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

Experience

Satisfaction

with Web

Experience

Store.Apple.com 85 83
Amazon.com 84 88
Dell.com 78 80
Netflix.com 77 79
eBay.com 77 80
BestBuy.com 76 78
Staples.com 76 78
Avon.com 75 83
BN.com 75 81
HomeDepot.com 75 78
VictoriasSecret.com 75 81
Toysrus.com 74 75
Blockbuster.com 73 75
Target.com 72 76
Walmart.com 72 79
Sears.com 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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