Mobile customer experience revealed in new research

Published on 25 June 2012 by in Latest News

mobile customer experience Mobile customer experience revealed in new research

New research from European consumers has provided further evidence regarding the evolution of mobile commerce, discovering that 71 per cent of smartphone users in the UK, France, Germany and Sweden currently research potential purchase decisions on their handset, with 25 per cent of those sessions resulting in a sale.

The study, commissioned by marketing consultancy Tradedoubler and Forrester Consulting, investigated the search and purchasing behaviour of those browsing on a mobile handset. Indeed, the survey found that 53 per cent of smartphone users have previously bought services and products on their mobile, while, in a wakeup call to those responsible for website customer service manager, 26 per cent of respondents said they would buy from a store if it were optimised for their handset.

Speaking about the research, Tradedoubler CEO Urban Gillström said:

“Consumers increasingly expect a seamless, multi-touch, multi-channel experience across mobile, online and in-store platforms. The future belongs to the advertisers that can deliver that, but it can be difficult for them to know where to start.

“This research represents a wake-up call for all businesses that still believe an mCommerce strategy is a ‘nice to have’ rather than business critical.”

Meanwhile, the report also provided some interesting thoughts for those looking to connect the mobile and in store shopping customer experience. The study discovered that 42 per cent of consumers compared prices on their handset when in a retail outlet. More significantly though, the mobile customer experience research discovered that 13 per cent of those using the iPhone or Android handset to contrast products then chose to buy from a different retailer.

You can find more about mobile app development and customer experience management elsewhere on the numero website.

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