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Mobile Readiness & Progressive Web Apps in the UK

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Mobile Readiness & Progressive Web Apps in the UK Mobile Readiness & Progressive Web Apps in the UK Are Digital Leaders Adapting to Mobile Audiences? 1 In 2017, Google’s annual Consumer Barometer Study reported mobile internet usage crossed 50% for the first time in all 63 countries covered.1 In this study we analyse the top 1,000 UK websites against a set of 5 criteria, in order to explore how many are adapting to mobile change. Our collated top level findings are detailed herein. Source: 1Consumer Barometer Study 2017 Contents 2 Why Use Progressive Web Apps? 16 Findings 39 Summary 4 Progressive Web App Features Overview 43 Appendix 6 The Audit Criteria By Audit Criteria Collated Source Material - HTTPS HTTPS - Content Sized for Mobile Service Worker - Time to Interactivity Time to Interactivity - Service Worker Add to Home Screen - Add to Home Screen Content Sized for Mobile By Category 8 Data Source, Tools & Methodology - Academic Majestic Million - Automotive - Banking & Financial Services Lighthouse Audit Tool - General Services - Government & Non-Profit 14 List of Audited Sites - New & Media - Retail - Travel & Leisure Source: 1Consumer Barometer Study 2017 Why Use Progressive Web Apps Most consumer website content is accessed by people using a mobile phone.1 There are a number of factors that contribute to the experience of accessing content on a phone, which differs from person to person. Factors include the device and the size of screen, the browser and whether browsing “in-app”, the The level of stress caused by mobile physical location and connectivity-speed, the security of the data transfer and the website usability on a small screen. delays was comparable to watching a horror movie We believe that the majority of websites have not changed to take advantage of all the features available (and sometimes essential) to ensure a good experience for the majority of visitors. We have found that most websites offer a slow, poor user experience for mobile device users and that very few have started to take advantage of Progressive Web App features that could help to really improve this 1 experience. 0.9 0.8 Google, the largest search engine in the UK market, has already announced plans 0.7 to change to a mobile-first index in 2018.2 Microsoft announced at the Edge 2017 0.6 Summit that the Edge browser will support Progressive Web Apps by 2018. Given that websites that are fast and usable to all visitors will convert better and keep 0.5 attention longer, it makes sense that businesses should endeavour to improve 0.4 their mobile experience. Businesses that are not adapting fast enough may be 0.3 forsaken for those that do. 0.2 0.1 0 Waiting Watching a Watching a Experiencing Solving a in line at melodramatic horror movie mobile delays math problem retail store TV show Cognitive load associated with stressful situations3 2 Source: 1Consumer Barometer Study 2017, 2Mobile First Indexing Announcement, 3Ericsson ConsumerLab. Neurons Inc. 2015 Slow Sites Mean Lost Potential >3 Seconds 19 Seconds 53% Abandonment Rate Average Load Time A web page on 3G takes 19 seconds load on average however, 53% have already abandoned the load after 3 seconds4 Faster Sites Convert Better For every second of improvement, Walmart.com experienced up to a 2% conversion rate increase 5 Source: 4DoubleClick 2015, 5Think with Google, Google 3 Progressive Web App Features 4 Progressive Web App Features Unlike native mobile applications, Progressive Web Apps are websites which can be available on most mobile devices (with the exception of iOS at the time of writing), and adopt a set of app-like features or characteristics that contribute to a better experience for mobile device users. Some of these features are day-to-day best practise for any website, for example those related to speed and security, whereas other features are quite specific to Progressive Web Apps, for example service worker registration. The full list of Progressive Web App features: • Progressive - Works for every user, regardless of browser choice because it’s • Discoverable - Is identifiable as an application thanks to W3C manifest and built with progressive enhancement as a core tenet. service worker registration scope, allowing search engines to find it. • Responsive - Fits any form factor: desktop, mobile, tablet, or whatever is • Re-engageable - Makes re-engagement easy through features like push next. notifications. • Connectivity independent - Enhanced with service workers to work offline • Installable - Allows users to add apps they find most useful to their home or on low-quality networks. screen without the hassle of an app store. • App-like - Feels like an app, because the app shell model separates the • Linkable - Easily share the application via URL, does not require complex application functionality from application content. installation. • Fresh - Always up-to-date thanks to the service worker update process. • Safe - Served via HTTPS to prevent snooping and to ensure content hasn’t been tampered with. Source: Your First Progressive Web App, By Pete LePage – Google Developer Advocate 5 The Audit Criteria 6 The Audit Criteria We exported the top 1,000 UK domains from the Majestic Million and to audit at scale we used the Lighthouse Audit Tool. Using Lighthouse we selected 5 of the 11 total (non-manual) Progressive Web App checks to compare across the sites in the data set. We chose the 5 criteria selected to be a good mix of general good mobile experience and Progressive Web App-specific experiences. You can find out more about the tools and data in section 4 of this research; however the 5 criteria we chose are part of the Baseline Progressive Web App Checklist. Web app features analysed in this study: 1. HTTPS – Is the site served over HTTPS? 3. Speed – Is the site interactive in less than 10 seconds on a 3G connection? HTTPS is recommended for your website independent of Progressive Web App (<10 Seconds TTFI) features. Using secure protocol provides additional security for personal data, As we have mentioned earlier, many mobile device users are still connecting such as credit card information. In addition many newer web technologies such to the internet via 3G connections which can contribute to slow and frustrating as new browser features, Progressive Web App features and HTTP2 are designed experiences. Whilst it might be useful to improve first meaningful paint, if a site for or in some cases require HTTPS to work. Please note, that in the case of a site is unusable it is still no good to the visitor. Instead, we are looking for a faster using both HTTP and HTTPS URLs without any redirection to the HTTPS version, experience from leading sites; therefore the measurement standard is a level of for example Argos at time of writing; we used the URL referenced in the Majestic interactivity. On occasion we have abbreviated this to TTFI (time to first interactive). Million. Again with regards to Argos as an example this was the HTTP version at time of audit on November 10th and again when checked on 30th November 4. Add to Home Screen – Does the site prompt the user to ‘‘Add to Home Screen’’? 2017. As this study is focused on mobile user experience if the URL in the data-set Along with the service worker script and the features it facilitates, the ability to did not redirect when typed into the browser (using Chrome 62) we audited the ‘‘Add to Home Screen’’, which is managed in the App Manifest, is the second main original URL. Where user redirection took place we audited the destination URL. feature of a Progressive Web App that is specific to the app like characteristics. 2. Service Worker – Does the site register a Service Worker? 5. Content Sized for Mobile Viewport - Do they serve content that fits right Technically a service worker is a ‘man-in-the-middle’ which can intercept network to the device viewport, either by serving responsively or adaptively? requests and modify responses; thus managing push notifications, background One size does not fit all when it comes to mobile internet use. This criteria, along sync and the delivery of some content whilst out of range of a mobile internet with HTTPS and Time to Interactivity are good practise criteria that work for connection. Particularly powerful when a user adds a site to home screen this mobile friendly internet use independent of the Progressive Web App features. feature can push content and contribute to a sense of ‘always-on’. Source: Progressive Web App Checklist 7 Data Source, Tools & Methodology 8 Data Source, Tools & Methodology The Majestic Million Majestic surveys and maps the internet and has created the largest link intelligence database in the world, from which we referred to The Majestic Million, a free to use list of the million domains with the most referring subnets. We filtered the list by UK TLD and exported the first 1,000 results to inform our data set in this research. “Top” is a subjective notion, and may be subject to differences of opinion as to how to define. The Majestic Million uses link data and therefore may not correspond to data sources that rank sites by traffic. In addition, we found that our list of 1,000 UK domains contained some sites that gamed their way into the data set using very manipulative link practises. Many of these were retail ‘fake’ sites and many were returning a 500 status and were no longer available in the time between cutting the data and getting to work. We removed these URLs from the data-set meaning the final list that went to audit contained 739 URLs. There may still be some poor quality websites that remain within our source list however we had to balance the interest of data hygiene with having a robust sample that would largely match with what most web consumers would consider to be top websites in the UK.
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