On the Road Again with Mobile: Consumers Demand a “Fully Loaded” Experience

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e-tail / Detail e-tail detail 7.24.12
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Press Release 7.24.12


The goal of this comprehensive study is to follow mobile’s evolution as the gap between channels narrows, to keep abreast of the changing mobile landscape, tap into emerging trends, and to share with the ecommerce industry important benchmarks that shape the customer-centric, mobile user experience.

Findings from the 3rd Annual e-tailing group Mobile Commerce Mystery Shopping Study are based on iPhone experiences that benchmark 168 metrics on 50 sites (EG M50) across 13 product categories. Features and functionality were reviewed including an exploration of the entire site through the checkout process to evaluate today’s user experience.

Highlights Include:

  • Top merchant and category performers
  • Key mobile performance indicators
  • Key page performers
  • Best-in-class examples

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