homepage Availability, March 2009 – January 2010
WHI TEPAPER — GRE AT E XPE C TAT I ONS : WHAT US E RS WANT F R OM T HE MOBI L E WE B E XPE RI E NCE 1 0
In response times, airlines demonstrated (on the whole) steady degradation.
Key take-aways:
• Leadership: The best airline had an average home page response time of
3.00 seconds.
• Category laggards went as low as 4.87 seconds.
Benchmarks your site should meet or beat:
Availability: For airlines, home page availability averaged 98.26%.
Response time: Average response time in the category was 3.92 seconds.
Average Mobile Airlines Website Homepage Response Times, March 2009 – January 2010
WHI TEPAPER — GRE AT E XPE C TAT I ONS : WHAT US E RS WANT F R OM T HE MOBI L E WE B E XPE RI E NCE 1 1
High expectations demand top performance:
How does your mobile Website compare?
As adoption increases, networks accelerate, and mobile devices become even more
sophisticated, mobile Web activity will prove increasingly important to just about any
enterprise. But with these greater opportunities comes higher expectations for performance.
Speed and availability are inherent requirements of the mobile channel. According to AT&T’s
Chief Technology Ofcer John Donovan, it’s not uncommon for iPhone owners to check a
stock 40 times a day. “Anytime a ‘Do Not Walk’ sign fashes in Manhattan, people pop on their
iPhones for that 30 seconds.” he says.
xxiv
With mobile Websites people expect quick, anytime
transactions that work fawlessly.
The mobile Website that fails to perform a transaction at speeds that mimic mobile behavior
— standing in line, stopped on a sidewalk, or sitting in a bus — is unlikely to get consumers
to use the mobile service again.
How well does your site perform on the mobile Web? Use the benchmarks established in
four key verticals to see how you compare to the trendsetters and performance leaders in
the mobile world.
Availability:
• Search — 3 Step Transaction: 99.62%
• Retail — Home Page: 99.88%
• Banking — Home Page: 99.70%
• Airlines — Home Page: 99.72%
• Your mobile site’s average availability: _________
Response Time:
• Search — 3 Step Transaction: 3.39 seconds
• Retail — Home Page: 2.05 seconds
• Banking — Home Page: 3.02 seconds
• Airlines — Home Page: 3.00 seconds
• Your mobile site’s average response time: _________
If you have limited insight into the experiences you deliver to your mobile customers, or
need to improve your mobile Website performance to meet or beat mobile leaders, it is time
to talk to an expert from Gomez. For deeper insights and assistance, call +1 781.778.2700 or
visit us online at Gomez.com.
WHI TEPAPER — GRE AT E XPE C TAT I ONS : WHAT US E RS WANT F R OM T HE MOBI L E WE B E XPE RI E NCE 1 2
Benchmark Methodology
Gomez created the Mobile Web Benchmark series to raise awareness of the importance of mobile technology
as a viable and important channel for Web application delivery. The purpose of the benchmark is to provide an
understanding of how industry leaders perform on the mobile Web. The benchmarks in the Mobile Web Benchmark
series include Gomez’s three fundamental metrics: Availability, Response Time, and Consistency
Gomez’s mobile Web benchmarks can be accessed on Gomez.com
Search Transaction Benchmark Methodology
The Gomez Search Transaction Benchmark represents the Availability, Response Time, and Consistency of a typical
Search application on a mobile device across the nation’s largest online search frms.
In order to select the frms for this benchmark, Gomez used comScore Inc.’s Expanded Search Query Report
published in July 2008.
´|e¡· |e·|o··eJ |o· |oc| ||··
Gomez developed a specifc task that a hypothetical mobile user wishes to accomplish. The task was predetermined
to ensure that there are no extraneous steps in the sequence and that an equal comparison across all frms is
enacted. The user’s intention for our testing scenario is:
• Home Page. Navigate to the home page of the mobile Web site. Type in a key word and select “Search.”
• Search Results Page. This page will contain specifc search results for the search term used in the script.
Retail Home Page Benchmark Methodology
The Gomez Mobile Retail Home Page Benchmark represents the Availability, Response Time, and Consistency of a
typical online retail home page on a mobile device across the nation’s largest online retailers.
In order to select the frms for this benchmark, Gomez used the top 50 retailers listed in the 2009 Internet Retailer
Top 500 Guide with a dedicated mobile presence.
Mobile Banking Home Page Benchmark Methodology
The Gomez Mobile Banking Home Page Benchmark represents the Availability, Response Time, and Consistency
of a typical OLB home page on a mobile device across the nation’s largest online banking frms.
In order to select the frms for this benchmark, Gomez used the combined top 10 banks that appear on the FDIC’s
top Holding 50 Bank Holding Companies by Deposits and Top 50 Commercial Banks and Savings Institutions by
Deposits.
Airline Mobile Home Page Benchmark Methodology
The Gomez Airline Mobile Home Page Benchmark represents the Availability, Response Time, and Consistency
of a typical airline home page on a mobile device across the nation’s largest online airline frms. Fortune 1000
companies rely on Gomez metrics to help maximize their Internet business efectiveness and to get the most from
their technology investments.
In order to select the frms for this benchmark, Gomez used the list of Top 10 US Passenger Air Carriers by Market
Share as determined by the Bureau of Transportation Statistics.
Availability
Availability measures the percentage of successful transactions out of the total number of transaction attempts.
Availability rates are dependent on a number of variables including availability of the mobile web site, ability to
process a transaction without error, and ability to complete each step of the transaction within a 60-second time
frame. Availability rates do not include server-side errors or technical errors incurred due to scripting problems.
These errors do occur from time to time and are refected with an N/A (not available or not applicable) message
on the benchmark. Data points from all tests run on multiple testing locations and are aggregated to calculate the
average availability for the test period.
Response Time
Response Time metrics refect the time required to download each page in an entire multi-step transaction
(including all embedded objects, JavaScript, and cascading style sheets). Data points from each successful test run
are collected from the multiple testing locations and are aggregated to formulate the average response time for the
test period. The resulting metric represents the average time required to execute the multi-step transaction without
factoring in user latency.
Frequency of Tests and Testing Locations
Gomez monitors home pages and transactions from four testing agents in each of three testing locations, one in
Lexington, MA, one in Chicago, IL and one in Seattle, WA. To access the mobile sites, Gomez’s testing infrastructure
uses nodes that are connected to the mobile internet. The tests simulate the Motorola RAZR V3 on AT&T, T-Mobile,
Sprint, and Verizon.
Scripting Technology
All transactions collecting the three Gomez metrics use scripts generated with the Gomez Script Recorder and are
deployed across the specifed testing locations.
Gomez
10 Maguire Rd, Bldg3, Suite 330, Lexington, MA 02421
General Inquiries: +1 781-778-2700
Sales:
USA +1 781-778-2760
UK +44 (0)1753 626 632
Germany +49 (0)40 53299 207
www.gomez.com
©2010 Gomez, Inc. All rights reserved. Gomez® is a
registered service mark. All other trademarks and service marks
are the property of their respective owners.
About Compuware Gomez
Gomez, the Web performance division of Compuware, provides the industry’s leading
solutions for optimizing the performance, availability, and quality of Web and mobile
applications. The on-demand Gomez platform integrates solutions for Web load testing,
Web performance management, Web cross-browser testing, and Web performance business
analysis that test and measure Web and mobile applications from the “outside-in” — across
all users, browsers, devices, and geographies — using a global network of over 100,000
locations. When combined with Compuware Vantage, Gomez ofers the industry’s only
solution for optimizing application performance across the Enterprise and the Internet.
Over 3,000 customers worldwide, ranging from small companies to large enterprises —
including 12 of the top 20 most visited US Web sites — use Gomez solutions to increase
revenue, build brand loyalty, and decrease costs.
i
http://www.emarketer.com/Article.aspx?R=1007236
ii
Mary Meeker, “Economy and Internet Trends” Morgan Stanley, October 2009
iii
http://www.apple.com/pr/library/2010/01/05appstore.html
iv
http://www.mobilemarketer.com/cms/news/research/4291.html
v
Mary Meeker, “Economy and Internet Trends” Morgan Stanley, October 2009
vi
North American Technographics benchmark survey, Forrester 2009
vii
North American Technographics benchmark survey, Forrester 2009
viii
http://www.mobilemarketer.com/cms/news/commerce/4248.html
ix
http://www.mobilemarketer.com/cms/news/commerce/4533.html
x
http://www.marriott.com/news/detail.mi?marrArticle=369815
xi
http://radar.oreilly.com/2009/07/velocity-making-your-site-fast.html
xii
http://googlemobile.blogspot.com/2008/03/fast-is-better-than-slow.html
xiii
http://www.itpro.co.uk/613828/idc-warns-banks-to-prepare-for-mobile-banking
xiv
http://blog.nielsen.com/nielsenwire/online_mobile/top-mobile-phones-sites-and-brands-for-2009/
xv
http://www.abiresearch.com/press/1605-Shopping+by+Moble+Will+Grow+to+$119+Billion+in+2015
xvi
http://mobile.venturebeat.com/2010/01/05/android-and-iphone-users-are-the-most-active-mobile-shoppers/
xvii
http://www.internetretailer.com/dailyNews.asp?id=33080
xviii
http://www.mobilemarketer.com/cms/news/commerce/4976.html
xix
http://www.internetretailer.com/dailyNews.asp?id=33124
xx
http://thefnanser.co.uk/fsclub/2009/12/bank-of-americas-mobile-numbers-are-shocking.html
xxi
http://www.internetretailer.com/dailyNews.asp?id=33124
xxii
http://www.siliconrepublic.com/news/article/15429/digital-life/use-of-mobile-boarding-passes-increase
xxiii
http://www.mobilecommercedaily.com/lufthansa-mobile-oferings-take-of/
xxiv
http://www.businessweek.com/technology/content/aug2009/tc20090823_412749_page_2.htm

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