Amazon Tops the Latest App Benchmark With an App That Matches Their Online Offering

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Retailer Amazon has topped the latest App Benchmark study from eDigitalResearch, achieving a top score of 90% with an App that matches the brand’s established online usability.

Retailer Amazon has topped the latest App Benchmark study from eDigitalResearch, achieving a top score of 90% with an App that matches the brand’s established online usability.

The App comes top of the overall App league table and just 0.8% behind the latest results for its eRetail counterpart. The study found that Amazon has simply transported and adapted all the functionality and usability of its original website directly into the App, allowing smartphone shoppers to browse and buy in the exactly the same way as they can online.

Derek Eccleston, Research Director at eDigitalResearch explains, “Our research is showing time and time again that users expect the same brand experience, regardless of what channel they are using. It is important for brands to take this into account when reaching out to an App audience, and need to make sure that they develop an App that is consistent with brand image, mirroring the sort of functionality a shopper would expect to find on a company’s website – whether that’s allowing users to shop for products, book a holiday, check accounts or reserve a table".

Looking exclusively at the usability of Apps available on the Apple platform, the study found that Search and Find – Travel Apps were the top performing sector overall, with an average satisfaction score of 83%. Users found that apps were easy to use and navigate, with most providing booking features within the App, meaning that they didn’t have to visit other sites elsewhere.

The results highlight several key features that App developers and companies need to take into account when creating an App, including being easy to use, intuitive and simple to navigate. It is essential that all Apps have a clear purpose and should not be seen by brands as a ‘nice-to-have’ feature. They should mirror a company’s website across everything from appearance and branding to functionality, product range and features. Apps that failed to reflect their online counterparts were often rated poorly by shoppers, who were sometimes left wondering what the overall function of the App really was.

Food and drink were the lowest performing sector, only managing to achieve an overall satisfaction score of 73%. Poorly performing Apps frustrated users with slow to load pages that were poorly designed with limited capabilities, as users expected to be able to order food or reserve a table if necessary.

The benchmark is the second study of its kind and has now been expanded to almost 70 Apps covering eight different sectors, including retail, travel, media and food and drink.

For a copy of the latest App Benchmark presentation, including the results from all eight sectors, please complete a short registration survey https://ecustomeropinions.com/survey/survey.php?sid=404519902. Alternatively, for access to all eDigitalResearch benchmarks, log in or sign up to the benchmarking area of our website: http://www.edigitalresearch.com/benchmarking.

For more information please contact Lisa Bonczyk on lisa.b(at)edigitalresearch(dot)com or call 01489 772920.

Notes to editors

Methodology:
An eMysteryShopper survey was conducted to compare the customer journey of 67 UK Apps available on the Apple App platform via an Apple smart device across eight different industries, including:

  •     News and Media
  •     Food and Drink
  •     Retail
  •     Flights
  •     Hotels
  •     Search and Find – Travel
  •     Search and Find
  •     Home Services

The fieldwork was carried out using the eMysteryShopper Panel of internet users during August and September 2011. Depending on the nature of the App, the benchmark measures included:

  •     Introduction
  •     Rating features
  •     Product information
  •     Range
  •     Shopping basket
  •     Overall experience

About eDigitalResearch

eDigitalResearch are research specialists with expertise in online business. When you have to make critical business decisions – we can give you the precise multichannel insight and informed direction you need. Surveys, panels and communities combine to provide holistic insight which gives clients the confidence and evidence to make crucial decisions on product range, marketing, customer service, supply chain and even basic positioning.

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Lisa Bonczyk
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