This morning ForeSee Results, which measures consumer satisfaction with websites and e-commerce experiences, released a new “Mobile Satisfaction Index.” The company surveyed more than 6,000 US adults between Thanksgiving and Xmas last year to determine their attitudes toward mobile retail sites and apps, as well as their shopping patterns on mobile devices.
As one might expect, among the retailers measured, Amazon was the company with the highest mobile satisfaction score, followed by Apple.
Source: ForeSee Results
ForeSee reported that the retailers with the biggest improvements in mobile satisfaction since 2011 were Target, Victoria’s Secret, and Barnes & Noble. Apple declined two points vs. 2011.
Most consumers gave slightly higher scores to the traditional websites of retailers, but only by a few points, generally.
Source: ForeSee Results
The survey found that 70 percent of respondents said they used mobile phones during a retail store shopping experience. However, most of them were looking up information from the retailer’s own website or app.
Consumers were asked, “How did you use your mobile phone while in retail stores this holiday season?” There was a roughly 60-40 split between shoppers accessing a retailer’s own site and competitive sites:
- 62 percent accessed the store’s website on their phone (satisfaction for this group is 79)
- 37 percent accessed a competitor’s website on their phone (77)
- 21 percent accessed a shopping comparison website on their phone (77)
- 20 percent accessed the store’s mobile shopping app on their phone (79)
- 11 percent accessed a competitor’s mobile shopping app on their phone (77)
The following were the specific types of things that people did while shopping on their phones, according to the survey:
- 56 percent used a mobile phone to access the Internet to research products (compare product details, look up prices, find store locations, etc.)
- 26 percent made purchases online from a mobile phone
- 27 percent used a mobile phone to compare products or prices while shopping in person in a store
- 13 percent used retailer-developed mobile shopping apps
- 27 percent said none of these
The 26 percent who made purchases with their mobile phones is a subset of all mobile shoppers. However, it’s a fairly high number. It’s also worth noting that only 13 percent of these respondents said they used retailer mobile apps. Most of the information shoppers obtained was from the mobile Web (or perhaps third party apps such as maps).
The following were the factors that had the greatest impact on mobile satisfaction, according to ForeSee Results:
- Price: Perceptions of the fairness and competitiveness of a retailer’s prices
- Merchandise: The appeal, variety, and availability of products on the mobile site
- Site/App Functionality: The usefulness, convenience, and variety of features available to mobile site visitors
- Content: Perceptions of accuracy, quality, and freshness of information on the site