Consumers now spend more Internet time on mobile devices than desktop computers, but brands continue to play catch-up when it comes to making the mobile site experience as rich as the desktop version. L2’s Mobile report scores 68 brands based on their investments in commerce, content, loyalty, and omnichannel. Here are the key findings:
Mobile Commerce is Table Stakes…
Many brands scored higher on this dimension than in years past, suggesting large-scale use of m-commerce features such as mobile-optimized live chat and persistent cart functionality. Best-in-class brands like Walmart, Target, and Neiman Marcus are moving toward achieving equal commerce functionality on both apps and mobile websites.
But Content Leaves Room for Improvement
It has proven more difficult for brands to employ content elements such as lookbooks and UGC on mobile devices. Few brands score more than five points on L2’s 10-point rating scale, and only Rebecca Minkoff, Urban Outfitters, and Sephora display optimal parity between mobile web and app content.