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BizReport : Ecommerce archives : June 24, 2016

Consumer satisfaction with mobile commerce falling

Despite mobile becoming an increasingly important part of ecommerce, new research has found that consumer satisfaction with the mobile experience has fallen over the past two years.

by Helen Leggatt

By 2018, half of all ecommerce purchases will be made using a mobile device but, according to new research by Vanson Bourne for LogMeIn, mobile experiences are not living up to consumer expectations.

On average, 52% of the 8,000 consumers surveyed across the United States, Europe, India, Australia and New Zealand, said they were satisfied with mobile engagement with businesses, but that's a drop from 59% last year.

The insurance sector saw the largest drop in satisfaction from 60% to 47%, and satisfaction with retailers dropped from 64% to 55%. In particular, consumers are frustrated with the level of support offered via mobile websites and apps.

Nearly three-quarters (72%) said they had abandoned a mobile experience because it was too hard to initiate contact with the business, exposing them to competing offers and businesses as they search for answers online. Most respondents (91%) believe there should always be a way to contact a real person during a mobile experience and 74% said they would be open to an offer of help via a proactive chat invitation while on a mobile website.

Overall, 85% of those surveyed said they would not do business again with a company after a bad mobile experience.

"There are more ways than ever for companies to engage with customers and mobile is a vital part of a company's eCommerce success," says Dave Campbell, vice president of product marketing for customer engagement and support and LogMeIn. "Customers expect a seamless experience and access to information across all of the channels and devices they use. While not meeting these demands can come with an enormous price tag, a good mobile experience can create a competitive differentiator, drive revenue, and turn prospects into loyal customers.

Tags: ecommerce, global, mobile, survey

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