2016 mobile state of the union [rwd summit]
TRANSCRIPT
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Mobile State of the UnionTammy Everts • 2016 RWD Summit
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@tamevertsperformancebeacon.com
WPOstats.com
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Today…Who’s using mobile?
How are they using it?What do they want?
How much are they spending?What are their biggest performance issues?
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Everyone is a mobile user
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92% of US adults own a cellphone
Pew Research, August 2015
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166.7 millionNumber of US tablet users today
185 millionProjected number of US tablet users by 2020
eMarketer, 2016
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Today, there are about 7.3 billion mobile subscriptions worldwide
By 2021, that number is expected to hit
9.1 billion (That’s 25% growth in six years.)
Ericsson, February 2016
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Millennials are now the largest generation in the US
81% primarily use mobile to shop
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The fastest growing cohort
of mobile users is aged 46-54
1 out of 4 mobile shoppers is 55+
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What do people want
from their mobile experiences?
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Harris/SOASTA, 2015
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Software Advice, 2015
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M-commerce
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Forrester, October 2015
$115 billionMobile commerce in 2015
$142 billionMobile commerce in 2016
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Forrester, October 2015
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Forrester, October 2015
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http://www.soasta.com/blog/back-to-school-website-performance-monitoring/
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Criteo, 2015
Mobile optimized Unoptimized
Percentage of total ecommerce traffic 31% 22%
Average product views
per visit3 2.3
Add-to-basket rate 12% 8.2%Average conversion
rate 3.4% 1.6%
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Internet Retailer Mobile 500, March 2016
2.83%Average conversion rate
for top 50 merchants in the Mobile 500
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The mobile landscape
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Mobile HTTP Archive, March 2016
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Mobile HTTP Archive, March 2016
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http://www.soasta.com/blog/more-bandwidth-isnt-a-magic-bullet-for-web-performance/
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http://www.soasta.com/blog/more-bandwidth-isnt-a-magic-bullet-for-web-performance/
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OpenSignal, August 2015
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OpenSignal, August 2015
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OpenSignal, August 2015
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Mobile performance
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Only 12% of CSS developers consider performance a top priority
Ultimate CSS Survey, Sitepoint (2016)
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http://www.soasta.com/blog/mobile-web-performance-monitoring-conversion-rate/
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http://www.soasta.com/blog/mobile-web-performance-monitoring-conversion-rate/
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Lara Hogan, Senior Engineering Manager
“We ran this experiment on mobile web where we added 160 kilobytes of hidden
images, meaning the user saw nothing different.
We just dumped a bunch of hidden images onto the page and increased page weight by 160
kilobytes.
It triggered a 12% increase in bounce rate. Insane. Twelve percent is a lot of percent.”
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TakeawaysEveryone is a mobile userMobile drives ecommerce
Faster pages are the holy grail of mobile UXPage bloat!Images!!
Faster networks aren’t a cure-all!!!Even small changes can make a big
difference
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Thanks!
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WPOstats.com