Agile Computing Authors: Liz McMillan, Carmen Gonzalez, Jim Kaskade, Lori MacVittie, Pat Romanski

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




Retail Websites




Retail Mobile Sites and Apps




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


A home computer



A computer at my work



A computer at another location
(public library, friend's house)



A mobile phone or smartphone
(to access a website, mobile site, or app)



A tablet or iPad



Another device



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


I accessed the store's website



I accessed a competitor's website



I accessed a shopping comparison
website (Shopzilla.com, Shopping.com)



I accessed the store's shopping app



I accessed a competitor's shopping app



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


To compare different products



To look up price information about a product



To look up product specifications



To view product reviews



To make a purchase



To look up store information (location, hours)



None of these



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 Embotics, the cloud automation company, will exhibit at the 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. Embotics is the cloud automation company for IT organizations and service providers that need to improve provisioning or enable self-service capabilities. With a relentless focus on delivering a premier user experience and unmatched customer support, Embotics is the fas...
SYS-CON Events announced today that MathFreeOn will exhibit at the 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. MathFreeOn is Software as a Service (SaaS) used in Engineering and Math education. Write scripts and solve math problems online. MathFreeOn provides online courses for beginners or amateurs who have difficulties in writing scripts. In accordance with various mathematical topics, there are more tha...
SYS-CON Events announced today that Niagara Networks will exhibit at the 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. Niagara Networks offers the highest port-density systems, and the most complete Next-Generation Network Visibility systems including Network Packet Brokers, Bypass Switches, and Network TAPs.
The best way to leverage your Cloud Expo presence as a sponsor and exhibitor is to plan your news announcements around our events. The press covering Cloud Expo and @ThingsExpo will have access to these releases and will amplify your news announcements. More than two dozen Cloud companies either set deals at our shows or have announced their mergers and acquisitions at Cloud Expo. Product announcements during our show provide your company with the most reach through our targeted audiences.
@ThingsExpo has been named the Top 5 Most Influential Internet of Things Brand by Onalytica in the ‘The Internet of Things Landscape 2015: Top 100 Individuals and Brands.' Onalytica analyzed Twitter conversations around the #IoT debate to uncover the most influential brands and individuals driving the conversation. Onalytica captured data from 56,224 users. The PageRank based methodology they use to extract influencers on a particular topic (tweets mentioning #InternetofThings or #IoT in this ...
In his general session at 19th Cloud Expo, Manish Dixit, VP of Product and Engineering at Dice, will discuss how Dice leverages data insights and tools to help both tech professionals and recruiters better understand how skills relate to each other and which skills are in high demand using interactive visualizations and salary indicator tools to maximize earning potential. Manish Dixit is VP of Product and Engineering at Dice. As the leader of the Product, Engineering and Data Sciences team a...
Virgil consists of an open-source encryption library, which implements Cryptographic Message Syntax (CMS) and Elliptic Curve Integrated Encryption Scheme (ECIES) (including RSA schema), a Key Management API, and a cloud-based Key Management Service (Virgil Keys). The Virgil Keys Service consists of a public key service and a private key escrow service. 

OnProcess Technology has announced it will be a featured speaker at @ThingsExpo, taking place November 1 - 3, 2016, in Santa Clara, California. Dan Gettens, OnProcess’ Chief Analytics Officer, will discuss how Internet of Things (IoT) data can be leveraged to predict product failures, improve uptime and slash costly inventory stock. @ThingsExpo is an annual gathering of IoT and cloud developers, practitioners and thought-leaders who exchange ideas and insights on topics ranging from Big Data in...
Data is the fuel that drives the machine learning algorithmic engines and ultimately provides the business value. In his session at Cloud Expo, Ed Featherston, a director and senior enterprise architect at Collaborative Consulting, will discuss the key considerations around quality, volume, timeliness, and pedigree that must be dealt with in order to properly fuel that engine.
In an era of historic innovation fueled by unprecedented access to data and technology, the low cost and risk of entering new markets has leveled the playing field for business. Today, any ambitious innovator can easily introduce a new application or product that can reinvent business models and transform the client experience. In their Day 2 Keynote at 19th Cloud Expo, Mercer Rowe, IBM Vice President of Strategic Alliances, and Raejeanne Skillern, Intel Vice President of Data Center Group and ...
There is growing need for data-driven applications and the need for digital platforms to build these apps. In his session at 19th Cloud Expo, Muddu Sudhakar, VP and GM of Security & IoT at Splunk, will cover different PaaS solutions and Big Data platforms that are available to build applications. In addition, AI and machine learning are creating new requirements that developers need in the building of next-gen apps. The next-generation digital platforms have some of the past platform needs a...
I'm a lonely sensor. I spend all day telling the world how I'm feeling, but none of the other sensors seem to care. I want to be connected. I want to build relationships with other sensors to be more useful for my human. I want my human to understand that when my friends next door are too hot for a while, I'll soon be flaming. And when all my friends go outside without me, I may be left behind. Don't just log my data; use the relationship graph. In his session at @ThingsExpo, Ryan Boyd, Engi...
Successful digital transformation requires new organizational competencies and capabilities. Research tells us that the biggest impediment to successful transformation is human; consequently, the biggest enabler is a properly skilled and empowered workforce. In the digital age, new individual and collective competencies are required. In his session at 19th Cloud Expo, Bob Newhouse, CEO and founder of Agilitiv, will draw together recent research and lessons learned from emerging and established ...
Smart Cities are here to stay, but for their promise to be delivered, the data they produce must not be put in new siloes. In his session at @ThingsExpo, Mathias Herberts, Co-founder and CTO of Cityzen Data, will deep dive into best practices that will ensure a successful smart city journey.
More and more brands have jumped on the IoT bandwagon. We have an excess of wearables – activity trackers, smartwatches, smart glasses and sneakers, and more that track seemingly endless datapoints. However, most consumers have no idea what “IoT” means. Creating more wearables that track data shouldn't be the aim of brands; delivering meaningful, tangible relevance to their users should be. We're in a period in which the IoT pendulum is still swinging. Initially, it swung toward "smart for smar...
Two weeks ago (November 3-5), I attended the Cloud Expo Silicon Valley as a speaker, where I presented on the security and privacy due diligence requirements for cloud solutions. Cloud security is a topical issue for every CIO, CISO, and technology buyer. Decision-makers are always looking for insights on how to mitigate the security risks of implementing and using cloud solutions. Based on the presentation topics covered at the conference, as well as the general discussions heard between sessi...
19th Cloud Expo, taking place November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA, will feature technical sessions from a rock star conference faculty and the leading industry players in the world. Cloud computing is now being embraced by a majority of enterprises of all sizes. Yesterday's debate about public vs. private has transformed into the reality of hybrid cloud: a recent survey shows that 74% of enterprises have a hybrid cloud strategy. Meanwhile, 94% of enterpri...
The Internet of Things can drive efficiency for airlines and airports. In their session at @ThingsExpo, Shyam Varan Nath, Principal Architect with GE, and Sudip Majumder, senior director of development at Oracle, will discuss the technical details of the connected airline baggage and related social media solutions. These IoT applications will enhance travelers' journey experience and drive efficiency for the airlines and the airports. The session will include a working demo and a technical d...
The Internet of Things (IoT), in all its myriad manifestations, has great potential. Much of that potential comes from the evolving data management and analytic (DMA) technologies and processes that allow us to gain insight from all of the IoT data that can be generated and gathered. This potential may never be met as those data sets are tied to specific industry verticals and single markets, with no clear way to use IoT data and sensor analytics to fulfill the hype being given the IoT today.
@ThingsExpo has been named the Top 5 Most Influential M2M Brand by Onalytica in the ‘Machine to Machine: Top 100 Influencers and Brands.' Onalytica analyzed the online debate on M2M by looking at over 85,000 tweets to provide the most influential individuals and brands that drive the discussion. According to Onalytica the "analysis showed a very engaged community with a lot of interactive tweets. The M2M discussion seems to be more fragmented and driven by some of the major brands present in the...