2014-12-02-OC_C-Un-blocked_12页_2mb

Mobile Shopping Experience Analysis Summary

Key Findings on User Satisfaction

• Device and Network Issues: Users frequently report concerns about small screen sizes, unstable mobile networks, and high costs (43% and 35-45% dissatisfaction), as well as difficulty installing apps or finding them space-consuming (19% and 35-45%+ dissatisfaction).
• Mobile Shopping Apps: Negative feedback includes challenges in learning and using apps (17% dissatisfaction), poor navigation experience (49%), and lack of shopping assistance (25%). Additionally, payment security concerns are prominent (47% dissatisfaction).

User Intention and Experience Dependence

• Switching Behavior: A significant portion of users express willingness to switch to mobile shopping services, with reliance on actual experience (141 respondents indicate this inclination).
• Retention: Some users stick to traditional channels like offline stores or other methods, suggesting a mixed consumer attitude.

Product Category Preferences

• Top Categories: Mobile shopping categories like Food and drinks (53% preference), Lifestyle (50%), Sports (43%), and Fashion (43%) dominate user interest, while others such as Apparel (49%), Movie tickets & Coupon (11%), and non-Fresh food (32%) show moderate to lower engagement. Visual representation from data indicates 100% coverage for most categories, highlighting comprehensive market penetration.

Equipment Comparison

• Device Usage: Desktop and notebook computers are widely used, but mobile phones and tablets face criticism for constraints like space and installation issues, with specific graphics showing preferences for PC-based shopping over mobile alternatives.