LONDON, U.K.--December 9, 2014 -- Dynatrace (formerly Compuware APM), the leader in usercentric application performance management (APM), today announced the findings of a survey of 4,548 smartphone and tablet owners, looking at their attitudes and approaches to shopping over the Christmas period. The survey was conducted by local research agencies in the United Kingdom, France and Germany. A separate survey was conducted in the United States by Harris Poll, providing a global perspective on consumer buying trends.
Key findings include:
"The message from these findings is loud and clear: mobile is a primary sales channel and customers are very unforgiving over a poor experience," said Erwan Paccard, Solution Marketing Manager Mobile & Omni-channel at Dynatrace. "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 as physical stores. The good news is, when they are well executed, websites and mobile apps barely need additional staff on duty for this important period."
When looking at shopping habits, the research showed that consumers are taking an increasingly omnichannel approach to their buying habits. This is not just in terms of how they choose to actually purchase items, but along the whole buyer journey from selection to gratification. Specifically, we can see the following:
The research also looked into how people prefer to shop and browse when using their mobile devices. Here we can see:
"As a retailer, you really can't think of your customers as web, or mobile or in-store; they are probably using all three. The US is often a key indicator of where the market is going in terms of technology adoption and consumer behaviour," Paccard concludes. "From the adoption of mobile apps over mobile websites, through to the growing use of mobile in all aspects of the buyer journey, mobile is a strategic medium for retailers. Yet the research shows that customer expectations vary across geographies with a general trend towards a multichannel approach; combining online, mobile and in-store in order to find the best deals. As such, brands need to think carefully about their digital strategy across channels to ensure they deliver a seamless and consistent experience to customers, regardless of how they choose to shop and browse."
SURVEY METHODOLOGY: The UK research was conducted by TNS, surveying 2,470 smartphone owners. The German research run by Toluna surveyed 1,000 smartphone/tablet owners, and the French survey run by Opinea included 1,028 adult participants with access to the mobile internet. The US research by Harris Poll surveyed 2,014 adults, of which 1,353 are smartphone/tablet owners.
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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