<a title_source="BI Intelligence" title_caption="These are retailers that perform above-average on the mobile web." class="zoomin" href="https://static-ssl.businessinsider.com/image/546a1792eab8ea77130551c2-960/bii-fast-mobile-shopping-sites-2.png"><img src="https://static-ssl.businessinsider.com/image/546a1792eab8ea77130551c2-1200-924/bii-fast-mobile-shopping-sites-2.png?maxX=600" border="0" alt="bii fast mobile shopping sites" width="600" style="float: right;" /></a>BI IntelligenceThese are retailers that perform above-average on the mobile web.The breakout trend in e-commerce this year has been mobile, and we saw that in the kickoff of this year's US holiday shopping season.&#xa0;Mobile drove 50% of all online shopping traffic on Black Friday and 28% of total e-commerce sales.&#xa0;
But some retailers' websites take a long time to load on smartphones and tablets, which can be frustrating to shoppers. Sites that take 10 seconds or longer to load experience 46% fewer page views, according to Radware.
When discussing the opportunity in smartphones and tablets, the e-commerce industry often forgets that retailers need both apps and mobile websites to thrive. <a href="https://intelligence.businessinsider.com/the-mobile-commerce-report-debunking-the-idea-that-people-mostly-shop-in-apps-2014-10?utm_source=House&amp;utm_medium=Edit&amp;utm_term=E-MWeb-2014-12-8&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');">In a recent BI Intelligence report</a>, we benchmarked retailers against one another in terms of mobile site performance.&#xa0;
<ul>
<li>
<a href="https://intelligence.businessinsider.com/the-mobile-commerce-report-debunking-the-idea-that-people-mostly-shop-in-apps-2014-10?utm_source=House&amp;utm_medium=Edit&amp;utm_term=E-MWeb-2014-12-8&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');">Overall, the mobile web is a more popular portal,</a><a href="https://intelligence.businessinsider.com/the-mobile-commerce-report-debunking-the-idea-that-people-mostly-shop-in-apps-2014-10?utm_source=House&amp;utm_medium=Edit&amp;utm_term=E-MWeb-2014-12-8&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');">&#xa0;especially for traditional retailers</a>.&#xa0;Some traditional retailers skew dramatically toward mobile. Home Depot and Best Buy see nearly 100% of time spent on their mobile properties via the browser, despite also marketing their apps.&#xa0;</li>
<li><a href="https://intelligence.businessinsider.com/the-mobile-commerce-report-debunking-the-idea-that-people-mostly-shop-in-apps-2014-10?utm_source=House&amp;utm_medium=Edit&amp;utm_term=E-MWeb-2014-12-8&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');">Etsy is an online-only retailer that sees more browser engagement, at 63% of time spend</a>.</li>
<li>
<a href="https://intelligence.businessinsider.com/the-mobile-commerce-report-debunking-the-idea-that-people-mostly-shop-in-apps-2014-10?utm_source=House&amp;utm_medium=Edit&amp;utm_term=E-MWeb-2014-12-8&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');">Mobile site performance is all over the place</a>: Sears, the retailer with the fastest-loading mobile site, saw about six out of every 10 minutes of mobile time spend happening on the mobile website. Sears also notably sees a greater share of mobile-only visitors than either Amazon, eBay, Walmart, or Etsy. (See chart, above.)</li>
</ul>
<a href="https://intelligence.businessinsider.com/the-mobile-commerce-report-debunking-the-idea-that-people-mostly-shop-in-apps-2014-10?utm_source=House&amp;utm_medium=Edit&amp;utm_term=E-Mobile-Commerce-2014-12-15&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');">Access the Full Mobile Commerce Report By Signing Up For A Risk-Free Trial Today &gt;&gt;</a>
&#xa0;Here are more of the key findings from the report:
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<a href="https://intelligence.businessinsider.com/the-mobile-commerce-report-debunking-the-idea-that-people-mostly-shop-in-apps-2014-10?utm_source=House&amp;utm_medium=Edit&amp;utm_term=E-Mobile-Commerce-2014-12-15&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');">58% of mobile retail dollars</a>&#xa0;going to the top 500 mobile retailers will come from the mobile web this year, with in-app purchases accounting for the rest, according to Internet Retailer.
</li>
<li>
<a href="https://intelligence.businessinsider.com/the-mobile-commerce-report-debunking-the-idea-that-people-mostly-shop-in-apps-2014-10?utm_source=House&amp;utm_medium=Edit&amp;utm_term=E-Mobile-Commerce-2014-12-15&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');">The mobile web is also how many consumers prefer to shop on a mobile device</a>. 51% of shoppers were more interested in shopping on the mobile web over apps on their smartphones in 2013, according to&#xa0;Adobe&#xa0;data.
</li>
<li>
<a href="https://intelligence.businessinsider.com/the-mobile-commerce-report-debunking-the-idea-that-people-mostly-shop-in-apps-2014-10?utm_source=House&amp;utm_medium=Edit&amp;utm_term=E-Mobile-Commerce-2014-12-15&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');">The mobile browser, which is often a gateway to retailer sites, is an important first stop for shoppers using their smartphones in a store</a>. 82% of smartphone shoppers say they use a mobile browser's search function to research products when they're in a store, according to a 2013 study conducted by&#xa0;Google.&#xa0;Another 62% say they go directly to a retailer's mobile website, while only 21% use a retailer's mobile app in a store.&#xa0;</li>
<li>
<a href="https://intelligence.businessinsider.com/the-mobile-commerce-report-debunking-the-idea-that-people-mostly-shop-in-apps-2014-10?utm_source=House&amp;utm_medium=Edit&amp;utm_term=E-Mobile-Commerce-2014-12-15&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');">Yet, despite the mobile web's importance to shoppers, retailers under-utilize their resources for selling through this popular shopping channel</a>.&#xa0;Only 60% of the top 100 global retailers have a dedicated mobile website. In fact, 32% are still showing mobile users a desktop-optimized version of their website on mobile devices. And only nine of the top 100 retailers have a responsively designed site, the format recommended by Google.&#xa0;
</li>
</ul>
In full, the report:&#xa0;
<ul>
<li><a href="https://intelligence.businessinsider.com/the-mobile-commerce-report-debunking-the-idea-that-people-mostly-shop-in-apps-2014-10?utm_source=House&amp;utm_medium=Edit&amp;utm_term=E-Mobile-Commerce-2014-12-15&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');">Looks at how shoppers use the mobile web during different stages leading up to a purchase</a>&#xa0;</li>
<li><a href="https://intelligence.businessinsider.com/the-mobile-commerce-report-debunking-the-idea-that-people-mostly-shop-in-apps-2014-10?utm_source=House&amp;utm_medium=Edit&amp;utm_term=E-Mobile-Commerce-2014-12-15&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');">Identifies what leads consumers to use a mobile shopping app versus a mobile site, and vice versa</a></li>
<li><a href="https://intelligence.businessinsider.com/the-mobile-commerce-report-debunking-the-idea-that-people-mostly-shop-in-apps-2014-10?utm_source=House&amp;utm_medium=Edit&amp;utm_term=E-Mobile-Commerce-2014-12-15&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');">Examines how retailers should leverage both the mobile web and apps</a></li>
<li><a href="https://intelligence.businessinsider.com/the-mobile-commerce-report-debunking-the-idea-that-people-mostly-shop-in-apps-2014-10?utm_source=House&amp;utm_medium=Edit&amp;utm_term=E-Mobile-Commerce-2014-12-15&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');">Benchmarks the performance of top mobile retailers and their competitors</a></li>
<li><a href="https://intelligence.businessinsider.com/the-mobile-commerce-report-debunking-the-idea-that-people-mostly-shop-in-apps-2014-10?utm_source=House&amp;utm_medium=Edit&amp;utm_term=E-Mobile-Commerce-2014-12-15&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');">Notes the wide variation in how retailers' audiences are breaking down between the brower and the app</a></li>
</ul>
To access the Mobile Commerce Report and BI Intelligence's ongoing coverage on the future of <keyword id="6354851" type="ORGANIZATION" weightage="60" keywordseo="Retail">retail</keyword>, mobile, and e-commerce - including charts, data, and analysis - <a href="https://intelligence.businessinsider.com/the-mobile-commerce-report-debunking-the-idea-that-people-mostly-shop-in-apps-2014-10?utm_source=House&amp;utm_medium=Edit&amp;utm_term=E-Mobile-Commerce-2014-12-15&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');">sign up for a risk-free trial.&#xa0;</a>
&#xa0;<a title_source="BI Intelligence" title_caption="These are the mobile web laggards. " class="zoomin" href="https://static-ssl.businessinsider.com/image/548b19db6da811657ecd3be8-960/bii-retailer-slow-shopping-sites.png"><img src="https://static-ssl.businessinsider.com/image/548b19db6da811657ecd3be8-1200-924/bii-retailer-slow-shopping-sites.png" border="0" alt="bii retailer slow shopping sites" width="800" /></a>BI IntelligenceThese are the mobile web laggards. 
Disclosure: Jeff Bezos is an investor in Business Insider through his personal investment company Bezos Expeditions.

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Here's How The Top US Retailers Stack Up Against One Another On The Mobile Web

Cooper Smith