Amazon, Apple and Avon Top ForeSees Retail Mobile Satisfaction Index

Amazon has once again topped a consumer satisfaction survey, in this case the retail edition of ForeSees new Mobile Satisfaction Index, scoring 84 points out of a possible 100. So far, so unsurprising.

What is notable, however, are the companies which landed in second and third place, Avon (scoring 83) and Apple (82) – neither of which have mobile-optimised websites. The rest of the top 10 retailers have all earned their place in the list with a mobile site.

So whats going on? Is this just a case of the shine on Apples halo blinding users to its failings? Or people care less about mobile usability than marketers think?

Of course, it could be the case that ForeSee asked the wrong questions, and the research itself is flawed – problematic given that ForeSee hopes that the Mobile Satisfaction Index will establish “a uniform benchmark for the mobile experience,” according to Eric Feinberg, senior director of mobile, media & entertainment.

When comparing mobile satisfaction scores to desktop, as reported in ForeSee’s Online Retail Satisfaction Index in Spring 2012, nearly all of the top retailers perform better for traditional websites than on mobile.