Satisfactory Mobile Shopping Experience Doesn’t Guarantee Repeat Sales

Worthington, OH—April 1, 2013

As retailers address the challenges of omni-channel retailing in today’s increasingly mobile  environment, it seems that some of the biggest names in brick and mortar retailing are perhaps doing something right, according to Prosper Insights & Analytics™.

Among mobile users, more than a quarter have used their mobile device to shop at Walmart (28.9%) and Target (27.7%) and just over 1 in 5 (22%) have shopped Best Buy. All three receive positive reviews regarding mobile shopping experience. 83.4% of mobile users who’ve shopped Target’s mobile site rate their overall experience as either good or excellent. 71.9% of those who’ve shopped Walmart and 69.2% of Best Buy mobile shoppers say the same.

However, the analysis went a step further to apply the Net Promoter Score* to see if mobile shoppers were likely to recommend the respective sites to a friend or colleague. By employing this methodology, you can evaluate the strength of the retailer’s mobile site image as well as loyalty to that particular site. This becomes especially interesting in light of Best Buy’s recent challenges with “showrooming.”

Of the three, Target is the only mobile site to receive a positive score (NPS = 11.3%). Both Best Buy and Walmart have negatives scores of -1% and -19.8%, respectively.

“These findings suggest that a satisfactory mobile experience in itself doesn’t necessarily lead to retailer advocacy,” said Pam Goodfellow, analyst for Prosper Insights & Analytics™. “As mobile continues to grow, omni-channel retailers are increasingly challenged with converting their ‘shoppers’ into ‘buyers’ – and winning a repeat visit. Delightful experiences, consistent messaging, and excellent service delivered through all channels are paramount when building this sought-after, loyal customer base.”

For the complimentary report and access to the Prosper Mobile InsightCenter™, visit Once you’ve logged in, the report is posted under the “Insights” tab.

These insights derive from the February Mobile Survey, conducted by Prosper Mobile Insights™. The survey included 341 smartphone and tablet users from the uSamp Mobile Panel who completed the survey on their devices. Margin of error is +/- 5.4% at a 95% confidence level.

*Net Promoter, NPS and Net Promoter Score are trademarks of Satmetrix Systems, Inc., Bain & Company, and Fred Reichheld

Prosper Insights & Analytics™
Prosper Insights & Analytics provides advanced business intelligence using sophisticated analytical software to examine big datasets and provide answers to executives via its cloud-based InsightCenter™ platform powered by Prosper Technologies™. By integrating a variety of data including economic, behavioral and attitudinal data, Prosper Insights & Analytics delivers insights for executive decision making. Further, it is continually identifying unique insights through analytics to enable marketers to make knowledge-based decisions rather than relying on intuition. To learn more:

uSamp (, the fastest growing company in the Market Research Industry, is a premier provider of technology and survey respondents used to obtain consumer and business insights. uSamp’s leading-mobile technology and SaaS platform transform the way companies gain intelligence to make better, faster decisions about their products and services by tapping into uSamp’s 12 million member global panel of survey respondents. Through uSamp’s proprietary technologies for self-serve sampling and survey authoring, companies have on-demand access to millions of profiled survey respondents. uSamp is based in Los Angeles, with five offices throughout the United States, Europe and Asia. The company has more than 200 team members worldwide. uSamp was No. 213 on the 2012 Inc. 500|5000 exclusive ranking of the nation’s fastest-growing private companies and is recognized on the 2011 and 2012 Forbes’ America’s Most Promising Company list.

Prosper Insights & Analytics™
Chrissy Wissinger
Pam Goodfellow

Juliet Niczewicz
The Hoffman Agency


Target, Best Buy and Walmart Receive High Marks for Mobile Experience Among Mobile Users, But Net Promoter Scores* Lackluster