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Ready to Wear & Fashion accessories : use of mobiles and apps, Feedback from more than 13.500 e-shoppers in UK and in France.

yuseo

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 the clothing and fashion accessories current e-shoppers population. A very large proportion of e-shoppers (86% for UK and 90% for France) didn’t download any mobile Apps from their retailer or brand.

For the 14% of “downloaders” in the UK, 44% of them (both in UK and France) use it occasionally. Hence, 21% of UK e-shoppers use it frequently once the Apps on their mobile and only 10% use it in a regular way, proportion very similar to the French one. More important, 25% use it rarely or never. Such results could question the actual utility perceived by e-shoppers of the mobile Apps available.

On another topic, 44% of English respondents (VS 58% in France) declare not going online via their mobile phone, often as a choice.
Apps or mobile websites to search online?

When it comes to search and/or compare products before buying, dedicated mobile applications seem to meet consumers’ expectations more than the mobile dedicated website: 48% of English e-consumers who downloaded the Apps (against 43% of French) declare using it for this purpose. For the respondents browsing the site via their mobile phone, 34% in UK (28% in France) use it to compare / search products.
In the UK, 40% (same as in France) of e-shoppers highlight the utility of dedicated mobile Apps to check the availability of products in store. Mobile websites appear to be less suitable with only 18% of UK e-shoppers visiting the site for this purpose.
To access store information (such as opening hours or address) behaviours are significantly different with 58% of the UK e-shoppers (against 49% in France) relying on the website via their mobile. The dedicated mobile Apps seems less relevant, with 33% of the British female surveyed declaring its use in this context (39% in France).

Finally, to keep in touch with the news on the brand / retailer (fashion shows, launch, events...) dedicated mobile Apps are favoured : 25% of the English e-shoppers who downloaded the Apps use it to stay informed (37% in France). In that instance, only 15% of British e-shoppers surveyed (19% in France) browse the web site for such topics.

Mobile sites and apps dedicated facilitators / motivators to purchase?

Once the mobile Apps downloaded, 36% of e-shoppers (similar en England and France) acknowledge its simplicity and speed to purchase online. It has to be compared to the mere 6% of English e-shoppers (4% in France) prepared to complete their purchase on the mobile websites.

The survey underlines that the lack of “purchasing ability” embedded within mobile Apps limit their impact towards their users : 31% of British e-shoppers who downloaded the Apps (26% in France) would like to use it to purchase but unfortunately the feature is not available.

Finally, 33% of mobile Apps users in Britain (38% in France) are still not ready to purchase online even if the Apps allows it. Despite high hope for the m-commerce, a large bulk of British (85% - 87% in December 2011) and French (87% - 87.5% in December 2011) female e-consumers remain resistant when it comes to shopping online via mobile websites.

For additional details contact us on 0207 903 5102 – Jean Pierre Le Borgne, jpleborgne@yuseo.com

Yuseo – specialist in digital behavioural analysis – Where Usability and utility meet Marketing
Leader in France in the digital User Experience surveys, Yuseo has dedicated itself for 11 years in managing customer behavioural studies to deliver hands-on recommendations on different interfaces (Internet, Tablets, Software, Cell Phones …) in projects with significant international exposure (Europe, USA, Japan, China). Awarded in the DELOITTE EMEA «Technology Fast 500», Yuseo offers a unique positioning based on its proprietary online behavioural analysis tools (WebBehave and Yuscard) developed by its in house R&D team to deliver a relevant and actionable measure of the customer experience. Introduced in 2005, such qualified and quantitative measure of the online customer journeys enables to prioritise the drawbacks directly impacting the satisfaction, image and attractiveness of the site.