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Home arrow Market Research Findings arrow Information Technology arrow eDigitalResearch Launches First Mobile Commerce Study
eDigitalResearch Launches First Mobile Commerce Study PDF Print E-mail
Written by eDigital Research   
07 Oct 2010
Ground-breaking study reveals pure-play retailers are leading the way in mobile commerce

With more people using their mobile devices to research and purchase products online, eDigitalResearch has launched the first UK Benchmark study to track and measure consumer expectations for mobile shopping.

The new mCommerce benchmark provides key performance indicators to help retailers successfully measure whether their mobile offerings are meeting growing consumer expectations.  

The study assessed the consumer journey, from homepage to final product delivery, across 15 mobile websites from the leading brands.

While the study revealed pure-play ‘etailers’ such as outperformed their high-street rivals, boasting superior design and functionality, the study also showed a lack of synergy in terms of pricing and product availability with some sites seemingly hiking prices for mobile transactions.  

Chris  Russell, Director  at eDigitalResearch, comments:

“Consumers expect to get the same shopping experience regardless of the method of contact they use and it is important that these areas are addressed so that they get a seamless experience. Having different prices and offers is not only misleading, but will detract consumers from purchasing via their smart devices in future. It is clear from our study that there is a lot of variance across the mobile sites with surveyors particularly struggling with complex homepages and a difficult purchasing experience.” and amazon led across the ten individual benchmark measures with claiming the top spot at 89.6% for its intuitive navigation, well laid-out shopping basket and easy click-through to purchase.

However, scoring 86.8%, M&S ranked second overall  for its impressive product information and ease and speed of navigation. Amazon came in a close third, primarily for its keyword search and simple purchasing process.

Across the ten benchmark scores, keyword search and delivery were the best performing areas, with half a dozen sites scoring over 90%, in the ‘excellent’ bracket.

Two thirds of the sites surveyed delivered product on-time, but there is still room for improvement as a small number of retailers are currently only offering a ‘click and collect’ service.

Chris concludes:
“While still in its infancy, this is an exciting time for mCommerce which has huge potential, and is possibly as big an opportunity for a shift in consumer behaviour that the Internet presented in the mid 1990’s. We are noticing the same elementary mistakes being made that are reminiscent of the beginnings of eCommerce, such as incomplete end dates for credit cards. It will be interesting to see how quickly these errors are ironed out as more retailers embrace mobile as part of their multi-channel strategies.

“This unique perspective of the mobile consumer that our Benchmark study provides will help retailers and service providers to see that competitive advantage lies in combining intuitive navigation with interactive images to bring their mobile offerings more in line with computer-based websites. We are on the cusp of a new concept of MEcommerce, which puts consumers more firmly in the driving seat through the ability to interact with the brand, whenever they want through any channel of their choice, seamlessly.”

To download the latest report, visit our website:

An eMysteryShopper survey was conducted to compare the customer journey of 15 UK web enabled mobile retail websites online via a smart device. The fieldwork was carried out using the eMysteryShopper Panel of internet users during August 2010. The benchmark measures included:

First Impressions (Homepage)

Search – Navigation and Keyword

Items Found (Product Pages)

Shopping Basket


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About eDigitalResearch
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30 September 2010

Last Updated ( 07 Oct 2010 )
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