Retailers shift their ad spending from TV, radio and print ads to digital ads.
The merchants join Dell, Amazon and Victoria’s Secret at the top of a weekly index.
Walgreen Co. jumped eight spots and Toolfetch.com LLC seven to break into the top five of this week’s Keynote Mobile Commerce Performance Index. But they weren’t strong enough to break Dell Inc.’s lock on the No. 1 spot.
“Walgreens and Toolfetch.com provide great mobile web experiences,” says Herman Ng, mobile solution consultant at Keynote Systems. “Walgreens ranked second because of its second-highest success rate at 98.99%. Toolfetch.com continues to have the fastest load time on the index with 3.16 seconds, but also improved success rate by 1.13 percentage point to 98.01%, and as a result moved ahead of seven other retailers to fourth. With these trends it won’t be long before another retailer dethrones Dell, which has occupied the top position for four weeks in a row.”
Rounding out the top five, Dell again came in first; its mobile commerce site home page last week loaded on average in 4.35 seconds, doing so successfully 98.83% of the time, earning it an index score of 816 out of 1,000. Amazon.com Inc. came in third,as its mobile home page loaded in 5.92 seconds with a success rate of 99.09%, getting an index score of 745. And Victoria’s Secret came in fifth; its mobile home page downloaded on average in 5.95 seconds with a success rate of 98.90%, earning it a score of 688.
Click here then click on Keynote Mobile Commerce Performance Index to see the complete results of all 15 retailers on the index.
Keynote Systems measures 15 representative m-commerce sites exclusively for Internet Retailer. The sites include merchants in various categories and channels, and of various sizes, ranging from such giants as Sears Holdings Corp. and Foot Locker Inc. to midsized retailers like Sunglass Hut and K&L Wine Merchants. Keynote repeatedly tests the sites in the index Monday through Friday from 8 a.m. through midnight Eastern time, emulating three different smartphones on three different wireless networks: Apple Inc.’s iPhone on AT&T, the BlackBerry Curve on Sprint and the Droid (which uses Google Inc.’s Android operating system) on Verizon.
Keynote combines a site’s load time and success rate, equally weighted, into a single score. Given both performance and availability are important, the score reflects the overall quality of the home page; a higher score indicates better performance. Scores also reflect how close sites are to each other in overall quality. The index average score is the midpoint among all the sites’ scores.