Study: Top 100 Web Retailers Slow To Adopt Responsive Design

Apr 01, 2014

The Search Agency, a global online marketing firm and independent U.S. search marketing agency, released findings from the latest edition of its Mobile Experience Scorecard: Web-Only Retailers, which found that the average time the top 100 web-only retailer sites took to load was 2.99 seconds, almost two seconds longer than Google's recommended load time. Google also recommends Responsive Web Design (RWD) for mobile sites, yet only nine out of the 100 sites in the study used RWD to improve mobile experiences. 

For the report, The Search Agency's team of mobile experts determined which of top the 100 web-only retailers were most closely aligned with established mobile marketing best practices -- including those set by Google - in addition to analyzing other functionality around search, shopping cart button, social media buttons or links, and the retailers' mobile experiences.  

The Mobile Experience Scorecard: Web-Only Retailers report leveraged Internet Retailer's Top 500 list of e-commerce sites and exclusively selected the top 100 web-only sites -- excluding companies with subscription-based business models. The Search Agency calculated a total score out of a possible five points for each of the web-only retailer's mobile sites.

The three industries that scored the highest were jewelry, health/beauty, and apparel.