In the space of just a year, the number of Americans using smartphones and tablets to access online retail sites has increased by a staggering 87 percent, according to a study released this week by comScore. Though not everyone browsing ends up buying – many just passing the time on a commute or feigning busyness while waiting at the bar – we do know there are many consumers who log-on specifically to make a transaction only to find that they can’t. Literally, can’t.
This frustration is particularly common among big-ticket buyers with large incomes, who, ironically, are much more likely to own smartphones and tablets and use them in an m-commerce capacity. Despite today’s connected, multi-platform Internet culture, one-third of luxury brands still don’t maintain mobile-optimized sites; and of the two-thirds that do, only one-third offer an m-commerce functionality.
Whether these brands opt out of m-commerce to remain elusive or because they fail to recognize that their content doesn’t translate from their main site to their mobile site is immaterial. When a consumer can’t buy something on their iPad, it doesn’t matter why, it only matters that they can’t. With mobile sales projected to quintuple over the next five years, much of that growth in the luxury domain, these lagging companies are sure to suffer losses in revenue and ultimately, brand loyalty.
For more on luxury brands and mobile commerce, check out L2’s most recent Digital IQ report on the subject.