Mobile Shopping Satisfaction Positively Impacts Other Channels

January 13, 2012

This article is included in these additional categories:

Analytics, Automated & MarTech | Brand Metrics | Data-driven | Mobile Phone | Retail & E-Commerce | Telecom

foresee-customer-satisfaction-in-return-shopping2-jan12.gifSatisfied mobile customers report being 40% more likely than dissatisfied mobile customers to consider the same company when purchasing from other channels such as a traditional website or store (88% vs. 63%), according to [download page] January 2012 analysis from ForeSee.

Satisfied mobile customers, those with scores of 80 or higher on ForeSee’s E-Retail Satisfaction Index, are also 54% more likely than their dissatisfied counterparts (with scores of 69 or lower) to consider the company the next time they are making a similar purchase (91% vs. 59%), and twice as likely to purchase from the company’s mobile site in the future (84% vs. 42%).

Apple, Amazon Clear Satisfaction Leaders

Of the largest online retailers’ sites, the Apple store and Amazon provided the best mobile experience during the 2011 holiday season by a large margin. Apple came in first place with a score of 85 on the study’s 100-point scale, with Amazon close behind at 84, both far ahead of Dell (78). According to December 2011 analysis from ForeSee, Amazon led all major online retailers during the holiday season in website satisfaction, earning a score of 88, the highest ever attained by a retailer studied since 2005.

Amazon was not the only online retailer whose traditional website satisfied shoppers more than its mobile experience. Of the 16 retailers studied, the average satisfaction score for their websites was 79, compared to 76 for their mobile experiences. In fact, Apple was the only retailer to earn a higher mobile than website score (85 vs. 83). ForeSee notes that all 16 retailers’ mobile experiences outperformed the mobile benchmark of 67.

4 in 10 Online Shoppers Use Mobile to Access Retailer

Data from “Mobile Satisfaction: Apple and Amazon Excel” indicates that 38% of online shoppers have used a mobile phone to access a retailer’s website, mobile site, or mobile application, while a further 25% might do so in the future. During the holiday season, the most popular way respondents used their mobile phone for shopping purposes was to access the internet to research products (34%), followed by to compare products or prices while shopping in person in a store (19%). 15% said they made purchases online from their phone. According to January data from IBM Smarter Commerce, 14.6% of all online sessions on a retailer’s site were initiated from a device in December 2011, more than double the rate of 5.6% from the previous year, while sales from mobile devices doubled, reaching 11%, compared to 5.5% in December 2010.

Mobile Users Check Out Competition

foresee-use-of-mobile-phone-while-in-store-jan12.gifWhen asked which ways they used their mobile phone while shopping a store, 65% of respondents to the ForeSee survey indicated that they had accessed the store’s website on their phone, although 43% said they had accessed a competitor’s website on their phone. A further 26% said they had accessed a shopping comparison website, although respondents were 50% more likely to have accessed the store’s mobile shopping app than a competitor’s (21% vs. 14%).

A survey released in January 2012 by Prosper Mobile Insights found an even tougher competitive situation: results from the survey indicated that smartphone and tablet users who used their devices to compare prices while shopping in a store were 33% more likely to purchase from another retailer than from the same retailer (40.6% vs. 30.6%). Respondents were also more likely to purchase from another retailer’s website than from the same retailer’s website after comparing prices in-store (25.6% vs. 13.3%).

About the Data: The ForeSee E-Retail Satisfaction Indices are based upon the methodology of the American Customer Satisfaction Index (ACSI). This study utilized FGI Research’s SmartPanelTM, a nationwide panel of approximately 1.6 million consumer households who have agreed to participate in opt-in surveys. In this multifaceted study, more than 23,000 survey responses were collected from November 29, 2011 through December 15, 2011.


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