Amazon, Apple top rivals on mobile shopping satisfaction
Amazon leads all other retailers on mobile shopping satisfaction, according to a new survey conducted by customer experience analytics firm ForeSee.
Amazon scored 84 points out of a possible 100 on ForeSee's first Mobile Satisfaction Index, which measures metrics such as loyalty, recommendations and sales across 20 of the largest mobile retail sites. Avon followed at 83 points, edging past Apple (NASDAQ:AAPL) at 82. The top 20 mobile retailers registered an aggregate satisfaction score of 79 points, with Toys "R" Us bringing up the rear at 76. "Almost half of the measured retailers score 80 or above, which ForeSee considers to be a benchmark for excellence," the firm said.
Satisfied customers are 69 percent more likely than dissatisfied shoppers to make a purchase using their mobile device. Seventy-two percent of satisfied consumers are more likely to recommend the retailer, and 58 percent are more likely to visit the mobile website or app again. First-time users of a mobile site or app tend to be less satisfied with their experiences as they attempt to learn new layouts, navigation and functionality, ForeSee adds: First-time visitors score 77, compared to 80 for repeat visitors.
Twenty-eight percent of mobile shoppers are looking up product details, with 19 percent seeking price information and 17 percent checking product availability. Usage of retailer mobile sites outweighs usage of retailer apps by a margin of 68 percent to 32 percent. Mobile app users report a satisfaction score of 80 points, however, slightly ahead of mobile website users at 79 points. Netflix led app usage among measured companies at 59 percent, followed by eBay (53 percent), Groupon (52 percent) and Walgreens (48 percent).
The ForeSee index is based on 4,500 customer surveys collected in August 2012. Seventy-six percent of consumers surveyed are mobile phone users, and 24 percent are tablet users.
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