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Mobile State of the UnionTammy Everts • 2016 RWD Summit

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@tamevertsperformancebeacon.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?

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+

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

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

Thanks!

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