Ground-breaking Study Reveals Pure-play Retailers are Leading the Way in Mobile Commerce

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eDigitalResearch has launched the first UK Benchmark study to track and measure consumer expectations for mobile shopping

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:

Notes to editors


  • 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
  • Purchase
  • Registration / Login
  • Delivery
  • Returns / Refunds

About eMysteryShopper:

  • eDigitalResearch has been undertaking ‘end to end’ eMysteryShopper surveys on the top UK Internet retail sites since Christmas 2000.
  • With its in-depth research it can benchmark and plot the development of retail websites over the last ten years.
  • As a result it has an unprecedented level of knowledge, expertise and research data covering the development of some of the top UK internet retail sites.
  • eMysteryShopper (eMS) provides in-depth and structured study of website usability, functionality, supporting logistics and customer service through our unique panel of profiled UK Internet users. Working under strict Non Disclosure Agreements these profiled individuals are paid to complete ‘end to end’ surveys on selected websites.
  • eDigitalResearch currently works with over 10,000 profiled UK eMysteryShoppers (surveyors) carrying out end to end usability studies on over 55 sites at any one time. Surveyors all complete strict assessment criteria and operate under stringent quality control and ongoing survey moderation.
  • eDigitalResearch has the largest 'norms' database across the retail sector and is able to offer clients and the market a unique view of what ecommerce shoppers are looking for from an eRetail site.

About eDigitalResearch:

eDigitalResearch is a leading provider of digital market research, enabling customers to make critical business decisions with the benefit of comprehensive consumer insight and informed direction. eDigitalResearch possesses a unique combination of research expertise, marketing background, web technology and knowledge of the cross-channel consumer. As well as providing invaluable research data, the modules of our fully integrated research system - ratings, surveys, panels, communities and forums - can combine to provide holistic analytics and essential market-leading insight. This gives our clients the power, confidence and backup to make crucial decisions on key aspects of their business including product range, marketing, customer service, supply chain, even basic positioning.
+44 (0)1489 772920

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Ed Dick
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