EcommerceBytes-NewsFlash, Number 2892 - September 14, 2012     2 of 3

Mobile Shoppers Like Amazon Mobile Experience, Favor eBay's App

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Customers rated Amazon's mobile experience the highest in satisfaction among companies studied in the newly released ForeSee Mobile Satisfaction Index (even higher than Apple). The study also found that eBay's was the second most-used mobile app, second only behind Netflix.

The ForeSee index studied 20 of the top retailers on the web, including Amazon, Apple, Best Buy, eBay, Groupon, Target and Walmart. The retail index includes an in-depth look at how customers rate the mobile experiences (including phones and tablets) of some of the top retail companies in the country.

Among the mobile users surveyed, 68% said they had most recently used a retailer's website via mobile, while 32% most recently used a retailer's app. App users were slightly more satisfied (80) than mobile web users (79).

ForeSee found that the most popular tasks performed on mobile retail sites and apps were looking up product details (28%), followed by looking up price information (19%), and checking stock at a store (17%).

Most shoppers used a retailer’s mobile website (68%), and app users were nearly as satisfied as mobile web users (scoring 80 versus 79).

The report is based on 4,500 customer surveys collected in August 2012; 76% of those surveyed used mobile phones, while 24% used tablets.

A ForeSee spokesperson said, "The report not only gives retailers a sense of where they stand in the mobile marketplace, but it also indicates what they can do increase satisfaction which results in positive future behaviors that impact the bottom line." The new report is available on the ForeSee website.

About the author:

Ina Steiner is co-founder and Editor of EcommerceBytes and has been reporting on ecommerce since 1999. She's a widely cited authority on marketplace selling and is author of "Turn eBay Data Into Dollars" (McGraw-Hill 2006). Her blog was featured in the book, "Blogging Heroes" (Wiley 2008). Follow her on Twitter at @ecommercebytes and send news tips to ina@ecommercebytes.com.
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