APAC Report 2018MASTERSOF MOBILE每日免费阅读行业报告1、每日星球内分享10+精品报告；2、不定时分享国际投行报告，脱水研报等；3、行业报告均为公开内容，版权归原作者所有，星球仅分享内部学习。扫描右侧二维码即刻加入【行业报告（免费） 】星球（此页只为更多需要行业报告的朋友提供便利，希望不会影响您的阅读，谢谢理解！）Consumers have high expectations of mobile sites, which play a critical role in their purchase decisions. 53% of them will abandon a mobile site that takes more than 3 seconds to load.1 In APAC, 60% of consumers conduct pre-purchase research on smartphones2.Google commissioned Accenture Interactive to benchmark the user experience of the highest-trafficked mobile sites in APAC. The research assessed over 720 mobile sites across three industries – financial services, retail and commerce, and travel – in 15 countries across Asia Pacific.The next steps for many sites in APAC are to go from good to great. Most sites achieved average to above-average scores, doing best on product pages and worst on speed. Monex Securities (JP), CaratLane (IN) and HK Express (HK)top their industries as mobile masters in the region. This report celebrates the top ten sites in each industry and showcases what they do as best practices.EXECUTIVE SUMMARY1. Google Research, Webpagetest.org, sampled 11M global mWeb domains loaded using a globally representative 4G connection, Jan. 2018.2. Google/Kantar TNS, “Path to Purchase Study”, March 2017, IN, AU, NZ, JP, KR, CN, TW, KR, SG, TH, VN, MY, ID, PH, n=26,000+ respondents.Copyright © 2018 Google. Research provided by Accenture Interactive. All rights reserved.79% of APAC consumers will still look for information online, even at the point of sale in store60%of APAC consumers do pre-purchase research online using a smartphoneSmartphones act as a catalyst for consumers todo research in the moment, which often triggers a visit to the store or a purchase 55%of APAC consumerswho purchase online prefer to do it on a smartphone1Copyright © 2018 Google. Research provided by Accenture Interactive. All rights reserved.1. All data in slide from: Google/Kantar TNS, “Path to Purchase Study”, March 2017, IN, AU, NZ, JP, KR, CN, TW, KR, SG, TH, VN, MY, ID, PH, n=26,000+ respondents.MOBILE PLAYS A CRITICAL ROLE IN CONSUMERS’ PURCHASE DECISIONSof consumers will leave a mobile site that takes longer than three seconds to load53%of consumers in APACare more likely to purchase from mobile sites that make it easy to purchase or find answers273%drop in conversions experienced for every second of delay in mobile page load time120% 1. Google Research, Webpagetest.org, sampled 11M global mWeb domains loaded using a globally representative 4G connection, Jan. 2018. 2. Google/Kantar TNS, “Path to Purchase Study”, March 2017, IN, AU, NZ, JP, KR, CN, TW, KR, SG, TH, VN, MY, ID, PH, n=26,000+ respondents.Copyright © 2018 Google. Research provided by Accenture Interactive. All rights reserved.Brands that do not prioritise great mobile experience risk poor conversions.AS A RESULT, CONSUMERS HAVEHIGH EXPECTATIONS FOR MOBILE SITESTo help brands elevate their mobile site experience, Google commissioned Accenture Interactive to seek out the top-performing mobile sites in financial services, retail and commerce, and travel across Asia Pacific and to celebrate what make these sites great.SCALE OF THIS RESEARCH:CNAUINTHMYPKSGKRJPTWVNPHNZIDWHY THIS RESEARCH?HK 45 specialists and engineers involved15 countries in 5 sub-regions covered80 UX industry best practice guidelines used720+ mobile sites assessedCopyright © 2018 Google. Research provided by Accenture Interactive. All rights reserved. * The first four mobile categories are assessed by UX specialists based in this region. ** Speed is measured through an automated process reviewed and managed by web speed performance engineers.SPEED**MOBILE DESIGN*PRODUCT PAGES*FINDABILITY*We define mobile experience score as the percentage of best practices passed in and weighted equally across the categories below. We hail sites as Masters of Mobile if they rank in the top 5 of their respective industries.Does the on-site search and relevant features (e.g. filter) help users quickly find the right product? Is key written and visual product information presented clearly and consistently? Are there prominent calls to action?Are the site pages designed for mobile? Do they provide clear headings and well laid-out content? Is branding consistent? Is the site performance optimised for mobile? Do pages load quickly enough to not disrupt the site experience? HERE’S HOW WE MEASURE A GREAT MOBILE EXPERIENCEMOBILE EXPERIENCE SCOREREGISTRATION AND CONVERSION*Are registration and payment forms easy to complete? Is the user is offered simple, safe options to transact? Copyright © 2018 Google. Research provided by Accenture Interactive. All rights reserved.FINDABILITYPRODUCT PAGESREGISTRATION & CONVERSIONMOBILE DESIGNSPEED1009080706050403020100Average Score for RegionThe majority of sites in the study meet or surpass benchmark expectations when it comes to best practice implementations. For many sites, one way they can go from good t...
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