Waltham, MA (PRWEB) November 19, 2014--Dynatrace (formerly Compuware APM), the leader in user-centric application performance management (APM), today announced findings of a new U.S. consumer survey on mobile shopping for the 2014 holiday season, revealing a huge surge in mobile holiday shopping activity this year. Nearly four of every ten smartphone and tablet owners plan to make more purchases with devices than in physical stores, and one of every four plan to use them to buy gifts even while they are standing in the aisles. The survey was conducted online in the U.S. by Harris Poll on behalf of Dynatrace. Download the 2014 Mobile Holiday Shopping Survey report here. Download the survey infographic here.
Mobile shopping is not just a complement to holiday commerce. It is now a primary touch point in digital customer engagement and a driving force in the way millions of shoppers search for and buy gifts, making mobile user experience vital to a winning holiday ecommerce strategy.
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Key findings on how a mobile tsunami is reshaping Black Friday, Cyber Monday and the run up to Christmas:
The survey also uncovered facts that underscore the importance of superior mobile performance, and the impact performance issues will have on mobile shoppers:
“Mobile shopping has transformed holiday commerce. In fact, retailers are at a tipping point – perform for mobile users, or perish at the hands of competitors,” said Erwan Paccard, Director of Omni-channel Strategy at Dynatrace. “Not only is mobile is on track to surpass in-store shopping, smartphones and tablets are accompanying customers into stores and becoming virtual shopping assistants. Furthermore, when users encounter poor performing mobile sites and apps, they use them to buy from competitors and broadcast their frustrations. Retailers who don’t prepare for the mobile holiday shopping storm do so at their own peril.”
The demand for mobile performance won’t end on Christmas Day. 2015 will bring a steady stream of other “peak” mobile shopping events – the Super Bowl, Valentine’s Day, Easter, Mother’s Day, Father’s Day, and before we know it, Back-to-School. These will all be “win or lose” opportunities when mobile websites and apps will need to hold up under very heavy traf?c, making it crucial for retailers to invest in and focus on mobile performance to remain competitive.
SURVEY METHODOLOGY: The 2014 Mobile Holiday Shopping survey was conducted online within the United States by Harris Poll on behalf of Dynatrace from October 8-10, 2014 among 2,060 (of whom 1,353 are smartphone/tablet owners) and October 14-16, 2013 among 2,025 (of whom 1,191 are smartphone/tablet owners) U.S. adults and adults ages 18 and older. This online survey is not based on a probability sample and therefore no estimate of theoretical sampling error can be calculated. For complete survey methodology, including weighting variables, please contact Kayla Siefker at kayla(dot)siefker(at)dynatrace(dot)com.
Dynatrace is the innovator behind the industry's premier Digital Performance Platform, making real-time information about digital performance visible and actionable for everyone across business and IT. We help customers of all sizes see their applications and digital channels through the lens of their end users. More than 8,000 organizations use these insights to master complexity, gain operational agility and grow revenue by delivering amazing customer experiences.
Learn more about the trends in online retail performance by downloading Dynatrace’s 2016 Digital Experience Report here.
To read more about Dynatrace's leadership in the APM market, click here.
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