Mobile devices deliver a better user experience than traditional computers when it comes to entertainment websites and apps, according to a new Mobile Satisfaction Index from ForeSee. Mobile devices scored 10 points higher than personal computers on a 100-point scale, indicating significant differences in the customer experience across computing platforms.
While mobile media and entertainment websites and apps earned a user satisfaction score of 77, PCs managed only a 67 in a similar Satisfaction Index published earlier this year. ForeSee produces satisfaction indexes for a variety of industries such as retail, financial services and travel in addition to media and entertainment.
While mobile satisfaction scores continue to increase across industries, ForeSee’s president and CEO Larry Freed said that scores in the mid-to-high 70s indicate that companies still have a long way to go to deliver a mobile product that provides exceptional user satisfaction.
“Companies see the opportunity and they are trying to move fast, but they must be sure to do things the right way to meet the expectations of customers or risk turning them away to competitors,” Freed said.
Putting the Mobile Experience in Context
Many of ForeSee’s insights delve well beyond the surface numbers representing user satisfaction. The company’s report identifies several factors that affect the mobile-user experience, and these can help guide businesses toward better products and services in the future.
In some cases, users are blocked from a better user experience because of the surrounding tech infrastructure, rather than the mobile devices themselves. For example, the study found that user experience on smartphones and tablets declines sharply as Wi-Fi connections weaken, particularly in the category of high-definition video. This is a barrier to satisfaction that a mobile device manufacturer can’t control — it’s up to the Wi-Fi provider and the technology used to deliver the service.
In other cases it was the quality and reliability of content that most affected the user experience. The study also noted that 18 percent of sports mobile-site consumers felt that ads enhanced versus inhibited their viewing experiences. And despite their “mobile” status, smartphones and tablets are most often used at home when consuming media and entertainment content.
Meanwhile, mobile websites were used for media and entertainment content twice as much as mobile apps, but apps had a higher user satisfaction score — 78, compared to 76 for mobile websites.
The study also argued that app-store ratings had little to no correlation with actual satisfaction, because the most- and least-satisfied customers comprise the largest number of reviews.
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