Mobile customer satisfaction rises

A recent survey from ForeSee found 49 percent of U.K. shoppers have used their mobile device for shopping and 28 percent expect to do so in the future. The mobile shoppers are using their devices to access ecommerce and mcommerce sites for price comparison, peer reviews and purchases.

Many U.K. shoppers are using multiple devices for their online purchases. The survey showed during the Christmas shopping season 90 percent of consumers used a home computer, 15 percent used a mobile device, 15 percent used a work computer, 5 percent used an iPad or other tablet, 4 percent used a public computer and 3 percent used another device to access online stores. These shoppers used a combination of at least two of the options during the shopping season.

The survey also indicated that traditional ecommerce sites are still more popular than mobile sites and applications, but the number of consumers accessing mcommerce solutions continues to increase. In terms of customer satisfaction, ecommerce sites rated 73 out of 100 in 2011, up one point from 2010. Satisfaction with mobile shopping was up from 2010 as well, at 70 out of 100 compared with 67.

One niche retail sector, the bicycle industry, has specifically noted an increase in mobile shoppers. Bike Biz reported British shoppers are leading the world in smartphone adoption and bicycle retailers are launching mobile apps and mcommerce stores to take advantage of the demographic.