Dive Brief:

• Mobile solutions company Mobiquity Inc. and research firm Research Now found that 37% of consumers believe retailers over-promise and under-deliver when it comes to mobile​, in a survey of 1,000 shoppers.

• The companies found that consumer expectations are by and large reasonable, with 44% saying they want to be able to earn and redeem loyalty points via their smartphones, 39% saying they should find the same look and feel of retailer’s sites across devices, and 33% saying they should be able to pay using their phones or tablets.

• But consumers (33%) also say that retailers’ sites take too long to load on mobile, 31% say mobile payment capabilities are inconsistent, and 45% say their experience across devices is inconsistent. 

Dive Insight:

While there's evidence that consumers have expectations for mobile, including the fact that mobile surged on the Black Friday sales weekend, there’s a disconnect between those expectations and what retailers largely deliver (or don’t). One of the most disheartening results, according to the Mobiquity report, is that retailers are still demonstrating slow mobile load times.​

Studies this year are consistently finding that mobile devices made a difference over the big holiday shopping weekend from Thanksgiving to Cyber Monday — and continue beyond. But they are also consistently finding this problem; that shoppers are more mobile-ready than retailers.