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APAC Report 2018MASTERSOF MOBILEConsumers 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-tracked mobile sites in APAC. The research assessed over 720 mobile sites across three industries nancial services, retail and commerce, and travel in 15 countries across Asia Pacic.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, 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 nd answers273%drop in conversions experienced for every second of delay in mobile page load time120%1. Google Research, Webpagetest, 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 nancial services, retail and commerce, and travel across Asia Pacic and to celebrate what make these sites great.SCALE OF THIS RESEARCH:CNAUIN THMYPKSGKRJPTWVNPHNZIDWHY 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 rst 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 dene 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. lter) help users quickly nd 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? HERES 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.FINDABILITY PRODUCT 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 to great is to focus on speed, on which they scored the lowest of all the categories. Copyright 2018 Google. Research provided by Accenture Interactive. All rights reserved.APAC OVERVIEWMobile websites in this region could focus on speed to take their sites from good to great !SUGGESTEDSTANDARD73% 86% 75% 81% 53%1009080706050403020100Score (%)Copyright 2018 Google. Research provided by Accenture Interactive. All rights reserved.LOOKING INTO SPEED Speed scores per APAC subregion compared against the suggested standardAPAC LEGENDGood 80%)Average 5500 - 8500 (60-80%)Poor 8500 (60%)What do these scores mean? Percentage scores have been calculated by normalizing Speed Index measurements of all brands that are part of this study. Speed Index (read in milliseconds) measures how visually available a particular page is to the customer when loaded. The lower the score, the faster the page is rendered and the content is visually made available to the customer, even if the rest of the page is not ready yet.S.E. ASIA63%8113Speed IndexAU & NZ55%9279Speed IndexGREATER CHINA73%6715Speed IndexJAPAN47%10286Speed IndexINDIA55%9168Speed IndexSUGGESTEDSTANDARDAPAC AVERAGEHOW TO IMPROVE SPEEDEnsure textual and image contents are compressed Use gzip compression for transferring compressable responses Compress and pick the right settings for your images including format, quality and size and more Use Progressive JPEGs to improve perceived performance83% of mobile sites surveyed can improve their speed this way: Enable caching on the browser side All server responses should specify a caching policy to help the client determine if and when it can reuse a previously fetched response67% of mobile sites surveyed can improve their speed this way: Identify and x backend bottlenecks Inspect existing infrastructure using application performance management tools Fix performance bottlenecks Implement a monitoring solution to alert for any anomalies59% of mobile sites surveyed can improve their speed this way: Our top speed recommendations for APACCopyright 2018 Google. Research provided by Accenture Interactive. All rights reserved.INDUSTRY INSIGHTSFINANCIAL SERVICESCopyright 2018 Google. Research provided by Accenture Interactive. All rights reserved.
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