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ForeSee-Multichannel-Consumers-Purchase-Steps-Feb2013When asked the first step they took in researching and/or shopping for a product this past holiday season, just 6% of multichannel shoppers surveyed by ForeSee [download page] said they visited the company’s website, mobile site, or mobile application using a mobile phone. But, 21% ended up visiting a company website or app using their mobile phone at some point during the purchase journey, equal to the proportion who visited the company’s store.

As research has previously shown, websites are the preferred digital medium during the purchase journey, and the ForeSee results show that a leading 57% started their path to purchase at a company’s website, while 73% visited the company’s website at some point during the product research and/or shopping process. Interestingly, respondents’ satisfaction scores were the same for company websites and for mobile sites, both as a first interaction and as a part of the overall journey.

The majority of shoppers (54%) surveyed ended up buying from a website, while slightly more bought from a store than purchased via a mobile site or app (23% vs. 20%). Customer satisfaction (on a 100-point scale) was higher on websites and via mobile (each at 82) than in the store (78).

Looking at the ways in which mobile shoppers used their device while in-store, the survey finds that 62% visited the store’s website on their device, while 37% accessed a competitor’s website. Respondents were also more likely to access the store’s mobile shopping app than a competitor’s app (20% vs. 11%).

About the Data: The ForeSee Mobile Satisfaction Index analyzes mobile satisfaction scores, impacts, future behaviors, and other key findings through the eyes of the consumer. This report concentrates exclusively on the 25 largest U.S. mobile retailers (as defined by Internet Retailer) and serves as a great starting point for companies that want to benchmark their mobile performance against some of the best businesses in this category.

More than 6,200 surveys were collected from visitors to these 25 companies’ mobile commerce apps and sites on phones and tablets from November 21 to December 10, 2012. The study was conducted using a consumer panel. All scores are on a 100-point scale.

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