Research reveals why shoppers choose app over web
Harnessing factors influencing customer satisfaction and loyalty using mobile
Poq Commerce has revealed the findings of major academic research exploring why consumers shop online using mobile apps or web-based ecommerce alternatives.
Many studies have proven that appcommerce shoppers are more loyal and lucrative than their ecommerce counterparts. For example, they spend 37% more after app adoption.
But little is known about why this is the case. Appcommerce and ecommerce are both key to customer acquisition. Yet, it pays to know what factors can foster frequency and conversion.
The mobile opportunity
The University of Bath School of Management Final Year (2020-2021) project found most consumers prefer to use their smartphones when shopping online.
It also discovered that app shoppers are more discerning when it comes to fostering high satisfaction levels. This is because they expect greater convenience when shopping in-app.
But the research also found satisfied appcommerce shoppers are more likely to repurchase and engage in positive word of mouth than satisfied web users.
Convenience is king
Based on quantitative online surveys and qualitative focus group data, the study confirmed convenience as the factor most likely to have a positive influence when online shopping.
Drawing on existing studies, the research aimed to understand what characteristics consumers are looking for from a convenient online shopping experience. They were:
- Ease of use
- Ease of navigation
- Personalization
- Order process efficiency
- User interface input
- System reliability
However, perceived value and assurance, among others, were more important in-app. Harnessing these factors are the best way to foster customer loyalty among these most lucrative shoppers. To find out how these and other online shopping features can impact your online customer’s satisfaction levels, download the report in full here.