Apple and Amazon Rules the Chart in Mobile Customer Satisfaction

Posted on Jan 12 2012 - 12:30pm by Editorial Staff

According to the Foresee recently released data, E-retails giants Apple and Amazon leads the competition in a mobile customer satisfaction. Apple and Amazon are head and shoulders above the competition in terms of customer satisfaction across the top retail mobile websites and apps.

As per research, shoppers are generally more satisfied with traditional websites than they are with their mobile counterparts. The average mobile satisfaction score for the 16 retailers measured in the report is 76, compared to 79 for the same companies’ websites. Apple and Amazon, which scored 85 and 84, respectively, on the 100-point scale study, topped the list by a wide margin.

However, a few companies had comparable performance on mobile and web: Apple (a standout with a mobile score two points higher than its web score), Toys “R” Us, Best Buy, Staples, Netflix, Dell, and Blockbuster.  Others reveal large gaps between the website and the mobile experience, including Avon (satisfaction 8 points lower on mobile) and Walmart (7 points lower).

In addition, the ForeSee study shows that satisfaction with the mobile experience has a significant cross-channel impact. Mobile shoppers who are highly satisfied with their mobile experience are 54% more likely to consider the company next time they want to make a similar purchase, and twice as likely to buy from the retailer’s mobile channel again.

Besides this, research also show that a third of online shoppers (34%) used their mobile phones to research products while 15% made a purchase directly from their phone, up from 11% last year, One in five-online shoppers (19%) used a mobile phones to compare prices or products while shopping in a retail location and 19% of all online shoppers are now using mobile phones to compare prices while shopping inside a store.

The research and the final results are based on mobile score on more than 3,000 responses collected from visitors to the mobile sites and apps of the top 40 e-retails websites according to sales revenue. Data for online shoppers is based on more than 8,500 responses from visitors to the traditional websites of these retailers. Survey responses were collected via FGI Research’s Smart Panel.

About ForeSee:

ForeSee is an international customer experience analytics firm based in Ann Arbor, Michigan. Using the methodology of the American Customer Satisfaction Index (ACSI) which was founded at the University of Michigan, ForeSee continuously measures satisfaction across customer touch points and delivers critical insights on where to prioritize improvements for maximum impact. ForeSee’s original research on retail, e-government, financial services, and other industries is regularly cited in major news and media outlets and in academic and analyst research.

About the Author
Editorial Staff

Editorial Staff at I2Mag is a team of subject experts led by Karan Chopra.