Study: Mobile Site Performance Drives Customer Satisfaction Over Premium Content
A new customer satisfaction report from ForeSee, focusing on media and entertainment mobile websites and apps, revealed that a site’s mobile performance drives customer satisfaction more so than premium content.
According to the study, “While mobile users want the newest releases and latest functions, the main driver of satisfaction for streaming mobile sites and apps is actually performance – how quickly the pages load and the ability to load without error messages.”
The study also discovered that customers prefer to view media and entertainment sites and apps on their mobile devices over personal computers, with apps and mobile devices scoring 77 points on the 100-point satisfaction index scale, compared to PC’s scoring only 67-points in a similar study conducted in April.
Using a consumer panel of more than 5,500 surveys, the study measured customer satisfaction around the 22 top US streaming video, sports and news companies.
Of three the media and entertainment categories – Streaming Video, News and Sports – Streaming TV and Movie sites won the highest combined satisfaction score with 78 points. Apple’s iTunes was the top ranking media and entertainment company earning 80 points. Foresee notes that because iTunes customers download content before viewing, Apple’s scores were measured using a slightly different model than used to evaluate instant-streaming media and entertainment sites like Netflix and HBO GO which both scored 79 points. Amazon Instant Video scored 78 points, coming in above Hulu Plus and Cackle both earning only 75 points.
“Netflix may be the most disruptive and innovative company in the space. It is making major infrastructure investments so it can deliver high quality video to any customer, anywhere, on any device,” says Foresee senior director of mobile, media and entertainment Eric Feinberg.
Streaming TV and Movies were followed by Sports, with sports mobile sites and apps earning an aggregate score of 77. The highest rated mobile sports site was Fox Sports at 79 points. Three sports sites tied for second with 77 points: Bleacher Report, ESPN and Sports Illustrated. CBS Sports earned 75 points and Yahoo Sports came in last place with only 74 points.
Mobile News sites and apps tied with the Sports sites, earning 77 points as well. The leaders in the news category included Fox News and NBC News which both scored 79 points on the customer satisfaction index scale. Four news sites scored 78 points: Google news, Reuters, USA Today and Wall Street Journal. At 73 points, CBS News earned the least number of customer satisfaction points.
The study found that only 20 percent of respondents strongly agreed they could trust content from a news mobile site or app.
I place a high degree of trust in the content of this mobile site/app:
The study also surveyed where people are consuming mobile content. Findings showed that 52 percent of the respondents are accessing news, sports, and streaming mobile sites and apps from home, as opposed to nine-percent who were actually “on the go”.
The people who accessed mobile sites from home were more satisfied with their mobile experience than those who were not at home when accessing mobile sites.
Where Are Mobile Devices Really Used?
Other key findings include overall measures, with satisfied mobile users 80 percent more likely to use a mobile channel as their primary resource, 72 percent more likely to give positive recommendations, and 58 percent more likely to use the mobile channel again. When comparing smartphone versus tablet usage, the survey found that 65 percent of respondents reported using a smartphone for their last mobile media experience, while only 35 percent reported doing so on a tablet.
One last key insight compared mobile site usage against app usage, with more people using mobile sites (66%) versus apps (34%), but apps scored more satisfaction points (78) compared to mobile sites (76).
Correction: The original version of this story incorrectly referenced the ForeSee report as an American Customer Satisfaction Index (ACSI) report; since its publication, all ACSI references have been removed.
The best news in mobile marketing every Thursday.