In order to secure their customers' expectations in the run up to Christmas, retailers need to ensure their online and multichannel services are up to scratch.
According to research from Dynatrace - an application management company - 36% of UK smartphones owners would abandon a slow mobile experience and shop somewhere else if a website failed to load in three seconds or less.
The research also revealed that over 36% of UK smartphone users would leave negative reviews or complain on social media after poor website performance.
Erwan Paccard, solution marketing manager mobile and omni-channel at Dynatrace said: "The message from these findings is loud and clear: mobile is a primary sales channel and customers are unforgiving over a poor experience.
"During the run-up to the biggest sales period of the year, this signifies a huge risk to retailers. Digital channels demand an equally strong level of planning and commitment at physical stores."
The survey also revealed the trend of showrooming, where customers browse in store and buy online - 61% of consumers said they buy this way.
More online retailers are realising the need to provide slick service both online and on mobile. Sainsbury's for example, is currently trailing on developing a mobile shopping application.
Jon Rudoe, Sainsbury's digital and technology director said: "Now we've actually been working on that for a while, we started with a mobile scan-and-go product that enabled you to go around the store and scan products, pay on the phone, get a receipt and walk out.
"Now the next iteration is to create a list wherever you are, searching for products on the phone or scanning products in your kitchen - real digitised shopping.
"Something like 60% of our customers create a shopping list before they go to the supermarket," he says. "So we're not working on the periphery of our business - we're digitising the heart of the journey."
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