Mobile Websites Deliver an 'Adequate' Shopping Experience, Survey Finds

Most mobile websites deliver an experience consistent with their brands, which enables an adequate shopping experience — even if it isn't ideal.

This is just one of the topline findings from the e-tailing group's first annual Mobile Commerce Mystery Shopping Study. For the survey, the e-tailing group put its mystery shoppers to work in the third quarter of this year, benchmarking 150 metrics on 50 mobile websites selling 13 product categories. Features and functionality were explored, and a purchase was made on each site to assess the user experience.