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Keynote Pioneers New Native Mobile App Benchmark Study for Retail

Study revealed that 8 out of every 10 native apps experienced performance problems during peak usage times

SAN MATEO — DECEMBER 17, 2014Keynote, the global leader in mobile testing and web performance management analytics, today announced its first native mobile app benchmark study for the retail industry. Native apps are the least understood segment of mobile when it comes to performance. Not surprisingly, the study reported that 8 of out of every 10 native apps experienced a failure.

With the top five retail sales days of the year occurring between December 18 and December 24, holiday sales already point north.  Mobile accounted for 55 percent of e-commerce traffic on Black Friday1Paul Skelton, “Mobile Black Friday traffic overtakes online…” Internet Retailer. and 41 percent2Todd Wasserman, “Sales on the year’s biggest online shopping day were worse than expected” Mashable on Cyber Monday, an increase of 30 percent over 2013. 

Keynote recently monitored and measured the experience of 16 native iOS and Android apps from eight top retailers. The benchmark studied the shopping experience and the length of interaction across six stages from launching an app, searching for an item, getting the product details, adding to the wish list, checking the product review and finding the store location to determine its performance impact on company revenues.

Key Findings of the Study

  • 80 percent of mobile native apps experienced a performance failure
  • The study found an average of 98.2 percent uptime. For a company with $1 billion annual mobile sales, this can result in revenue leakage
  • The average time it took to carry out all six transactions was 18.7 seconds, with the top tier apps outperforming bottom ones by 33 percent
  • iOS apps performed 40 percent faster than the Android apps, which corresponds to an 18.5 percent higher average order of iOS customers than Android users

“Keynote’s track record and expertise in performance management for retail and e-commerce naturally lends itself to extend to performance optimization for native apps,” said Jennifer Tejada, chief executive officer, Keynote.  “As our customers increasingly rely on the mobile channel for growth and customer engagement, we are investing in solutions like the native app benchmark and Keynote Mobile App Monitoring to help ensure they achieve maximum returns on their digital investments."

A recent report by Aberdeen Group found that 62 percent of enterprises have a formalized mobile initiative in place and the number mobile apps is growing every year.3Aberdeen Research, “Enterprise-Grade Mobile Apps – Powering Organizational Transformation” April 2, 2013.

“Native mobile apps are the fastest growing segment of mobile due to the amazing customer experience potential they can deliver. That said, many of these same businesses don’t have a clear understanding of the impact of performance on their mobile apps and business,” said Jonathan Rende, executive vice president of products and marketing. “By quantifying the key processes with the Keynote native mobile app benchmark, organizations can optimize their mobile applications and create an extraordinary digital customer experience.”

Background on the study and infographic can be found on the Keynote blog.  

For more information about Keynote’s benchmark for native mobile apps, visit Keynote Competitive Intelligence.

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About Keynote Competitive Research
Keynote Competitive Research examines customer’s online experience, site performance, and quality. For more information on Keynote’s Competitive Research and this year’s study, visit www.keynote.com.

About Keynote
Keynote is the global leader in cloud–based testing, monitoring and analytics for mobile and web, optimizing the value of every digital interaction, enhancing user experience and driving business value through online performance. The company runs the world’s largest cloud testing, monitoring and analytics network in the world and collects over 700 million mobile and website performance measurements daily. In 2012 Keynote, a Thoma Bravo portfolio company, was recognized by Forbes Magazine as “One of the Best 100 Companies in America.”

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