4,500 customers were surveyed by ForeSee in August. The survey showed that those using a retailer's app were a tad more satisfied than those using the same retailer's mobile web site by a score of 80% to 79%. But only 32% of mobile shoppers were using an app as opposed to the 68% that used the mobile web site for their purchasing. Netflix had the largest percentage of shoppers using its app with 59% of visitors to the streaming video site preferring to use the app over the mobile web site. Other leaders in app use include eBay (53%), Groupon (52%) and Walgreen's (48%).
According to ForeSee, measuring customer satisfaction is important as it is a forward looking indicator of future purchases. 69% of satisfied customers are more likely to make a purchase using their mobile device while 72% of satisfied customers are more apt to recommend the company to friends. 58% are more likely to return to the retailer's mobile web site or app. The top 20 retailers had an aggregate satisfaction reading of 79 with ToysRUs in last place with a score of 76.
source: ForeSee via FierceMobile