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
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.
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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
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Alan, an ardent smartphone enthusiast and a veteran writer at PhoneArena since 2009, has witnessed and chronicled the transformative years of mobile technology. Owning iconic phones from the original iPhone to the iPhone 15 Pro Max, he has seen smartphones evolve into a global phenomenon. Beyond smartphones, Alan has covered the emergence of tablets, smartwatches, and smart speakers.
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