Apple, Amazon Dominate Mobile Satisfaction

ANN ARBOR, Mich., Jan. 12, 2012 /PRNewswire/ – E-retail giants Apple and Amazon are head and shoulders above the competition in a study of customer satisfaction with top retail mobile sites and apps released today by customer experience analytics firm ForeSee. ForeSee was able to collect enough data to produce statistically reliable mobile satisfaction scores for 16 of the largest e-retailers in the United States. Apple and Amazon, which scored 85 and 84, respectively, on the study’s 100-point scale, topped the list by a wide margin.

Website Satisfaction

with Mobile



with Web

Experience 85 83 84 88 78 80 77 79 77 80 76 78 76 78 75 83 75 81 75 78 75 81 74 75 73 75 72 76 72 79 71 75

Other findings from the research show the growing role mobile is playing in the retail experience:

  • 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 phone to compare prices or products while shopping in a retail location.
  • 19% of all online shoppers are now using mobile phones to compare prices while shopping inside a store.

“The smartphone is a powerful shopping tool and a double-edged sword. Consumers will use it to research products and check a retailer’s own site while they’re in the store, but they’ll also use it to compare prices and check out the competition,” added Freed. “The gap between mobile experience and web experience is an opportunity for retailers as much as it is a liability.  We know consumer expectations will only continue to grow, and right now Amazon and Apple are setting a very high bar.”

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