Belgians love smartphones. For two years, the number has doubled to 2.4 million units, to the point that 40% of Belgians have one. They spend an average of more than an hour and a half a day, and during this period they surf and visit social networks. They also perform local searches. Today, consumers want to search for products or services information, wherever they are and whenever they want. This new distribution channel is a real opportunity for retailers: the mobile content consumer demand is real, as well as the support. Unfortunately, on the side of retailers, the transition to the mobile communication is bad, or even not at all. Of 345 retailers analyzed, only one third of them have a mobile site. This situation becomes catastrophic when barely 1% of mobile websites are completely optimized for mobile use. Another point of catch: mobile sites load time, which has risen sharply this year (+ 30%) due to an increase in the number of files and page size to view. These two facts are frightening, given that 70% will not visit the physical store if they cannot find the information they are searching for. While it might really drive more traffic to physical stores, the mobile site as generally being developed, has just the opposite effect. The retailers must therefore make great efforts to offer their consumers well-optimized mobile sites. This will allow them to improve the consumer experience and ultimately to drive traffic to the stores.

1. 39%of Belgian own a smartphone
1,2M
2M
2,4M
95’
Smartphone users spend
95 min per day on their
smartphone
42%
of smartphone
owners search on
their smartphone
every day
SO
80% of
smartphone
users visit social
networks
SOCIAL
engage more
closely
LO
79% of
smartphone
users look for
local information
LOCAL
discover what’s
nearby
MO
54% of smartphone
users are influenced
by mobile site
interfaces to the
point to not visit
the POS
MOBILE
Customers are already mobile
What about retailers?
any time,
any place
2014
Belgium
The
STUDY
Mobile sites have
DOUBLEDDOUBLED
in one year !
2012 2013 2014
10%
17%
33%
News
Our stores
Social networks
Mobile websites are loaded
quickly.
Textes and pictures are
adapted to the screen size.
The lecture is easier
MOBILE SITE NON-MOB
ILE SITENews ContactsStores Press
Text are not fited to your
screen
loading
time is more important
Jo
46% of smartphone
users are annoyed by the
lack of optimisation of
mobile site
54%are annoyedby the
Sectors with the highest
number of mobile site
Sectors with the lowest
number of mobile site
AUTOMOTIVE HANDBAG RESTAURANT HOTEL
SECTORS WITH THE
LARGEST EVOLUTION
Hotel Sport
Center
Telephony
SECTORS WITH THE
SMALLEST EVOLUTION
Nautical Chocolate
ONLY1% OF MOBILE SITE ARE
COMPLETELY OPTIMIZED
87%OWN A PRODUCT
CATALOG
28%SUGGEST CURRENT
PROMOTIONS
84%OWN A STORE
LOCATOR
50%PROVIDE A LINK TOWARDS
DESKTOP SITE
52%PROVIDE A LINK TOWARDS
SOCIAL NETWORKS
?
WHAT A MOBILE
SITE OFFERS?
OPTIMIZED SEARCH EXPERIENCE FOR USERS
MOBILE SPECIFIC FEATURES
USER-FRIENDLY STORE LOCATOR
INCREASE OF THE
LOADING TIME
ON MOBILE
2012
27,5 sec
5,7 sec
3,1 sec
2,6 sec
2G
3G
4G
Wifi
2013
24 sec
5,15 sec
2,9 sec
2,4 sec
2G
3G
4G
Wifi
2014
40 sec
7,7 sec
3,9 sec
3 sec
2G
3G
4G
Wifi
WHY?
Rise of the number of files
and the size of the pages
of mobile sites
BUT
Consumers want to access
mobile site in less than
5sec,if not they leave it
Loss of
OPPORTUNITY
forretailers
ACCESSORIES RETAIL PRESS TRUCKING
Retail
Mobilosoft
obilosoftDrive traffic to your retail stores
@Mobilosoft
Facebook.com/mobilosoft
Linkedin.com/mobilosoft
Mobilosoft helps retailers to collect and manage their local
marketing data (POS information, promotions, events...) and to
spread it on multiple on-line media. Mobilosoft measures the impact
of this diffusion in order to help retailers to improve their
performances.
www.mobilosoft.com
ConclusionConclusion
Going mobile offers new opportunities for retailers. Customers
are spending more and more time researching on mobile.
Retailers have to present a website with a mobile-friendly
interface in order to follow customers in all their moves and in
their daily lives. Retailers proposing a mobile optimized site can
improve their customers’ experiences and drive traffic to their
stores.
In Belgium, the number of smartphone is on
the rise. The mobile device became a central
piece of consumers’ daily lives. Going mobile
creates massive opportunity for retailers.
2014
Provided by
Mobilosoft
MobileMobileBAROMETERBAROMETER
Provided by
10%USE FLASH, SO THEY ARE
NOT VISIBLE ON IOS
70%WILL NOT VISIT THE
PHYSICAL STORE
IF THEY CANNOT FIND
THE INFORMATION THEY
ARE SEARCHING FOR
Small screens
BIGopportunities
RISE OF VISIBILITY & RISE OF SALES
RISE OF IN-STORE CONVERSION
1
obilosoft
Drive traffic to your retail stores
Sources : Technology, Media & Telecommunications Predictions, Deloitte, 2014
KloudLess, OurMobilePlanet, Gfk Retail & Technology, Mobilosoft studies
slowness of non-mobile
websites