Welcome!

Symbian Authors: Jack Newton, Kevin Benedict, Matthew Lobas, Shelly Palmer, RealWire News Distribution

News Feed Item

Customer Satisfaction Gap Between Mobile and Traditional Retail Websites Narrows

...Just a two-point difference exists between satisfaction levels online and mobile...

LONDON, Feb. 27, 2013 /PRNewswire/ -- ForeSee, the leading customer experience analytics firm, today announced the findings of its latest mobile shopping report and revealed that the customer satisfaction gap between mobile and the more traditional retail websites is narrowing.

(Photo: http://photos.prnewswire.com/prnh/20130227/DE67657-INFO )
(Logo: http://photos.prnewswire.com/prnh/20110819/DE54780LOGO )

The research, carried out across nearly 10,000 surveys, examined satisfaction scores from visitors to 40 of the largest (as defined by the IMRG) UK mobile online retail websites, apps and tablets in the UK. It serves to investigate the impact mobile shopping has had on those retailers, and provides valuable insight on how UK shoppers are using their mobiles to browse, research and purchase goods.

Key research findings:

1. Mobile satisfaction versus traditional websites – Retail mobile experiences still slightly trail traditional online retail websites with regard to customer satisfaction, however the gap is narrowing. Customer satisfaction with traditional online retail websites in the UK scored a 74 on the study's 100-point scale, up from one point last year, and mobile experiences ranked slightly lower with 72—but a commendable two-point increase from last year.

Customer Satisfaction in the UK

2010

2011

2012

Retail Websites

72

73

74

Retail Mobile Sites and Apps

67

70

72

Implication: Consumers who use their mobile devices to engage and transact with companies are fairly happy doing so, and if a company is not providing a mobile experience, then it is missing out on a growing segment of customers that could otherwise make purchases and recommendations.

2. Multiple device shopping – Most consumers (87 per cent) are still using their home computer (or PC) as the main device with which to shop online, but one in five shoppers are using either a mobile phone or smartphone or a tablet device to access a retailer's website, mobile site or mobile app. Mobile phone users are also more satisfied with their experience than home computer users are (77 vs. 74).

Which of these devices did you use
to shop with this company?

% of
Respondents

Satisfaction

A home computer

87%

74

A computer at my work

12%

74

A computer at another location
(public library, friend's house)

5%

76

A mobile phone or smartphone
(to access a website, mobile site, or app)

12%

77

A tablet or iPad

9%

75

Another device

3%

67

Implication: Businesses need to measure satisfaction accurately across the multiple touch points that shoppers are now using to interact with them. They especially need to be prepared for the increasing use of tablet devices, which are emerging as a preferred way for users to shop.

3. An increase in popularity of "showrooming" (where customers visit a store to look at the merchandise in person, but then shop online—often via mobile—to get a better price through a competitor) – Forty per cent of the mobile users measured reported using their mobile phone while in a retail store; however, it isn't always to check price comparison sites or competitors—many shoppers are using mobiles to check that company's own website. However, it is true that there is a smaller, less satisfied group of mobile shoppers who are accessing a competitor's site or app whilst in store.

How did you use your mobile phone
whilst in store? (Please select all that apply.)

% of Respondents

Satisfaction

I accessed the store's website

74%

75

I accessed a competitor's website

34%

73

I accessed a shopping comparison
website (Shopzilla.com, Shopping.com)

16%

72

I accessed the store's shopping app

16%

75

I accessed a competitor's shopping app

8%

71

Implication: Showrooming isn't necessarily a bad thing. Stores have an opportunity to keep their customers by providing a better mobile experience for them, but to do that, they must understand the needs of their own multichannel customer. If a mobile and/or store experience doesn't meet expectations, customers will go somewhere else.

4. What do shoppers use mobile sites for and are they satisfied? As a whole, users who accessed mobile sites or apps to make a purchase and/or compare products are highly satisfied. More than half of the respondents used a mobile site or app to look up price information and 32 per cent compared products.

How did you use the mobile site/app?

% of
Respondents

Satisfaction

To compare different products

32%

80

To look up price information about a product

51%

77

To look up product specifications

28%

78

To view product reviews

19%

79

To make a purchase

14%

80

To look up store information (location, hours)

7%

79

None of these

5%

72

Implication: By understanding how mobile shoppers are using their phones and tablets, retailers can decide what kind of functionality to prioritise and improve the experience for customers.

"It's plain and simple: companies that are not measuring the mobile customer experience are operating in the dark. It's time to turn on the lights," said Larry Freed, CEO at ForeSee. "Measuring mobile satisfaction is no longer an add-on for companies to consider. Phones and tablets are an integral nexus of online traffic and serve as companion channels to virtually every other customer touch point."

ForeSee's Senior Director of Mobile, Media and Entertainment Eric Feinberg added: "The mobile revolution is here and these companies—even the largest and best at what they do—cannot afford to waste time, effort and resources making poor decisions when it comes to managing their mobile experiences.

"Mobile is drastically changing the way today's multichannel, multidevice consumers are viewing and engaging with companies and business leaders can ill-afford to stand idle and watch the opportunity go by. If they measure mobile (and do it well) their customers will do most of the heavy lifting in helping them to create a successful mobile experience. They will help to identify the purpose of the visit, show you their likely next step, and tell you their location and the devices they use. They will also tell you what is working, what isn't, and what they would like to be able to do with your mobile experience. All you have to do is ask them."

About the Research

The ForeSee Mobile Satisfaction Index analyses mobile satisfaction, elements that impact satisfaction, future behaviours, and other key findings through the eyes of the consumer. The report concentrates exclusively on the mobile experiences with 40 of the largest UK mobile e-tailers (as defined by the IMRG) 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.

Nearly 10,000 surveys were collected from visitors to these 40 companies' mobile commerce apps and sites on phones and tablets from during November and December 2012. The study was conducted using a consumer panel. All scores are on a 100-point scale.

About ForeSee

As a pioneer in customer experience analytics, ForeSee continually measures satisfaction and delivers powerful insights on where to prioritise improvements for maximum impact. ForeSee applies its trusted technology across channels and customer touch points, including websites, call centres, brick-and-mortar locations, mobile experiences, and social media interactions. Because ForeSee's proven methodology measures satisfaction in a manner that is predictive of customer loyalty, purchase behaviour, future financial success, and even stock prices, executives and managers are able to drive future success by confidently prioritising the efforts that they know will achieve business goals.

Working across the public and private sectors, with deep expertise in a range of business and consumer industries, ForeSee combines the best in customer satisfaction measurement, proven predictive analytics, actionable usability analysis, and rich observational data to work with large and small organisations around the world. The results of measuring success through the customers' eyes are better outcomes for businesses and a better experience for consumers. Visit: www.foresee.com for customer experience solutions and original research.

Press Contact

Nikki Alvey, The PR Network
Tel: +44 (0) 7973 354 706
[email protected]

More Stories By PR Newswire

Copyright © 2007 PR Newswire. All rights reserved. Republication or redistribution of PRNewswire content is expressly prohibited without the prior written consent of PRNewswire. PRNewswire shall not be liable for any errors or delays in the content, or for any actions taken in reliance thereon.

@ThingsExpo Stories
The Internet of Things can drive efficiency for airlines and airports. In their session at @ThingsExpo, Shyam Varan Nath, Principal Architect with GE, and Sudip Majumder, senior director of development at Oracle, will discuss the technical details of the connected airline baggage and related social media solutions. These IoT applications will enhance travelers' journey experience and drive efficiency for the airlines and the airports. The session will include a working demo and a technical d...
What happens when the different parts of a vehicle become smarter than the vehicle itself? As we move toward the era of smart everything, hundreds of entities in a vehicle that communicate with each other, the vehicle and external systems create a need for identity orchestration so that all entities work as a conglomerate. Much like an orchestra without a conductor, without the ability to secure, control, and connect the link between a vehicle’s head unit, devices, and systems and to manage the ...
Businesses are struggling to manage the information flow and interactions between all of these new devices and things jumping on their network, and the apps and IT systems they control. The data businesses gather is only helpful if they can do something with it. In his session at @ThingsExpo, Chris Witeck, Principal Technology Strategist at Citrix, will discuss how different the impact of IoT will be for large businesses, expanding how IoT will allow large organizations to make their legacy ap...
The many IoT deployments around the world are busy integrating smart devices and sensors into their enterprise IT infrastructures. Yet all of this technology – and there are an amazing number of choices – is of no use without the software to gather, communicate, and analyze the new data flows. Without software, there is no IT. In this power panel at @ThingsExpo, moderated by Conference Chair Roger Strukhoff, panelists will look at the protocols that communicate data and the emerging data analy...
As ridesharing competitors and enhanced services increase, notable changes are occurring in the transportation model. Despite the cost-effective means and flexibility of ridesharing, both drivers and users will need to be aware of the connected environment and how it will impact the ridesharing experience. In his session at @ThingsExpo, Timothy Evavold, Executive Director Automotive at Covisint, will discuss key challenges and solutions to powering a ride sharing and/or multimodal model in the a...
SYS-CON Events announced today that Commvault, a global leader in enterprise data protection and information management, has been named “Bronze Sponsor” of SYS-CON's 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. Commvault is a leading provider of data protection and information management solutions, helping companies worldwide activate their data to drive more value and business insight and to transform moder...
Cloud computing is being adopted in one form or another by 94% of enterprises today. Tens of billions of new devices are being connected to The Internet of Things. And Big Data is driving this bus. An exponential increase is expected in the amount of information being processed, managed, analyzed, and acted upon by enterprise IT. This amazing is not part of some distant future - it is happening today. One report shows a 650% increase in enterprise data by 2020. Other estimates are even higher....
What are the new priorities for the connected business? First: businesses need to think differently about the types of connections they will need to make – these span well beyond the traditional app to app into more modern forms of integration including SaaS integrations, mobile integrations, APIs, device integration and Big Data integration. It’s important these are unified together vs. doing them all piecemeal. Second, these types of connections need to be simple to design, adapt and configure...
Digital innovation is the next big wave of business transformation based on digital technologies of which IoT and Big Data are key components, For example: Business boundary innovation is a challenge to excavate third-party business value using IoT and BigData, like Nest Business structure innovation may propose re-building business structure from scratch, as Uber does in the taxicab industry The social model innovation is also a big challenge to the new social architecture with the design fr...
A strange thing is happening along the way to the Internet of Things, namely far too many devices to work with and manage. It has become clear that we'll need much higher efficiency user experiences that can allow us to more easily and scalably work with the thousands of devices that will soon be in each of our lives. Enter the conversational interface revolution, combining bots we can literally talk with, gesture to, and even direct with our thoughts, with embedded artificial intelligence, wh...
Data is an unusual currency; it is not restricted by the same transactional limitations as money or people. In fact, the more that you leverage your data across multiple business use cases, the more valuable it becomes to the organization. And the same can be said about the organization’s analytics. In his session at 19th Cloud Expo, Bill Schmarzo, CTO for the Big Data Practice at EMC, will introduce a methodology for capturing, enriching and sharing data (and analytics) across the organizati...
SYS-CON Events announced today that Bsquare has been named “Silver Sponsor” of SYS-CON's @ThingsExpo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. For more than two decades, Bsquare has helped its customers extract business value from a broad array of physical assets by making them intelligent, connecting them, and using the data they generate to optimize business processes.
SYS-CON Events has announced today that Roger Strukhoff has been named conference chair of Cloud Expo and @ThingsExpo 2016 Silicon Valley. The 19th Cloud Expo and 6th @ThingsExpo will take place on November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. "The Internet of Things brings trillions of dollars of opportunity to developers and enterprise IT, no matter how you measure it," stated Roger Strukhoff. "More importantly, it leverages the power of devices and the Interne...
19th Cloud Expo, taking place November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA, will feature technical sessions from a rock star conference faculty and the leading industry players in the world. Cloud computing is now being embraced by a majority of enterprises of all sizes. Yesterday's debate about public vs. private has transformed into the reality of hybrid cloud: a recent survey shows that 74% of enterprises have a hybrid cloud strategy. Meanwhile, 94% of enterpri...
In this strange new world where more and more power is drawn from business technology, companies are effectively straddling two paths on the road to innovation and transformation into digital enterprises. The first path is the heritage trail – with “legacy” technology forming the background. Here, extant technologies are transformed by core IT teams to provide more API-driven approaches. Legacy systems can restrict companies that are transitioning into digital enterprises. To truly become a lea...
According to Forrester Research, every business will become either a digital predator or digital prey by 2020. To avoid demise, organizations must rapidly create new sources of value in their end-to-end customer experiences. True digital predators also must break down information and process silos and extend digital transformation initiatives to empower employees with the digital resources needed to win, serve, and retain customers.
Video experiences should be unique and exciting! But that doesn’t mean you need to patch all the pieces yourself. Users demand rich and engaging experiences and new ways to connect with you. But creating robust video applications at scale can be complicated, time-consuming and expensive. In his session at @ThingsExpo, Zohar Babin, Vice President of Platform, Ecosystem and Community at Kaltura, will discuss how VPaaS enables you to move fast, creating scalable video experiences that reach your...
In his keynote at 18th Cloud Expo, Andrew Keys, Co-Founder of ConsenSys Enterprise, provided an overview of the evolution of the Internet and the Database and the future of their combination – the Blockchain. Andrew Keys is Co-Founder of ConsenSys Enterprise. He comes to ConsenSys Enterprise with capital markets, technology and entrepreneurial experience. Previously, he worked for UBS investment bank in equities analysis. Later, he was responsible for the creation and distribution of life sett...
SYS-CON Events announced today that SoftLayer, an IBM Company, has been named “Gold Sponsor” of SYS-CON's 18th Cloud Expo, which will take place on June 7-9, 2016, at the Javits Center in New York, New York. SoftLayer, an IBM Company, provides cloud infrastructure as a service from a growing number of data centers and network points of presence around the world. SoftLayer’s customers range from Web startups to global enterprises.
Internet of @ThingsExpo, taking place November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA, is co-located with 19th Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry players in the world. The Internet of Things (IoT) is the most profound change in personal and enterprise IT since the creation of the Worldwide Web more than 20 years ago. All major researchers estimate there will be tens of billions devices - comp...