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BizReport : Trends & Ideas archives : April 15, 2013

212% rise in mobile social ecommerce interaction

The role of mobile in the consumer review process has increased significantly over the last 18 months, according to new research from Econsultancy, further highlighting the need for brands and retailers to provide a seamless mobile experience.

by Helen Leggatt

econsultancy logo.jpgBack in 2011, just 8% of retailer and brand reviews were submitted via a mobile device. Today, the number of consumers answering emails asking for post-purchase reviews, or answering questions, via a mobile device has risen dramatically, according to new research from Econsultancy.

The percentage of reviews submitted and questions asked via a mobile device has risen to 25%, found Econsultancy in its analysis of content generation of review site Revoo. That's a growth of 212% over the last 18 months.

When focusing on two British retailers - PCWorld and Currys - both of which provide fully responsive mobile websites, including social content, that figure rises to 26% of reviews and questions.

Furthermore, both retailers witnessed an increased propensity to buy of x1.5 among consumers who provided reviews via mobile.

reevoo.png"Retailers and brands must ensure they provide their customers with a seamless mobile experience that includes all their social elements," writes Richard Anson, founder of Revoo, on the Econsultancy UK blog. "They cannot afford to wait. Those who fail to will simply lose customers."

Tags: brand marketing, customer reviews, ecommerce, mobile apps, mobile experiences, mobile trends, retail email, smartphone, tablet

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