Whether you have an iPhone, Android, BlackBerry or Windows 7, there are thousands of free, really good apps to download. For the fitness fanatic, there are the GymGoal ABC, Lose It and MyFitness Pal (my personal favorite) apps. Want to learn a new language? Well, there are apps for that too, including Living Languages and Rocket Languages. There are apps for travel, the weather, amusement, and yes, even shopping.
According to a new survey, 25 percent of smartphone owners say they use their phones for shopping-related activities. The problem, however, is that mobile commerce sites and retail apps are not meeting consumer expectations.
“Consumers are far more satisfied when they shop on web sites than when they use mobile commerce sites or retail apps,” said Eric Feinberg, senior director of mobile media and entertainment for ForeSee.
Feinberg presented the ForeSee Mobile Satisfaction Index: Retail Edition at the Internet Retailer’s Mobile Marketing & Commerce Forum 2012 in San Diego this month. At the forum, Feinberg emphasized that retailers should not focus on how often consumers convert via mobile. Most consumers, said Feinberg, are just using their smartphones to get information in order to purchase a product on the web or at the store.
“Mobile underperforms the web,” said Feinberg. “We need to collectively step up our game.”
In fact, the most popular tasks performed on mobile retail sites and apps included looking up product details (28 percent) and price information (19 percent). The survey— based on 4,500 customers— also shows overall satisfaction with the mobile experiences of 20 of the largest online retailers registered 79 on the Index’s 100-point scale, with scores ranging from 76 to 84. Almost half of the measured retailers scored 80 or above, which ForeSee considers a benchmark for excellence. Amazon sets the bar at 84, followed by Avon (83) and Apple (82).
Other key findings include:
- App users were slightly more satisfied (80) than mobile web users (79). Over 68 percent used a retailer’s mobile website, while 32 percent used a retailer’s app.
- The highest app usage among measured companies was 59 percent for Netflix, 53 percent for eBay, 52 percent for Groupon, and 48 percent for Walgreens.
- First-time users of a mobile site or app tend to be less satisfied with their mobile experiences as they learn new layouts, navigation and functionality. First-time visitors score 77 compared to 80 for repeat visitors.
- Customers already familiar with a brand are more satisfied than people who were driven to the company’s mobile site or app via search engines or shopping comparison sites.
- Mobile Commerce Leaders Meet in Boston to Discuss Upcoming Disruption to Banks and Retailers: High Start Group and Catalina Establish the Mobile Commerce Summit (prweb.com)
- Amazon, Apple Top Mobile Retail Customer Satisfaction (techcrunch.com)
- Amazon beats Apple in mobile customer satisfaction (vator.tv)
- Smartphone Adoption and Usage (pewinternet.org)
- The Top 100 Free Apps (pcmag.com)