• First-time users of a mobile site or app tend to be less satisfied with their mobile experiences as they learn new layouts, navigation, and functionality. First-time visitors score 77 compared to 80 for repeat visitors.
• Customers already familiar with a brand are more satisfied than people who were driven to the company’s mobile site or app via search engines or shopping comparison sites.
• The most popular tasks performed on mobile retail sites and apps were: looking up product details (28 percent), looking up price information (19 percent), and checking stock at a store (17 percent).
• 76 percent of those surveyed used mobile phones, while 24 percent used tablets.
The report is based on 4,500 customer surveys collected in August 2012.
The full report and scores are available online at: