Masters of Mobile: APAC Report

Consumers across the region are now mobile-first and their expectations 79% for speed and seamless mobile of consumers will still look for experiences are at an all-time high. To information online, even at the help brands exceed those expectations, point of sale in stores.1 we commissioned Accenture Interactive to study the user experiences of over 700 of the most-visited sites across 12 53% APAC countries and three industries. of mobile visits are likely to be Here’s what we found: abandoned if load times are greater than three seconds.2

Mobile sites in APAC rate high only on two of five mobile consumer journey touchpoints

0 20 40 60 80 100

Findability: 73% How quickly and effectively can users find information on your site? Product pages: 86% How clear are your presentation and calls to action? best practice Industry Registration & conversion: 75% Is form completion simple and safe? Mobile design: 81% Are site pages designed for mobile users?

Speed: 53% Are page load times disrupting the overall experience? 80

The big challenge in APAC is speed

With an average load time of 5.4 seconds, mobile sites in Mainland China are the fastest in the region, followed by mobile sites in and . and Japan, in particular, need improvement – sites in both countries take an average of ten seconds to fully load. Overall, APAC has some catching up to do. Even though sites in Mainland China are the fastest in the region, they still load slower than the recommended three seconds.

5.4s 7.0s 7.5s 7.9s 8.1s 8.5s China Singapore Thailand Taiwan

8.7s 9.2s 9.3s 9.8s 10.1s 10.3s Hong Kong India Vietnam Japan

20% drop in conversions experienced for every second of delay in mobile page load time.2

To increase site speed, brands need to

Lighten the load by compressing text and image elements

Reduce server response time to prepare for high site traffic

Avoid repetitive browser requests by caching static objects, such as images and HTML documents

Just being fast isn't enough. Mobile sites need to consistently deliver a seamless experience.

The mobile masters who aced it

These best-in-class brands are delighting consumers by optimizing their mobile web experiences across all five consumer journey touchpoints:

Financial services Travel

Australia China Hong Kong BankSA China Construction Bank IG Group ME Bank CIB DBS Bank Westpac Lakala China Construction Bank

India* Japan Malaysia BankBazaar Monex Securities Maybank IIFL Saison Card Hong Leong Bank Kotak Mahindra Bank Matsui Securities

Singapore Thailand Taiwan NTUC Income AEON Cathay Bank POSB Bank Citibank Tai Shin Bank Phillip Securities KTC

Retail & commerce

Australia China Hong Kong Target JD.com iHerb Banggood Qichedaquan Huawei Etsy Weipinhui Ruten

Indonesia India* Japan Qoo10 Amazon Amazon Bhinneka.Com CaratLane Sanrio Amazon Flipkart ToysRUs

Malaysia Philippines Singapore Shopee Amazon iHerb Lazada Apple kQoo10 11STREE T Globe Amazon

Thailand Taiwan Vietnam Amazon ASUS Thegioididong.com eBay Ruten Điện máy Xanh Lazada Amazon Amazon

Travel

Australia China Hong Kong Viator Alitrip HK Express Singapore Airlines Qunar Hotels.com Hotels.com Lvmama Klook

Indonesia India* Japan Traveloka Hotels.com Booking.com Jet Airways Toyoko-inn Airy Rooms redBus.in

Malaysia Philippines Singapore Expedia Hotels.com Expedia Traveloka Travelbook Hotels.com Easybook Booking.com Traveloka

Thailand Taiwan Vietnam Hotels.com Eva Air Expedia Expedia Hotels.com Traveloka Traveloka Expedia Mytour

*Brands for India are arranged by alphabetical order

**Some countries only have two brands on the leaderboard due to the selection process of only assessing the highest trafficked mobile sites in APAC

You can do it too

Sea rch

Use autocomplete Allow users to save Clearly highlight booking to suggest popular products to a guest form mistakes in searches. wishlist. real time.

Abc

Provide users with Showcase the tangible Ensure form input boxes helpful next steps after benefits of creating are correctly tagged and unsuccessful searches. an account. include autofill.

“We decided to implement a goal of improving our mobile web experience across the entire organization because that’s where most customers begin their shopping journey. Mobile not only delivers a high number of conversions but also helps us build brand equity by meeting customers’ expectations throughout their travel shopping journey.”

— Gabriel Garcia, Head of Marketing Asia Pacific at Expedia

Sources

1 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.

2 Google Research, Jan. 2018, Webpagetest.org sampled 11M global mWeb domains loaded using a globally representative 4G connection.

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