Retailers Gaining Ground With Mobile Shoppers Over Apps: Study


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While it’s great to be coming up with the next killer app, it might pay off a bit more to market it strategically, as indicated by a new Nielsen study. A vast chunk of the mobile consumer segment seemed to be surfing through retailer mobile websites using their smartphones, instead of accessing native mobile apps, according to Nielsen.

Mobile Store Right In Your Palm

Let the data speak for itself. 59% of American smartphone owners bought their way through the top five retailer apps, namely Amazon, Best Buy, eBay, Target and Walmart, during this previous holiday season. Further, following the Black Friday shopping hoopla, all five experienced a sharp rise in mobile shopping activity. Here’s the interesting part, according to the Nielsen study, although both men and women tend to favor mobile websites over retailer apps, male shoppers are slightly more likely to try an app than their female counterparts. Demographically, that has quite some implications for developers when positioning their apps towards a specific segment.

According to John Burbank, Nielsen’s President of Strategic Initiatives, “Retailers need to think of their business as a multi-channel environment that can potentially include mobile, online, and bricks and mortar stores.”

Customer Satisfaction Still the Key, Even in Mobile Shopping

One may possibly, only possibly, think that the mShopping experience isn’t as detailed as the conventional one, and hence, may only require a toned down version of the ultimate customer service experience. Not. “Winning with shoppers requires a consistent experience across channels that reinforces the values you represent as a retail brand, whether it be price, service, reviews, selection, style or other key attributes.” And Mr.Burbank summarized it pretty neatly.

Apple and lead the market on mobile commerce satisfaction according to a survey of top retail mobile sites and apps issued by customer experience analytics firm ForeSee. Apple’s mobile retail efforts scored 85 out of a possible 100 points in ForeSee’s study, edging past Amazon at 84 points.

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