Survey shows Apple offers most-satisfying mobile shopping experience
The study from ForeSee (via VentureBeat) collected responses from 3,000 visitors to apps and mobile sites for the top 40 U.S. retailers' websites based on revenue. Apple received the top score of 85 for its mobile experience, faring better than its own Web experience, which scored 83.
Amazon was a close second with a satisfaction score of 84. Dell came in third with a score of 78, and Netflix and eBay tied for fourth with 77.
As the adoption of smartphones increases, more consumers are using them to access retailer websites,â said Larry Freed, President and CEO of the analytics firm. âMore and more, there is expectation that companies will address the mobile environment in ways that are effective and user-friendly. Mobile commerce is still relatively new and there is a lot of room for innovation and improvement."
Respondents generally ranked their mobile commerce experiences as less satisfactory than Web experiences, though Apple was a rare exception.
âThe gap between mobile experience and web experience is an opportunity for retailers as much as it is a liability. We know consumer expectations will only continue to grow, and right now Amazon and Apple are setting a very high bar,â he continued.
Credit: ForeSee
The survey also found that 34 percent of online shoppers use their mobile phones to research purchases. 15 percent of respondents said they made purchases directly from their phone, up from 11 percent last year.
19 percent of shoppers said they used their mobile phones to compare prices while shopping in a store. Amazon sparked a controversy last month when it began offering discounts for items to customers who used its Price Check shopping app to check prices while at a physical store.
An earlier report from ForeSee released late last month found Apple to be the top computers and electronics retailer and the second overall in terms of customer satisfaction.
A separate study revealed that iOS users account for the majority of mobile e-commerce transactions. Retail analysis firm RichRelevance noted a whopping 92 percent of online non-desktop sales last December as having been made from iOS devices.
24 Comments
If you average out the two Amazon wins. That said, I don't find Amazon's site near as satisfying due it being so busy and question the results when Dell is ranked so high despite one of the most unsatisfying experiences you can create.
Respondents generally ranked their mobile commerce experiences as less satisfactory than Web experiences, though Apple was a rare exception.
Is this the part where SlickMe will say Apple is in the minority? (sorry 'bout that)
If you average out the two Amazon wins. That said, I don't find Amazon's site near as satisfying due it being so bust and question the results when Dell is ranked so high despite one of the most unsatisfying experiences you can create.
Well, Dell uses flash on their lap/desktop site, but when accessed from my iPhone it offers a native app, and after I choose 'no thanks' I was presented with an iPhone optimized page. (this is the consumer site, not business) Stupid thing is, when entering 'Tablet' in the search field I get a 'page not available' - LOL. <edit, the search field always gives an error on my iPhone, except for their 'business website'>
But Dell doesn't have a monopoly with CrapWeb, look at www.bearflagwine.com
Cheers
Is this the part where SlickMe will say Apple is in the minority? (sorry 'bout that)
Well, Dell uses flash on their lap/desktop site, but when accessed from my iPhone it offers a native app, and after I choose 'no thanks' I was presented with an iPhone optimized page. (this is the consumer site, not business) Stupid thing is, when entering 'Tablet' in the search field I get a 'page not available' - LOL. <edit, the search field always gives an error on my iPhone, except for their 'business website'>
But Dell doesn't have a monopoly with CrapWeb, look at www.bearflagwine.com
Cheers
I don't think I have any experience ? at least none I can recall positively or negatively ? for Amazon for their mobile site but I have enjoyed the level of service they have offered for being a faceless, internet-only warehouse store.
I have used Apple's mobile app and it's simple to use. The ability to buy a product in a store with the app without interacting with any employees was very handy. I'm not sure if this would get counted in the survey but the mobile app is a great way to set up Genius appointment.
If you average out the two Amazon wins. That said, I don't find Amazon's site near as satisfying due it being so bust and question the results when Dell is ranked so high despite one of the most unsatisfying experiences you can create.
If you're averaging then you should do a weighted average, where mobile is assigned a smaller weight corresponding to its smaller share (which wouldn't change the results in this case, but could in principle).
You question the results of a survey with 3000 respondents based on what, your own experience? Yeah, you have a solid point there...
Amazon has the ugliest website.