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London 20th September, 2012 – The democratisation of Smartphone and the fast growing number of features and application available create new way of buying as well as specific expectations from consumers. Many RtoW retailers face the challenge of choosing between a dedicated mobile application or a dedicated mobile website to deliver the best customer experience.
Yuseo, specialised in digital customer knowledge since 2001, focuses on the experience feedback from UK and French female e-shoppers on their use of mobile (apps or site) to purchase online clothing and fashion accessories.

E-shoppers, mobile sites and apps: overview ...

Between May and June 2012, 5,900 UK and 7,800 French female e-shoppers were interviewed on their use of mobile applications in relation to their online purchases of clothing and fashion accessories.

The first key learning relates to the level of "penetration" in terms of use of dedicated mobile apps among...

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