Martech: Martech is Marketing Logo
  • Topics
    Transformation
    Operations
    Data
    Experience
    Performance
    Management
    Special Reports
    All Topics
  • Conference
  • Webinars
  • Intelligence Reports
  • White Papers
  • What is MarTech
    Mission
    Team
    Newsletter
    Search Engine Land
    Third Door Media

Processing...Please wait.

MarTech » Customer & Digital Experience » Study: Mobile Site Performance Drives Customer Satisfaction Over Premium Content

Study: Mobile Site Performance Drives Customer Satisfaction Over Premium Content

A new customer satisfaction report from ForeSee, focusing on media and entertainment mobile websites and apps, revealed that a site’s mobile performance drives customer satisfaction more so than premium content. According to the study, “While mobile users want the newest releases and latest functions, the main driver of satisfaction for streaming mobile sites and apps […]

Amy Gesenhues on August 7, 2013 at 6:26 pm

shutterstock_68911843-mobilecheckA new customer satisfaction report from ForeSee, focusing on media and entertainment mobile websites and apps, revealed that a site’s mobile performance drives customer satisfaction more so than premium content.

According to the study, “While mobile users want the newest releases and latest functions, the main driver of satisfaction for streaming mobile sites and apps is actually performance – how quickly the pages load and the ability to load without error messages.”

The study also discovered that customers prefer to view media and entertainment sites and apps on their mobile devices over personal computers, with apps and mobile devices scoring 77 points on the 100-point satisfaction index scale, compared to PC’s scoring only 67-points in a similar study conducted in April.

Using a consumer panel of more than 5,500 surveys, the study measured customer satisfaction around the 22 top US streaming video, sports and news companies.

Of three the media and entertainment categories – Streaming Video, News and Sports – Streaming TV and Movie sites won the highest combined satisfaction score with 78 points. Apple’s iTunes was the top ranking media and entertainment company earning 80 points. Foresee notes that because iTunes customers download content before viewing, Apple’s scores were measured using a slightly different model than used to evaluate instant-streaming media and entertainment sites like Netflix and HBO GO which both scored 79 points. Amazon Instant Video scored 78 points, coming in above Hulu Plus and Cackle both earning only 75 points.

“Netflix may be the most disruptive and innovative company in the space. It is making major infrastructure investments so it can deliver high quality video to any customer, anywhere, on any device,” says Foresee senior director of mobile, media and entertainment Eric Feinberg.

Streaming TV and Movies were followed by Sports, with sports mobile sites and apps earning an aggregate score of 77. The highest rated mobile sports site was Fox Sports at 79 points. Three sports sites tied for second with 77 points: Bleacher Report, ESPN and Sports Illustrated. CBS Sports earned 75 points and Yahoo Sports came in last place with only 74 points.

Mobile News sites and apps tied with the Sports sites, earning 77 points as well. The leaders in the news category included Fox News and NBC News which both scored 79 points on the customer satisfaction index scale. Four news sites scored 78 points: Google news, Reuters, USA Today and Wall Street Journal. At 73 points, CBS News earned the least number of customer satisfaction points.

The study found that only 20 percent of respondents strongly agreed they could trust content from a news mobile site or app.

I place a high degree of trust in the content of this mobile site/app:

The study also surveyed where people are consuming mobile content. Findings showed that 52 percent of the respondents are accessing news, sports, and streaming mobile sites and apps from home, as opposed to nine-percent who were actually “on the go”.

The people who accessed mobile sites from home were more satisfied with their mobile experience than those who were not at home when accessing mobile sites.

Where Are Mobile Devices Really Used?

Foresee where are mobile devices used

Other key findings include overall measures, with satisfied mobile users 80 percent more likely to use a mobile channel as their primary resource, 72 percent more likely to give positive recommendations, and 58 percent more likely to use the mobile channel again. When comparing smartphone versus tablet usage, the survey found that 65 percent of respondents reported using a smartphone for their last mobile media experience, while only 35 percent reported doing so on a tablet.

One last key insight compared mobile site usage against app usage, with more people using mobile sites (66%) versus apps (34%), but apps scored more satisfaction points (78) compared to mobile sites (76).

Correction: The original version of this story incorrectly referenced the ForeSee report as an American Customer Satisfaction Index (ACSI) report; since its publication, all ACSI references have been removed.


Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed here.


New on MarTech

    Marketing operations talent is suffering burnout and turnover

    Antitrust bill could force Google, Facebook and Amazon to shutter parts of their ad businesses

    Unveiling our first MarTech Intelligence Report on email marketing platforms

    How product analytics can unite marketing and product teams to boost customer lifetime value

    Create a B2B GTM strategy that buyers, execs and revenue teams love

About The Author

Amy Gesenhues
Amy Gesenhues was a senior editor for Third Door Media, covering the latest news and updates for Marketing Land, Search Engine Land and MarTech Today. From 2009 to 2012, she was an award-winning syndicated columnist for a number of daily newspapers from New York to Texas. With more than ten years of marketing management experience, she has contributed to a variety of traditional and online publications, including MarketingProfs, SoftwareCEO, and Sales and Marketing Management Magazine. Read more of Amy's articles.

Related Topics

Customer & Digital ExperiencePerformance Marketing

Get the daily newsletter digital marketers rely on.

Processing...Please wait.

See terms.

ATTEND OUR EVENTS

June 7, 2022: Master Classes

September 28-29, 2022: Fall

Start Discovering Now: Spring

Learn More About Our MarTech Events

June 14-15, 2022: SMX Advanced (virtual)

November 14-15, 2022: SMX Next (virtual)

March 8-9, 2022: Master Classes (virtual)

Learn More About Our SMX Events

Webinars

Take a Crawl, Walk, Run Approach to Multi-Channel ABM

Content Comes First: Transform Your Operations With DAM

Dominate Your Competition with Google Auction Insights and Search Intelligence

See More Webinars

Intelligence Reports

Enterprise SEO Platforms: A Marketer’s Guide

Enterprise Identity Resolution Platforms

Email Marketing Platforms: A Marketer’s Guide

Enterprise Sales Enablement Platforms: A Marketer’s Guide

Enterprise Digital Experience Platforms: A Marketer’s Guide

Enterprise Call Analytics Platforms: A Marketer’s Guide

See More Intelligence Reports

White Papers

Reputation Management For Healthcare Organizations

Unlock the App Marketing Potential of QR Codes

Realising the power of virtual events for demand generation

The Progressive Marketer’s Ultimate Events Strategy 2022 Worksheet

CMO Guide: How to Plan Smart and Pivot Fast

See More Whitepapers

Receive daily marketing news & analysis.

Processing...Please wait.

Topics

  • Transformation
  • Operations
  • Data
  • Experience
  • Performance
  • Management
  • All Topics
  • Home

Our Events

  • MarTech
  • Search Marketing Expo - SMX

About

  • What is MarTech
  • Contact
  • Privacy
  • Marketing Opportunities
  • Staff

Follow Us

  • Facebook
  • Twitter
  • LinkedIn
  • Newsletters
  • RSS

© 2022 Third Door Media, Inc. All rights reserved.