Click here to close now.




















Welcome!

Agile Computing Authors: Greg Dickinson, Dana Gardner, Adrian Bridgwater, Tim Hinds, Jim Taylor

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
SYS-CON Events announced today that HPM Networks will exhibit at the 17th International Cloud Expo®, which will take place on November 3–5, 2015, at the Santa Clara Convention Center in Santa Clara, CA. For 20 years, HPM Networks has been integrating technology solutions that solve complex business challenges. HPM Networks has designed solutions for both SMB and enterprise customers throughout the San Francisco Bay Area.
For IoT to grow as quickly as analyst firms’ project, a lot is going to fall on developers to quickly bring applications to market. But the lack of a standard development platform threatens to slow growth and make application development more time consuming and costly, much like we’ve seen in the mobile space. In his session at @ThingsExpo, Mike Weiner, Product Manager of the Omega DevCloud with KORE Telematics Inc., discussed the evolving requirements for developers as IoT matures and conducted a live demonstration of how quickly application development can happen when the need to comply wit...
The Internet of Everything (IoE) brings together people, process, data and things to make networked connections more relevant and valuable than ever before – transforming information into knowledge and knowledge into wisdom. IoE creates new capabilities, richer experiences, and unprecedented opportunities to improve business and government operations, decision making and mission support capabilities.
Explosive growth in connected devices. Enormous amounts of data for collection and analysis. Critical use of data for split-second decision making and actionable information. All three are factors in making the Internet of Things a reality. Yet, any one factor would have an IT organization pondering its infrastructure strategy. How should your organization enhance its IT framework to enable an Internet of Things implementation? In his session at @ThingsExpo, James Kirkland, Red Hat's Chief Architect for the Internet of Things and Intelligent Systems, described how to revolutionize your archit...
MuleSoft has announced the findings of its 2015 Connectivity Benchmark Report on the adoption and business impact of APIs. The findings suggest traditional businesses are quickly evolving into "composable enterprises" built out of hundreds of connected software services, applications and devices. Most are embracing the Internet of Things (IoT) and microservices technologies like Docker. A majority are integrating wearables, like smart watches, and more than half plan to generate revenue with APIs within the next year.
Growth hacking is common for startups to make unheard-of progress in building their business. Career Hacks can help Geek Girls and those who support them (yes, that's you too, Dad!) to excel in this typically male-dominated world. Get ready to learn the facts: Is there a bias against women in the tech / developer communities? Why are women 50% of the workforce, but hold only 24% of the STEM or IT positions? Some beginnings of what to do about it! In her Opening Keynote at 16th Cloud Expo, Sandy Carter, IBM General Manager Cloud Ecosystem and Developers, and a Social Business Evangelist, d...
In his keynote at 16th Cloud Expo, Rodney Rogers, CEO of Virtustream, discussed the evolution of the company from inception to its recent acquisition by EMC – including personal insights, lessons learned (and some WTF moments) along the way. Learn how Virtustream’s unique approach of combining the economics and elasticity of the consumer cloud model with proper performance, application automation and security into a platform became a breakout success with enterprise customers and a natural fit for the EMC Federation.
The Internet of Things is not only adding billions of sensors and billions of terabytes to the Internet. It is also forcing a fundamental change in the way we envision Information Technology. For the first time, more data is being created by devices at the edge of the Internet rather than from centralized systems. What does this mean for today's IT professional? In this Power Panel at @ThingsExpo, moderated by Conference Chair Roger Strukhoff, panelists addressed this very serious issue of profound change in the industry.
Discussions about cloud computing are evolving into discussions about enterprise IT in general. As enterprises increasingly migrate toward their own unique clouds, new issues such as the use of containers and microservices emerge to keep things interesting. In this Power Panel at 16th Cloud Expo, moderated by Conference Chair Roger Strukhoff, panelists addressed the state of cloud computing today, and what enterprise IT professionals need to know about how the latest topics and trends affect their organization.
It is one thing to build single industrial IoT applications, but what will it take to build the Smart Cities and truly society-changing applications of the future? The technology won’t be the problem, it will be the number of parties that need to work together and be aligned in their motivation to succeed. In his session at @ThingsExpo, Jason Mondanaro, Director, Product Management at Metanga, discussed how you can plan to cooperate, partner, and form lasting all-star teams to change the world and it starts with business models and monetization strategies.
Converging digital disruptions is creating a major sea change - Cisco calls this the Internet of Everything (IoE). IoE is the network connection of People, Process, Data and Things, fueled by Cloud, Mobile, Social, Analytics and Security, and it represents a $19Trillion value-at-stake over the next 10 years. In her keynote at @ThingsExpo, Manjula Talreja, VP of Cisco Consulting Services, discussed IoE and the enormous opportunities it provides to public and private firms alike. She will share what businesses must do to thrive in the IoE economy, citing examples from several industry sectors.
There will be 150 billion connected devices by 2020. New digital businesses have already disrupted value chains across every industry. APIs are at the center of the digital business. You need to understand what assets you have that can be exposed digitally, what their digital value chain is, and how to create an effective business model around that value chain to compete in this economy. No enterprise can be complacent and not engage in the digital economy. Learn how to be the disruptor and not the disruptee.
Akana has released Envision, an enhanced API analytics platform that helps enterprises mine critical insights across their digital eco-systems, understand their customers and partners and offer value-added personalized services. “In today’s digital economy, data-driven insights are proving to be a key differentiator for businesses. Understanding the data that is being tunneled through their APIs and how it can be used to optimize their business and operations is of paramount importance,” said Alistair Farquharson, CTO of Akana.
Business as usual for IT is evolving into a "Make or Buy" decision on a service-by-service conversation with input from the LOBs. How does your organization move forward with cloud? In his general session at 16th Cloud Expo, Paul Maravei, Regional Sales Manager, Hybrid Cloud and Managed Services at Cisco, discusses how Cisco and its partners offer a market-leading portfolio and ecosystem of cloud infrastructure and application services that allow you to uniquely and securely combine cloud business applications and services across multiple cloud delivery models.
The enterprise market will drive IoT device adoption over the next five years. In his session at @ThingsExpo, John Greenough, an analyst at BI Intelligence, division of Business Insider, analyzed how companies will adopt IoT products and the associated cost of adopting those products. John Greenough is the lead analyst covering the Internet of Things for BI Intelligence- Business Insider’s paid research service. Numerous IoT companies have cited his analysis of the IoT. Prior to joining BI Intelligence, he worked analyzing bank technology for Corporate Insight and The Clearing House Payment...
"Optimal Design is a technology integration and product development firm that specializes in connecting devices to the cloud," stated Joe Wascow, Co-Founder & CMO of Optimal Design, in this SYS-CON.tv interview at @ThingsExpo, held June 9-11, 2015, at the Javits Center in New York City.
SYS-CON Events announced today that CommVault has been named “Bronze Sponsor” of SYS-CON's 17th International Cloud Expo®, which will take place on November 3–5, 2015, at the Santa Clara Convention Center in Santa Clara, CA. A singular vision – a belief in a better way to address current and future data management needs – guides CommVault in the development of Singular Information Management® solutions for high-performance data protection, universal availability and simplified management of data on complex storage networks. CommVault's exclusive single-platform architecture gives companies unp...
Electric Cloud and Arynga have announced a product integration partnership that will bring Continuous Delivery solutions to the automotive Internet-of-Things (IoT) market. The joint solution will help automotive manufacturers, OEMs and system integrators adopt DevOps automation and Continuous Delivery practices that reduce software build and release cycle times within the complex and specific parameters of embedded and IoT software systems.
"ciqada is a combined platform of hardware modules and server products that lets people take their existing devices or new devices and lets them be accessible over the Internet for their users," noted Geoff Engelstein of ciqada, a division of Mars International, in this SYS-CON.tv interview at @ThingsExpo, held June 9-11, 2015, at the Javits Center in New York City.
Internet of Things is moving from being a hype to a reality. Experts estimate that internet connected cars will grow to 152 million, while over 100 million internet connected wireless light bulbs and lamps will be operational by 2020. These and many other intriguing statistics highlight the importance of Internet powered devices and how market penetration is going to multiply many times over in the next few years.