According to research released on August 1 by digital media agency, Equimedia, 91% of the brand websites handpicked by Mums have poor mobile website speeds.
The digital media specialists looked at mobile website download speeds based on Babycentre’s Welcome To Mums 2017 list of recommended baby products, and discovered that only two of the top listed brands achieved a ‘good’ rating when it came to mobile download speeds.
While all sites surveyed, except for one brand, were found to be mobile optimised, good mobile page download performance is also critical when seeking to engage this audience. Previous research has found that some 94% of ‘Millennial Mums’ tend to browse online primarily using their mobile.
With nearly three million millennial mums in the UK, they constitute a growing market that mother and baby retailers and brands need to reach. When equimedia was researching the list of the 34 favoured brands, the data showed Amazon and Ikea to be highest performing websites in terms of mobile download speed.
Previous research from equimedia has found that page load speeds are especially crucial with this audience, as 40% of Mums abandon a site if it takes more than three seconds to load. When it comes to modern mobile use by Mums, there is a clear mobile-first preference. Babycentre research found that smartphone internet access tends to increase once a woman becomes pregnant or becomes a Mum, and in the UK, mobile is the second most used device after TV – and the most used device while watching TV.
Charlotte Summers, Media Planning Group Head at equimedia comments: “It is clear that mobile internet is the first port of call for new and expecting Mums, and so you would expect that brands seeking to engage with this audience would put their mobile strategies front and centre.”
“This research has revealed however, that for many of the nation’s top Mum’s brands, they may be mobile optimised but their page load speeds are letting mobile browsers down. It is highly likely that these brands are seeing high bounce rates and potentially less brand engagement if they cannot crack their download speeds for busy parents. Those failing to deliver the expectations of their mobile savvy audience, will see their customers move on very quickly and potentially go to larger retailers like Amazon, where they can purchase almost anything, reducing brand loyalty for smaller independents.” Concluded Summers.