Mobile internet users have revealed the factors most likely to have a bearing on how usable they find a mobile retail website to be in a new survey.
The poll of users of the Broadband Anywhere BT ToGo smartphone, carried out by BT, showed that the most desired feature of a retail site accessed via a handset is easy navigation, which was cited by four in ten respondents.
One-quarter of mobile users said they most wanted to be able to take advantage of fast-loading websites, while a fifth said they would prefer to access sites specifically built for the mobile platform.
The research also revealed that a growing number of mobile users utilise their handsets to seek out retail bargains online, while search engines are the most commonly visited websites for those surfing the
mobile internet.
"People want fit-for-purpose content that offers as sophisticated an experience on their handheld device as they're used to on their PC," explained BT futurologist Ian Neild.
"At the current rate, many businesses are in danger of being caught on the hop."
According to research firm Nielsen Mobile, almost 13 per cent of those with a mobile phone in the UK regularly access the internet through their handsets.
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