How Mobile-Friendly Are IR100 Brands?

Did you know that today’s smartphone consumer has just a 1 in 5 chance of accessing mobile content from the largest US retailers? This is the surprising conclusion from new, original Pure Oxygen Mobile research, featured in the 2012 Internet Retailer Mobile Commerce Top 300 Guide.

What does this mean? In short, we think it’s an opportunity to optimize the mobile experience for smartphone consumers, who frequently request such “deep” pages through channels like mobile search, social, and SMS. Brands that optimize this connection can expect to maximize their mobile commerce, sales volume, and ROI in the upcoming 2011 holiday season. Those that do not, will miss out. It’s that simple.

Below you’ll find our Analysis Methodology and Key Findings. You will also find the detailed results for each IR100 consumer brand we analyzed, including page counts sampled, and the percentage that delivered relevant “mobile friendly” content to today’s iPhone, Android, and Blackberry consumers. Finally, we provide a comparative summary for each of the following retail categories:

Which retailers are the most accessible for smartphone consumers? The top five in our study were, in order, REI, Foot Locker, Lowe’s, Staples, and FTD. These brands are providing optimal accessibility for their smartphone consumers. We’ve highlighted these brands below.


Analysis Methodology

In Q2 2011, Pure Oxygen conducted an analysis for “mobile friendliness” of the 75 largest online consumer retail brands, based on the 2012 Internet Retailer Top 500 Guide rankings. To conduct our analysis, we used a proprietary mobile analysis technology, called Mobile Site Analyzer, to retrieve up to 100 of the most important page URLs for each brand (typically the “hub” pages, like category or subcategory pages). In all, we requested a total of 6,350 URLs from leading brands for our analysis.

Mobile Site Analyzer then requested each of these URLs as a simulated Android browser, iPhone browser, and BlackBerry browser, and analyzed the content received for mobile friendliness. We recorded and spot-checked whether the content received for each URL was in fact a “mobile friendly” page, and tallied each brand’s results by device type, as outlined below.


Key Findings

  • 60% of leading brands served mobile content to smartphones when requesting the brand’s home page
  • When requesting pages other than the brand’s home page, only 32% of pages lead to mobile content
  • 40% of brands did not serve any noticeable mobile content to smartphone users
  • In sum, only 19% of pages requested by a smartphone led to mobile content


Mobile Friendliness of Top US Retail Brands

IR Rank    Brand      Sample       iPhone      Android    Blackberry 
1 Amazon 100 5% 5% 78%
2 Staples 100 98% 98% 98%
3 Apple 23 0% 0% 0%
4 Dell 18 16% 16% 16%
5 OfficeDepot* 100 1% 1% 1%
6 Walmart 100 0% 0% 1%
8 QVC 100 0% 0% 0%
9 OfficeMax* 95 1% 1% 1%
10 CDW 100 0% 0% 0%
11 BestBuy 34 10% 10% 10%
12 Newegg 100 2% 2% 2%
13 Netflix 10 0% 0% 0%
14 SonyStyle 94 0% 0% 0%
15 Grainger 100 3% 2% 3%
16 Costco* 100 1% 1% 1%
17 Macys 52 40% 44% 40%
18 VictoriaSecret* 100 1% 1% 1%
19 HP 5 0% 0% 0%
20 LL Bean 100 0% 0% 0%
22 Target 100 10% 12% 10%
23 Systemax 100 76% 73% 74%
24 Gap 32 0% 0% 0%
25 WilliamsSonoma 100 80% 80% 0%
26 HSN 100 3% 3% 3%
27 Overstock 100 57% 57% 0%
28 Amway 92 0% 0% 0%
29 Toys R Us 100 0% 0% 0%
30 Avon 27 0% 0% 0%
31 Kohls* 84 1% 1% 1%
32 Buy 100 2% 2% 2%
33 Redcats* 78 1% 1% 1%
34 Nordstrom 100 0% 0% 94%
35 Symantec 90 5% 5% 5%
36 Vistaprint 8 13% 13% 13%
37 PC Connection 100 0% 0% 0%
38 Saks* 85 1% 1% 1%
39 Nieman Marcus 100 1% 92% 92%
40 Cabelas* 100 1% 1% 1%
41 Barnes Noble 100 13% 13% 13%
42 Blockbuster 100 2% 2% 2%
43 Home Depot 100 1% 1% 1%
44 Musicians Friend 100 96% 96% 96%
45 1800 Flowers* 13 8% 8% 8%
46 Drugstore 100 95% 94% 95%
48 Urban Outfitters 100 0% 0% 0%
51 CSN 100 0% 0% 0%
52 PC Mall 96 0% 0% 0%
53 Foot Locker 100 100% 100% 100%
54 Scholastic 100 0% 0% 0%
55 Crate and Barrel 100 95% 95% 95%
56 Abercrombie 16 0% 0% 0%
57 American Eagle* 100 83% 83% 83%
60 Blue Nile 100 36% 35% 1%
62 REI 100 100% 100% 100%
64 Oriental Trading 100 0% 0% 0%
67 YOOX 100 23% 23% 0%
70 Ralph Lauren 100 0% 0% 0%
71 FTD 100 97% 97% 97%
73 Walgreen 100 50% 51% 50%
74 Disney Shopping 100 0% 0% 0%
78 Nike 60 1% 3% 3%
79 Orchard 100 0% 0% 0%
83 CVS* 100 1% 1% 1%
85 Northern Tool* 100 1% 1% 1%
86 Bass Pro 100 0% 0% 0%
87 Shoebuy 100 0% 0% 0%
88 Sierra Trading 95 0% 0% 0%
90 Vitacost 100 96% 96% 96%
91 Lowe’s 100 100% 100% 100%
92 Eddie Bauer 70 0% 0% 0%
93 Coldwater Creek* 84 1% 1% 1%
97 Swiss Colony 63 0% 0% 0%
100 Etronics 8 0% 0% 0%
103 Harry David 79 0% 0% 0%
104 Hanover 100 0% 0% 0%

* Brands that deliver smartphone consumers to the mobile website’s home page, regardless of the actual page requested by the consumer.


Mass Merchant Category

IR Rank    Brand      Sample       iPhone      Android    Blackberry 
1 Amazon 100 5% 5% 78%
6 Walmart 100 0% 0% 1%
8 QVC 100 0% 0% 0%
16 Costco 100 1% 1% 1%
17 Macy’s 52 40% 44% 40%
22 Target 100 10% 12% 10%
26 HSN 100 3% 3% 3%
27 Overstock 100 57% 57% 0%
31 Kohl’s 84 1% 1% 1%
32 Buy 100 2% 2% 2%


Apparel and Accessories Category

IR Rank    Brand      Sample       iPhone      Android    Blackberry 
18 Victoria’s Secret 100 1% 1% 1%
21 LL Bean 100 0% 0% 0%
24 Gap 32 0% 0% 0%
33 Redcats 78 1% 1% 1%
34 Nordstrom 100 0% 0% 94%
38 Saks 85 1% 1% 1%
39 Nieman Marcus 100 1% 92% 92%
48 Urban Outfitters 100 0% 0% 0%
53 Foot Locker 100 100% 100% 100%
56 Abercrombie 16 0% 0% 0%
57 American Eagle 100 83% 83% 83%
67 YOOX 100 23% 23% 0%
70 Ralph Lauren 100 0% 0% 0%
78 Nike 60 1% 3% 3%
79 Orchard Brands 100 0% 0% 0%
87 ShoeBuy 100 0% 0% 0%
88 Sierra Trading 95 0% 0% 0%
92 Eddie Bauer 70 0% 0% 0%
93 Coldwater Creek 84 1% 1% 1%


Computers and Electronics Category

IR Rank    Brand      Sample       iPhone      Android    Blackberry 
3 Apple 23 0% 0% 0%
4 Dell 18 16% 16% 16%
10 CDW 100 0% 0% 0%
11 Best Buy 34 10% 10% 10%
12 New Egg 100 2% 2% 2%
14 Sony Style 94 0% 0% 0%
19 HP 5 0% 0% 0%
23 Systemax 100 0% 0% 0%
35 Symantec 90 5% 5% 5%
37 PC Connection 100 0% 0% 0%
52 PC Mall 96 0% 0% 0%
100 Etronics 8 0% 0% 0%


Office Supplies Category

IR Rank    Brand      Sample       iPhone      Android    Blackberry 
2 Staples 100 98% 98% 98%
5 Office Depot 100 1% 1% 1%
9 Office Max 95 1% 1% 1%
36 Vistaprint 8 13% 13% 13%


Hardware and Home Improvement Category

IR Rank    Brand      Sample       iPhone      Android    Blackberry 
15 Grainger 100 3% 2% 3%
43 Home Depot 100 1% 1% 1%
85 Northern Tool 100 1% 1% 1%
91 Lowe’s 100 100% 100% 100%


Housewares Category

IR Rank    Brand      Sample       iPhone      Android    Blackberry 
25 Williams Sonoma 100 80% 80% 0%
51 CSN 100 0% 0% 01%
55 Crate and Barrel 100 95% 95% 95%


Food and Drug Category

IR Rank    Brand      Sample       iPhone      Android    Blackberry 
73 Walgreens 100 91% 91% 91%
83 CVS 100 1% 1% 1%
97 Swiss Colony 63 0% 0% 0%
103 Harry and David 79 0% 0% 0%


Books, Music, and Video Category

IR Rank    Brand      Sample       iPhone      Android    Blackberry 
13 Netflix 10 0% 0% 0%
41 Barnes & Noble 100 13% 13% 13%
42 Blockbuster 100 2% 2% 2%
54 Scholastic 100 0% 0% 0%


Sporting Goods, Health & Beauty, and Specialty Category

IR Rank    Brand      Sample       iPhone      Android    Blackberry 
28 Amway 92 0% 0% 0%
30 Avon 27 0% 0% 0%
40 Cabela’s 100 1% 1% 1%
44 Musician’s Friend 100 96% 96% 96%
45 1800-Flowers 13 8% 8% 8%
46 Drugstore 100 95% 94% 95%
60 Blue Nile 100 36% 35% 1%
62 REI 100 100% 100% 100%
64 Oriental Trading 100 0% 0% 0%
71 FTD 100 97% 97% 97%
74 Disney Shopping 100 0% 0% 0%
86 Bass Pro Shops 100 0% 0% 0%
90 Vitacost 100 96% 96% 96%