Mobilization Techniques Utilized by Leading Global E-Commerce Sites

J. Christopher Sandvig
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J. Christopher Sandvig: Department of Decision Sciences, Western Washington University, Bellingham, WA, USA

International Journal of E-Business Research (IJEBR), 2016, vol. 12, issue 2, 1-16

Abstract: The objective of this study is to improve our understanding of website mobilization techniques. The landing pages of Alexa's 527 top global shopping sites were analyzed for mobilization technique, mobile usability, and data requirements. It also investigates how mobile technique impacts Google mobile search results. The study found that 89.3% of top global shopping sites are mobile-friendly. The most popular mobile technique is to redirect mobile users to a separate URL, commonly known as m.sites, utilized by 44.1% of sites, followed by dynamic serving, utilized by 23.8%, and responsive, utilized by 23.0% of sites. Keyword analysis using the SEMRush service found a statistically significant difference in keywords following Google's algorithm change to favor mobile sites.

Date: 2016
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