[Mobile Usability Study] 15 fashion web shops tested by tablet users

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Mobile USAbiliTY TeSTiNG

iNTeRNATioNAl Mobile CoMMeRCe STUDY (TAbleTS):

Comparing Fashion Web Stores

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Mobile USAbiliTY TeSTiNGinternational Mobile Commerce Study (Tablets): Comparing Fashion Web Stores

Content

introduction

Results of the Mobile Commerce Study

. Market Environment

. Omni-Channel Experience

. The Tablet Boom

We invited 800 female users from 4 different countries (USA, UK, Germany, Spain) to take part. All of them purchase fashion items and clothes online and are tablet and smartphone users. Each of them performed 3 tasks on tablets.Tested brands:

Remote Tablet Usability Testing:


Market environemt

Germany

Spain

USA

UK

29%

44%

44%

51%

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Penetration of Smartphones

base: Total population*Source: http://www.thinkwithgoogle.com/mobileplanet/ (Year 2012)

Mobile device, smartphone and tablet use has skyrocketed in recent years and their market penetration is increasing rapidly. While PCs and laptops remain the most popular choice for browsing and shopping online, tablet and mobile use is on the rise and more and more users are shopping on mobile devices. According to eMarketer, mobile commerce will more than quadruple in upcoming years, going from $6.7 million in 2011 to $31 million in 2015. A Google study published in May 2012* indicates that in the year 2015, smartphone market penetration will reach 51% in the United Kingdom, 44% in the United States and Spain, and 29% in Germany.

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By the end of 2012, smartphone market penetration increased by 30% in these European countries, reaching a 50% market penetration in December 2012.

In December 2012, Spain led the ranking with 66% of users owning a smartphone followed by the United Kingdom with

64%. both countries are above the european average of 57%, topping Germany with 51%.

Smartphone Penetration Across the eU5 CountriesSource: comScore MobiLens, EU5, 3 Month Avg ending Dec 2012, 13 +

Changed buying behaviour

If retailers want to increase online sales and conversion rates, they have to ensure that customers find what they are looking for quickly and easily on all devices – no matter the time of day or user context. It forces them to redefine and build new relationships with their mobile customers. Providers have to get to know their users better and analyse how they use mobile applications or websites.

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The omni-Channel experienceMobile shopping offers new user experiences. Because of mobile devices, we have gone from a Multi-Channel Experience to an omni-Channel experience centred on the customer. This user-centred approach requires a consistent communication, creating the same user experience in all channels, whether it is a bricks-and-mortar location, an online shop, or a mobile application (mobile and tablet).

Many customers use their mobile for virtual window shopping, although they often do not complete the purchase on their mobile device. They rather use it to look for information on a certain product or to find discount coupons for the purchase in a store


Activites Smartphones are used for

Germany

UK

Spain

USA

0% 25% 50% 75% 100%

base: Smartphones UsersSource: http://www.thinkwithgoogle.com/mobileplanet/ (Year 2012)

General Search

Brows the Internet Purchase a product/service Search for holidays

Product Search Use online/mobile shopping coupons 7

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Over the last couple of years customers have developed new buying behaviours. They are having a significant impact on the final conversion rate at both stores and in online shops.

When e.g. showrooming, customers try on clothes at a shop to then use their smartphone to compare prices. If the item is cheaper online, they complete the purchase at home on their tablet or computer.

According to research by the design agency Foolproof, 24% of the shoppers ‘showroomed’ while doing their Christmas shopping. 40% of them ended up buying the product from a competitor.

Many people use their mobiles in stores. While shopping, they spend an average of 15 minutes looking for information or sending pictures.


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Social Commerce is more than just a trend. Many brands are beginning to integrate social into their shopping experience, creating different experiences that intertwine physical with online shopping. C&A shows the number of likes an item received on Facebook on their store hangers, and DIESEL encourages customers to post fitting room pictures on the DIESEL Facebook page. SoloMo (social-local-mobile) is the latest trend to emerge as a major e-commerce opportunity to be exploited, adding the mobile commerce experience to all other shopping experiences.

It would be wrong to interpret these changes as transition from off- to online, as both channels are part of the user’s overall experience.

In order for an e-commerce site to be successful, it must be able to adapt to the user’s behaviour in each channel, creating unique and personal shopping experiences, and defining different functionalities for each of the applications involved.

This is why it is crucial to get to know your customers, to ask them what they need in order to learn how to equip each channel with the most suited user experience.

brands like C&A show the number of likes an item received on Facebook on their store hangers.

Social Commerce is more than just a trend...


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Tablets are the next device to take off

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Tablets

A study by Cisco (Cisco Visual Networking Index: Global Mobile Data Traffic Forecast Update, 2012–2017) on the evolution of mobile devices predicts that in 2017 there will be more mobile devices in use than people on the planet.

Tablets and smartphones will generate the majority of online traffic. Although tablets rank second in terms of internet connections, they will become the fastest way to surf the net in the future.

Source: http://www.businessinsider.com/

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The key to success

Most retailers are still not taking advantage of the shopping potential offered by mobile devices and tablets. Either they are unfamiliar with the role of mobile devices in the shopping process, or they have not optimised their e-commerce sites to create the best and most efficient shopping experience. This often translates into a frustrating experience for their customers. There is a great deal of opportunity for improvement.

Mobile devices are part of an overall user experience. It is not a matter of creating a different experience for each device. The ideal solution would be to create a single experience - a brand experience - that adapts to the device in use.

Most retailers are still not taking advantage of the shopping potential offered by mobile devices and tablets...

The key to success lies in designing to optimise

all the functionalities of these devices and taking advantage of all the opportunities they offer, integrating them into

multi-channel shopping experiences in order to

increase sales.


Few brands have web stores designed to offer a positive

shopping experiences on mobile devices.

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A long way to go

It is surprising to see that so far, very few brands have invested in optimising their online business for all mobile devices such as tablets, whether this is because of how fast these devices have burst on the scene or because of a lack of resources.

it is not unusual to find mobile websites with a difficult to read text due to its size, links which are too small to click with only one finger; sites which are hard to navigate and offer a disorganised content where important information is often not prominently displayed or difficult to find.

Few brands have web store designed to create a positive shopping experience on mobile devices. Generally, their content, forms and payment methods are not mobile ready and are therefore not adapted to the specific requirements of tablet use.

It is also common to find shopping websites, which offer mobile applications, but do not inform their users about them or do not make it easy to download them. This way, users end up browsing a website, which has not been optimised for tablets.

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The fashion industry has the biggest impact on online shoppingFemale users who regularly purchase clothes or accessories online are accustomed to using their smartphones to find information and browsing when they are on the go or have a spare moment while waiting for something.

However, when at home or when having more time to surf, they prefer to use a tablet.

These female users are active in social networks and forums. This way, a satisfied female customer can turn into a brand advocate “goldmine”.

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international Mobile Commerce Study (Tablets)

Fashion Web Stores

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How did we conduct the study?

*This report is based on the evaluation made at the time of analysis.

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ParticipantsWe invited 800 female users from 4 different countries (USA, UK, Germany, Spain) to take part. All of them purchase fashion items online and are tablet and smartphone users.Each of them performed 3 tasks on an e-commerce website/web store.

Ages: 25 to 45

Regularly purchase fashion items online

Tablet, iPad or Android users

200 users

200 users

Ages: 25 to 45



Ages: 25 to 45



200 users

Ages: 25 to 45



200 users

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Web Stores

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Countries

COLOMBIA

SLOVAKIA


Task-based Online Remote Test

UserZoom Mobile

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Tasks

buy a black dress for a party, the one you like

the most

Task 1.You like your friend’s

necklace... You want to buy one like it.

Buy a specific necklace

Task 2.Find information

about returns in order to return the dress

Task 3.

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UserZoom Mobile - Mobile Usability Testing

How does it work?

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Results - Task 1Purchase a basic fashion item which can be found in any woman’s wardrobe: a black dress. Other than this, the task was open.

buy a black dress, the one you like the most.

buy a black dress

for a party, the one you like the most.

Task 1.

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Did they succeed?

Not all the users succeeded in making the purchase. The main reason for abandoning the task was the registration process, either because they felt it took too long or because they received an error.

Despite the fact that it is more difficult and awkward to write on a tablet than it is on a computer, most of the brands tested have not adapted their forms, and in some cases, they require the user to register in order to make a purchase.

Site loading time and optimisation for tablets are other problems encountered by the users.

The main reason for abandoning the purchase is the user registration process.

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Task Success Rate - Task 1

Zara

54%

Top Shop

31%

New look

38%

Asos

90%

100

50

0

Springfield

60%

Mango

48%

blanco

31%

Zara

56%

100

50

0

WHbM

53%

bebe

42%

Guess

42%

Kenneth Cole

52%

100

50

0

H&M

70%

S.oliver

64%

eSPRiT

73%

Hallhuber

85%

100

50

0

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Why users did not succeed - Task 1

User Feedback -

“They required me to enter a lot of personal information before reaching the payment detail page.”

“it’s probably easier on a computer, but on the tablet it was very slow. i had to hit the keys on the keypad several times and exit and return.”

“The pages took a long time to load and the images didn’t load. When i tried to enter more information, my keypad covered most of the text.”

“The registration process is very long and is required to make a purchase.”

“They asked me to register.” “i have to register before making a purchase. ”

“i had technical problems when using the guest account. And i couldn’t exit.”

Main reasons for abandoning purchase:

“it was impossible to select the size quickly.”

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being able to achieve what you want to do on a shopping site without difficulty and making shopping a pleasant experience are key factors.

The user experience after browsing a shopping site is very important. if the experience is negative, this may affect brand perception.After completing the task, the users were asked to rate how easy it was.

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Was it easy for you to purchase the dress?Satisfaction on a scale of 1-7

Zara

5,8

Top Shop

5,9

New look

6,3

Asos

6,1

7

6

5

4

3

2

1

0

WHbM

6,2

bebe

6,5

Guess

5,7

Kenneth Cole

6

Springfield

6,3

Mango

6,1

blanco

5,8

Zara

6,2

7

6

5

4

3

2

1

0

7

6

5

4

3

2

1

0

H&M

5,8

S.oliver

5,9

eSPRiT

6

Hallhuber

5,6

7

6

5

4

3

2

1

0

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The users were asked to buy a specific necklace and to find out what it is made of.By means of this task the goal was to measure efficiency when searching for a specific product and to find out how female users behave when searching for an accessory online they have seen in a store or on a friend. In addition, the participants gave feedback on how they deal with information provided on the product page and which preferences they have.

Results - Task 2

You like your friend’s necklace...

You want to buy one like it.

Buy a specific necklace

Tarea 2.

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Zara

26%

Top Shop

57%

New look

46%

Asos

61%

100

50

0

Springfield

69%

Mango

85%

blanco

39%

Zara

62%

100

50

0

WHbM

82%

bebe

84%

Guess

90%

Kenneth Cole

93%

100

50

0


H&M

75%

S.oliver

26%

eSPRiT

78%

Hallhuber

9%

100

50

0

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User Feedback -

Did they succeed? - Task 2

“i couldn’t find it. The search engine didn’t work.”

“it’s difficult to use on the tablet.”

“i found the necklace, but not the information about what material it is made of.”

“The description is not very detailed. There isn’t a lot of information about the product.”

“The touch screen keypad doesn’t respond very well.”

“i found the necklace, but no information or images for the product.”

“The filter tab covered up the shop menu and i couldn’t use the filter. The pages loaded very slowly.”

“There was no filter for jewellery or accessories.”

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in addition to the lack of optimisation for tablet use, the participants complained about how difficult it was to access the information they considered important.on some sites the users mentioned that they missed detailed product descriptions.

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The users looked for information on how to return the dress.

The information the customer needs when browsing the site is not always accessible or not in the right place.

Results - Task 3

Find information about returns in order to

return the dress

Tarea 3.

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Zara

88%

Top Shop

78%

New look

54%

Asos

55%

100

50

0

Springfield

69%

Mango

56%

blanco

36%

Zara

83%

100

50

0

WHbM

94%

bebe

86%

Guess

76%

Kenneth Cole

73%

100

50

0

H&M

75%

S.oliver

79%

eSPRiT

97%

Hallhuber

88%

100

50

0

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User Feedback -

“it’s not at all easy to find.” “i had to browse the website to find the information.”

“it was difficult to find the information.

“i didn’t get any results when i searched.”

Did they succeed? - Task 3

“Too many stipulations. it’s not simple.”

“The information is vague and not very clear.”

“everything is explained very clearly. There isn’t much text.”

“Too complicated. i had to click a lot.”

ThoughtsWe are not ready for the Multi-Channel Experience. Most of the brands analysed are not optimised to create a positive Multi-Channel User experience. All brands have a lot of opportunity for improvement in this area.

All of them have a lot of opportunity for improvement in this area.

Some web stores are not optimised for tablets. Others offer mobile websites and/or apps, but only for some operating systems, and they do not always inform you that these apps exist when you visit their site.

We aren’t ready for the Multi-Channel experience.

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What we found out during the study...

Mobile optimised Websites

TabletApp

Company Mobile sitesearch function iPhone Android iPad Android

*This report is based on the evaluation made at the time of analysis.

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Net Promoter Score (NPS) by device

49,35% 31,17% 19,48%

51,39% 29,17% 19,44%

iPad

Android

NPS -30%

NPS -32%

22,06% 43,38% 34,56%

37,5% 34,38% 28,13%

iPad

NPS -9%

NPS 13%

Android

iPad NPS -4%37,84% 28,38% 33,78%

22,03% 38,14% 39,83% NPS 18%Android

24,65% 33,1% 42,25% iPad NPS 18%

24,59% 34,43% 40,98% NPS 16%Android

User Preferences and User Satisfaction

User satisfaction (NPS) for iPad or Android is different in each country. Users in the USA and UK show a preference for iPad. However, in Spain they prefer Android and in Germany they seem to have no preference.

•NPSisametricformeasuringusersatisfaction.Itiscalculatedasthedifferencebetweenbrandpromoters and detractors.

What happens if a website is mobile optimised?Although people in the USA and UK prefer the iPad, the study showed that if brands offer an application optimised for Android devices, there is an increase in the NPS for Android, and the overall NPS for the brand itself improves.

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Unoptimized Website

Global NPS 2% NPS iPad 0%

Website optimized for Android

NPS 10%

Unoptimized Website

global NPS 18% NPS iPad 16%

NPS 21%

Website optimized for Android

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What do the highest rated shopping sites have in common?

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User Preferences and User SatisfactionNet Promoter Score (NPS) per brand

33,33% 22,92% 43,75% NPS 10%

NPS 29%38,78%16,33% 44,9%

NPS 26%20% 34% 46%

NPS 16%42%26% 32%

NPS 22%24% 46%30%

24,49% 40,82% 34,69% NPS 10%

19,61% 43,14% 37,25% NPS 18%

NPS 19%43,31%34,62%23,08%

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User Preferences and User SatisfactionNet Promoter Score (NPS) per brand

*Asos: The NPS score for 25-30 year olds was 29%.*Hallhuber: The reason why the NPS is so low could be due to the higher prices of Hallhuber products compared to the other brands. NPS -61%

NPS 0%42,22%28,89% 28,89%

NPS -8%*30%38% 32%

NPS -16%34% 48% 18%

72,73% 15,15% 12,12% NPS -61%*

38,46% 43,59% 17,95% NPS -21%

51,35% 32,43% 16,22% NPS -35%

NPS -13%42,5% 30%27,5%

NPS 2%32% 34%34%

Users do not like to register in order to make a purchase.

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NPS 26%

What do the highest rated shopping websites have in common?Registration for making a purchase is not required. The web shops that were rated best do not require you to register in order to make a purchase, or registration is optional and/or they offer the option of purchasing as a guest.

NPS 22% NPS 29%

NPS 19%

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even when the success rate for task 1 (purchase a black dress) - is higher, registration affects user satisfaction.

On Zara UK, 43% of users commented that the site requested too much information,

compared to 13% for the other websites.

Having to register is the main reason for abandoning the purchase.

69%

31%NPS 29%

55%45%

NPS -16%

Task Success Rate -Task 1

The task success rate with regards to purchasing the black dress is higher for ZARA UK than for Topshop. Nevertheless, ZARA UK users have a lower satisfaction rate than Topshop users.

USASpain UKGermany 46

Most users prefer to choose whether to register or not.

I don’t mind

It keeps me from purchasing

I prefer to choose whether I register or not

It’s ok, because my details will be saved for my next purchase

6%

4%

7%

11%

10%

16%

8%

16%

66%

68%

65%

62%

20%

20%

11%

10%

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information that is important to the customer Key information about the purchase is important to the customer. It has an influence on brand perception and customer satisfaction.

Websites are ranked higher in terms of brand perception, if this information is more accessible during the shopping process.

69%

31%NPSglobal10%

Relevant information in page footer


NPS 7%

even when users succeeded in completing the tasks, their NPS went down in comparison with the overall rating.

Purchase information accessible during the shopping process

Topshop´s value does not decrease and the general

NPS stays the same

NPS 29%

78%

22%

NPSglobal 29%


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What do users value about a product page?

Detailed product information

A structured, not overloaded site

High quality pictures

Easy to select sizes and products

If the product is displayed on a model

Recommendations on how to combine products

Easy and fast payment method e.g. PayPal

Zooming in on products

Not enough pictures or product is not being displayed

The font is too small

Missing information

The product is not worn by a model

Site is not structured and payment process is

too complicated

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“Close look of the product, you can see the composition and how to wash it”

“The product can be clearly seen. it was also very well organised”.

56% 55%

47% 35%

58% 53%

50% 42%

Product pages, which were rated best by the users

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Product pages, which were rated best by the users

“i like the zoom option” “Clear, detailed and easy to find information”

56% 56%

53% 36%

59,5%

52,5%

55%

33%

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What do users like?

“A clear and elegant design”

“Visible shipping information” “Shipping details are easily understood, it has icons, pictures and information”

“Clear, tidy and elegant”

“it gives outfit combination possibilities, it´s clear, concise and tidy”.

“i like the additional product information and customer comments”.

“The article information was there. i didn´t have to scroll down or open a new window”.

“i like to easily go from one category to another”

Find information about returnsbuy a black dress buy a specific necklace

45%

75,5%

32,5%

Use the search feature

100

80

60

40

20

0

23,5%

51,5%

23,25%


100

80

60

40

20

0

72,5%

91,25%

28,25%


100

80

60

40

20

0

36,25%

70,75%

21,5%


100

80

60

40

20

0

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Especially on the Blanco website, which has no search function, users complained that they could not find it.

is the search function important for tablets?Users do use the search function on their tablets.

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Payment MethodDespite having more time available when using a tablet, it is more difficult to write on a tablet because of its device characteristics. That’s why the majority of the users value a fast payment process.

89% of the users rated a fast payment system as important for tablets.

NPS 22%

NPS 19%What bothers them?one user complained that it was bad not being able to see the total amount until the end.

What do they find valuable?

Most users prefer and value a fast payment method like PayPal.

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When making a purchase on a tablet, is it important for you that the web store offers a quick payment method?


I don’t mind

No

Yes

Germany

95%

Spain

91%

UK

86%

USA

84%

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USASpain UKGermany

Payment MethodThe users agree that it is important to have a fast and secure way to pay.

PayPal is the preferred payment method in all 4 countries.

The older the users, the more their

preference for PayPal decreases (USA). Teenagers prefer

PayPal.

11%

16%

7%

22%

I like to save my payment details, so

I don’t need to enter them each time

I prefer to enter my payment details each time I visit a shopping

site to make a new purchase

20%

25%

33%

33%

PayPal

65%

59%

60%

45%

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What do you prefer?

Most users prefer a mobile website adapted to all devices if it works well.

MobileWebApp vs.

Mobile Web

App

Germany

43%

57%52%

48%

Spain

32%

68%

UK

31%

69%

USA

App or mobile web: what to offer?


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Do users download an app?When asked if they would download the web store app, the users responded:

1. If they use it a lot YeS

2. If they like the mobile web No

3. If they shop a lot on this shopping site and trust the site YeS

Some users believe that the app doesn’t work as well as the website and uses up more battery power than the mobile web. Others commented that they do not like it when their tablet screen is full of icons.

USA SpainUK Germany

27%24%

14%

21%

NoYes

30%

22%

45%

38%

It depends

43%

54%

40% 41%

Mobile Testing Made Easy

UserZoom UK

50a Alderley RoadWilmslow, Cheshire SK9 1NT

Fon: + 44 (0) 1625 525 650Mobile: + 44 (0) 7900 472 920Contact: Arthur [email protected]

@userzoom_UK

UserZoom USA

Sunnyvale (CA) USA440 N. Wolfe Rd. Sunnyvale, CA 94085

Fon: +1 (866) 599 1550Contact: Alfonso de la [email protected]

@UserZoom

UserZoom Germany

München (De)Glückstraße 280333 München

Fon: +49 89 41 41 42 45-0Contact: Jakob [email protected]

@userzoom_DE

UserZoom Spain

bARCeloNAAv. Diagonal 618 3º D08030 barcelona, SpainTelf: +34 93 414 7554

MADRiDGran Vía 62 7º izqda. 28013 Madrid

Fon: +34 915 426 252Contact: Sara ló[email protected]

@xperience_UZ

www.userzoom.co.ukwww.linkedin.com/company/userzoom

Team

Coordination and report: Dolors Pou Data collection and analysis: UserZoom UK: Jenna CosquieriUserZoom Germany: Nina Beck UserZoom USA: Sneha KannegantiUserZoom Spain: Dolors Pouediting translation: Jen Kirschniok

Graphic Design: Rocío Carrasco

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Technology

[Mobile Usability Study] 15 fashion web shops tested by tablet users