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Survey says Amazon offers the best mobile shopping experience

Posted: , by Alan F.

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Survey says Amazon offers the best mobile shopping experience
The results are in and ForeSee's first Mobile Satisfaction Index has Amazon on top as the company offering the best mobile shopping experience. The index, based on a survey of customers, asks them to score mobile sites on metrics like sales, recommendations and loyalty. Amazon scored 84 out of 100 to finish first. Right behind with a score of 83 is Avon. That seems a bit odd for a company that still relies on door-to-door sales for a large chunk of its business. Apple finished third with a score of 82.

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%).

Some of the top mobile retailers based on satisfaction score

Some of the top mobile retailers based on satisfaction score

Customers already familiar with a company were more satisfied dealing with them than those who were driven to a company via a link, search or shopping comparison site. Actually, making a purchase was not the number one reason for users to use a retailer's app or mobile web site. 28% visit a retailer's mobile web site or app to get details on a product, 19% use either one to get a price while 17% are checking stock at a store. 76% of those surveyed use a smartphone while 24% used a tablet when accessing the retailer's app or mobile web site.

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.
"Satisfaction is the most important customer metric companies can track because it is forward looking and a key driver of behaviors retailers care most about: purchases, recommendations, and loyalty. The ForeSee Mobile Satisfaction Index will be measuring other industries with a strong mobile presence, establishing a uniform benchmark for the mobile experience and indicating which companies need to do more to increase satisfaction that will result in desired consumer behavior that impacts the bottom line."- Eric Feinberg, ForeSee Senior Director of Mobile, Media & Entertainment

source: ForeSee via FierceMobile

7 Comments
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posted on 14 Sep 2012, 11:46 6

1. tedkord (Posts: 4708; Member since: 17 Jun 2009)


Amazon is awesome. I order through them whenever I can.

posted on 14 Sep 2012, 14:48 3

5. Pings (Posts: 301; Member since: 19 Dec 2008)


Totally! Amazon shipping is 2nd to none. I'll get more than one day free shipping and it will get there the next day. This happens all the time.

posted on 14 Sep 2012, 12:00

2. Quezdagreat (Posts: 422; Member since: 05 Apr 2012)


wheres Samsung? :{

posted on 14 Sep 2012, 12:18 2

3. mas11 (Posts: 1028; Member since: 30 Mar 2012)


I love Amazon I got my phone there for $100 less than Verizon was charging

posted on 14 Sep 2012, 14:45 2

4. imkyle (Posts: 982; Member since: 18 Nov 2010)


Amazon does kick ass.

posted on 14 Sep 2012, 19:36

6. Jyakotu (Posts: 819; Member since: 12 Dec 2008)


I actually bought my GNex through Amazon after RadioShack increased the upgrade price back to $99 and Best Buy ran out of them. I would recommend people buy/upgrade their phones through Amazon.

posted on 14 Sep 2012, 19:47

7. jroc74 (Posts: 4720; Member since: 30 Dec 2010)


While I agree with all the positives of Amazon's shipping....I use them alot now..

Newegg shoulda been on there. Newegg must doesnt get used alot.

But yea....many times on Amazon, my stuff comes sooner that its supposed to. On one hand its good to get it sooner, but when you are working and trying to take off...it would be nice for it to come on the scheduled date. Now I just wait for the tracking number and leave work early....or take off the next day.

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