INSIGHTS AND PERSPECTIVES TO DRIVE COMMERCE

MULTI-DEVICE OWNERSHIP:
IMPLICATIONS FOR RETAILERS
AND CONSUMERS
NOVEMBER, 2013

By
John Sheldon, Head of Strategy for Marketing Solutions, eBay Enterprise

Elizabeth Zietlow, Head of Usability, eBay Enterprise

MULTI-DEVICE OWNERSHIP: IMPLICATIONS FOR RETAILERS AND CONSUMERS

Contents
Introduction ....................................................................................................................................................................3
Key insights ....................................................................................................................................................................4
Four tips for creating a seamless purchasing experience ..........................................................................................5
Detailed study findings .................................................................................................................................................7
Overview .................................................................................................................................................................7

For quick browsing tasks, the closest device wins...............................................................................................8

Laptops and desktops still reign as dominant shopping devices.......................................................................9

Multi-device ownership allows for switching and resume later behavior ............................................... 11

Tablets fill in the functionality gaps between traditional devices and smaller devices,
but still have limitations .......................................................................................................................................12

Smartphones are everywhere devices ...............................................................................................................13

Retail consumers use mobile device browsers over apps.................................................................................15

Consumers use devices to showroomand presearch.................................................................................16

Device ownership makes consumers equally armed, but not equally savvy..................................................17

Mental Model for multi-device commerce ................................................................................................................18

Conclusions ..................................................................................................................................................................19
Methodology ................................................................................................................................................................ 19
About eBay Enterprise's Usability Group ..................................................................................................................20

eBay Enterprise

MULTI-DEVICE OWNERSHIP: IMPLICATIONS FOR RETAILERS AND CONSUMERS

Introduction
While every aspect of the digital world continues to advance at a rapid pace, the adoption of mobile
technologies is particularly striking. A wide range of form factors and devices has revolutionized virtually
all facets of consumer behavior. This has in turn put pressure on retailers, marketers, designers and
every other corner of the retail industry to better understand just how consumers are using their
ever-increasing arsenal of devices.
To gain a more comprehensive understanding of how digitally connected consumers shop, eBay Enterprise
conducted industry leading user research, revealing critical insights that will enhance the connected multiplatform shopping experience.
Led by degree trained and expert usability professionals, the Usability team within eBay Enterprise's
Marketing Solutions Group conducted a six-week diary study during the 2012 holiday season. The study
consisted of participants nationwide with both qualitative and quantitative analysis.
The study revealed some surprises that suggest consumers approach to managing their shopping process
with multiple devices isnt one size fits all. While consumers have individual preferences, they also have
distinct patterns of how, when, and why they reach for devices when browsing and making purchases. These
subtle nuances are pivotal to understanding how consumers use their multiple devices for both online
and offline shopping, and reveal key insights for retailers to increase conversion during the holidays and
throughout the year.

eBay Enterprise

KEY INSIGHTS

Consumers with multiple devices

both traditional (laptops /desktops)
and mobile (smartphones and
tablets)make choices about which
device to use based on proximity/
availability, intent, and their level of
comfort with the device: during the
study 76% of participants used their
smartphone for browsing and other
shopping-related tasks and 68% of
tablet owning participants used their
tablet during the study to browse.

40%

switched between device

types to browse.

79%

of purchases were made

on a traditional device.

For quick ecommerce browsing, the closest device

wins. But as purchase commitment increases
and more research is required, traditional devices
are still dominant: 79% of purchases were made
on a traditional device and 21% were made on a tablet
or smartphone.

53%

used their smartphone in

the home to browse.

While consumers increasingly turn to non-traditional

Smartphones are used everywherein-store for

(smartphone and tablet) devices out of convenience

browsing and, more often, in-home for browsing (53%

and as part of their daily routineto initiate their

used their smartphone in the home to browse)while

shopping experience, they often use more than one

tablets are used to fill some of the functionality gaps

device in their evaluation and purchase of a single

between smartphones and traditional devices. Both

item: 40% of participants reported switching between

devices have limitations.

device types to browse for the same item.

4X

more recorded use

of device browsers than
device apps.

With a few exceptions, retail consumers prefer to

Device ownership means more ways for consumers

use their mobile device browser over apps. In fact,

to connect with retailers but not necessarily more

participants browsed for items four times more

technical sophistication, use of a device, or the same

often using their device browser than an app.

amount of use across devices.

eBay Enterprise

FOUR TIPS FOR CREATING A SEAMLESS PURCHASING EXPERIENCE

This study highlights the critical need to develop a seamless

buying experience on all potential platforms. In that vein,
the following are considerations for keeping pace with, and
staying ahead of, the user market.
1. Evaluate Consumer Experience Across Devices
Evaluate which, if any, immediate changes should be made to the interface to create a more successful
consumer experience across devices rather than waiting for a larger redesign effort. When considering
a larger design/redesign or site optimization, most retailers should focus first on their mobile browser design
over apps, ensuring that their mobile and tablet sites are fully optimized.
Consider sites like Google Maps, where the mobile experience is just as good as the app
and consistently supports the user at any point of interaction, i.e., no matter where they
want to engage.
For additional evidence indicating the value of mobile optimization, in a recent eBay Enterprise
usability study on tablet ecommerce, the tested optimized site outperformed the non-optimized site
not only in overall usability, but also in post-purchase brand perception.

2. Encourage Cross-Device Convenience and Functionality

Encourage, but dont require, account creation and promote cross-device convenience and functionality.
To encourage this activity, retailers should ensure that its both easy and beneficial, which means spanning
account connections over multiple apps and interfaces. This includes the incorporation of external tools such
as mobile wallets or universal/social authentication logins.
Retailers should consider tactics that encourage account creation, such as exclusivity, or
promote a continued relationship through rewards or point systems. For example, the website
Fab.com serves up unique content and curates everyday design products and has managed
to motivate account creation for consumers who seek the exclusivity associated with that brand.
Alternatively, the shoe retailer DSW uses a points system to encourage account creation and
rewards consumers who make shoe purchases with them by giving them cash towards their
next purchase.
No matter what tactics are used to encourage account creation, retailers should avoid the hurdles
created by mandatory sign-ins. In general, require less of the user when creating an account by
limiting the required fields to the basics, e.g., name, email, passwordespecially on mobile devices
where form entry is more cumbersome.
In the path to purchase, rather than immediately requiring the user to create an account, insert
account creation fields in-line with other required form fields, i.e., dont require account creation as
the first step in checkout; insert the fields in the flow of the checkout process. For example, the
standard convention is to provide an email address for order and shipping confirmation. Insert the
create password field after the email field.

eBay Enterprise

FOUR TIPS FOR CREATING A SEAMLESS PURCHASING EXPERIENCE

3. Support Device Switching

Support the inevitable browsing interruptions caused by device switching. Consider interface enhancement
and features like send to phone links, account-based persistent carts, save and send cart,and email
buttons on mobile devices prominently displayed on product pages. These solutions should address all levels
of purchase commitment (from low to high) and will help consumers shuffle content between devices while
keeping them connected throughout the shopping experience.
The features described above leverage native and downloaded apps on mobile devices, and tap into
existing behavior. For example, accessing email is a common activity across device types.
- Include an email button on smartphone and tablet product pages that, with one click,
launches the mobile device email application and allows the consumer to email themselves,
or someone else, a product. This opens the door for not only a connection between devices,
but also an opportunity for an email reminder marketing tool You were looking for
X, still looking?
- Use social links to pin/post/share and, if the consumer already has the app, launch that app
rather than a mobile site.
- Consider functionality that would connect the consumers' cart from one device to another,
such as entering a simple code through SMS.
As an example, eBay Marketplaces refined its listing flow to support cross-device use by allowing
users to initiate a listing on one device and resume on another, increasing frst-time listings by 67%.

4. Look for Innovation and Validate

Going forward, retailers should be on the lookout for innovative ecommerce approaches in technology that
support cross-device sharing by providing consumers with tools for passing information (e.g., bumping,
synched carts, Bluetooth syncing, device slinging). Each company needs to make its own determination on
how these offerings meet their needs and their consumers needs. Ultimately, managing the shopping
process with multiple devices isnt a one size fits all solution for consumers or retailers. Since every
business case is different, validating interface changes and site enhancements with consumers is critical.

eBay Enterprise

DETAILED STUDY FINDINGS

Overview
Over the course of the six-week study, which ran from November 19 to December 28, 2012, 55 multi-deviceowning consumers aged 18-55 maintained daily entries of their shopping and browsing behavior. All
participants owned a smartphone and a laptop/desktop; 34 participants also owned a tablet device. They
submitted a total of 2,153 diary entries, and of those, 726 contained information related to browsing and
purchasing behaviors. During this period, participants browsed for 764 items and purchased 1,483 items.
In order to analyze the data, researchers read the diaries and manually validated the quantitative
and qualitative data. The qualitative data was thematically coded to identify the most salient
participant behaviors.
Based on the analysis, the research team identified key factors that suggest a mental model for how
multi-device consumers use their devices to shop.

eBay Enterprise

DETAILED STUDY FINDINGS

For quick browsing tasks, the closest device wins

The study identified a simple factor for device selectionparticipants
used whatever device was closest when triggered to do quick browsing.
In the product consideration lifecyclefrom initial consideration to purchaseparticipants used different
devices between low-commitment browsing and higher commitment activities, such as more extensive
browsing or a purchase.
Low-commitment browsing was often an instinctive action, perhaps a response to a TV commercial or
a memory sparked by an unrelated conversation, thus prompting the user to look up a potential deal or item.
In these cases, participants showed no signs of committing to the purchase on the device chosen; instead,
the device was chosen almost indiscriminately by proximity.
Not too surprisingly, participants favored smartphones and tablets as their devices of convenience,
particularly at home. During the study, 53% of participants reached for their smartphones at least once
while browsing at home, while 68% of tablet owners used their tablets to browse.

53%

used their
SMARTPHONE
TO BROWSE.

68%

used their
TABLET
TO BROWSE.

If someone had the computer or I was too lazy

to get up from my room, I would just use the iPad.
It was awesome for just looking around for stuff.
40-year-old iPad owner

Participants Logged
BROWSING ONLINE USING A DEVICE
500 TIMES WHEN IN THE HOME

66%

34%

18%
Laptop / Desktop

Tablet / Smartphone

Tablet

16%
Smartphone

Combined

eBay Enterprise

DETAILED STUDY FINDINGS

Laptops and desktops still reign as dominant

shopping devices
Despite the extensive focus on mobile devices and their increasing popularity,
traditional" devices still played a key role in the shopping process for study participants. This was evident when participants focused on higher commitment activities.
High-commitment activities, unlike low-commitment browsing where devices were used indiscriminately,
signal a greater determination or purpose to conduct extensive browsing and/or make a purchase. In this case,
participants more often preferred traditional devicesof the 225 recorded online purchases, 79% were made
on a traditional device, while only 13% were made on a tablet and 8% on a smartphone.

225

Online
PURCHASES

79%

I chose the laptop because this is typically

where I do actual online shopping,
plus it was convenient at the time to sit
down and visit multiple websites to
compare sizes and prices and view them
in separate tabs.
38-year-old Toshiba laptop and Samsung
Focus Flash owner

Made on
a laptop/desktop

21%
Made on
a tablet /smartphone

Traditional devices were preferred because of two

critical factors: familiarity and functionality. For
participants in the study, familiarity was all about
comfort, and the level of comfort was based on
the length of device ownership and usage (study
participants owned traditional devices for almost
twice as long as their mobile and tablet devices).
Participants also favored traditional devices because
they provided greater functionality, including larger
screen size, keyboards, access to full sites, and
the ability to evaluate multiple sites at once and
with greater ease.

I use my laptop when I am doing intense

browsingit has a bigger screen and
is easier to navigate.
46 year old Macbook Pro and iPhone 5 owner

eBay Enterprise

DETAILED STUDY FINDINGS

Activities
BY DEVICE TYPE
At the end of their daily diary entry, participants were asked two survey questions to capture which device
they used that day, if any, and what shopping related activities were done that day on the device(s) used.
The following table illustrates the similarity in browsing tasks across devices, and the tendency
to reach for traditional devices more frequently when making a purchase.
Smartphone

59
229
80

Look up price information

or price comparison

48
221
45

Find gift ideas /

inspiration

25
79
40

Look up product
specifications

31
132
16

Make a
purchase

25
136
41

Look up promotions
or use coupons

22

View product
reviews

26

Product
comparison

23
25

98
31
106

125
24
16

Check promotional
emails or newsletters

Look up
brand information
Something else
shopping related
Engage with a brand
on social media

Laptop / Desktop

89

Browse
products

Find a store
or get directions

Tablet

44
22
6
23
17
13
49
17
1
9
4
2
11

* The numbers indicate the total count for each device for the listed activity.

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eBay Enterprise

DETAILED STUDY FINDINGS

Multi-device ownership allows for "switching"

and "resume later" behavoir
With the increasing accessibility of multiple devices, consumers frequently use more
than one device type in the evaluation and purchase of a single item.
Multi-device ownership creates easier ways for consumers to both initiate and abandon the browsing and
purchase path. Seventy-eight percent used more than one device during the study to browse or make a
purchase, and 62% of participants used more than one device while in the home to browse.

62%
used more than one device
type while in the home
to browse

78%
used more than one
device type during
the study to browse or
make a purchase

In the qualitative diary entries, 40% of participants

noted switching between device types, e.g.,
initiating their browsing on one device type, often
a smartphone or tablet, and then switching to a more
functional device as their research intensified or
when they were ready to execute the purchase. The
switch was either immediate in order to upgrade
the device or delayed, as participants initiated their
browsing of an item on one device, only to resume
later on a different device type.

I was at home in my home office on my

trusty laptop. I had tried earlier in the day
to do this with my smartphone but I had
a headache and found the touch screen
a little annoying as it took too much
concentration.

40%
used more than one
device type to browse
for the same item

I first started browsing between classes

at school (on smartphone) and then
continued on my laptop when I got home.
23-year-old Galaxy Note owner

The immediate switch was often triggered to avoid

the technical limitations of the current device, e.g.,
seeking a larger screen size or tactile keyboard, or for
connectivity issues.
Participants who resumed later started their
browsing on one device because of convenience
and resumed their browsing later when a traditional
device was available.

46-year-old Kyocera Hydro owner

11

eBay Enterprise

DETAILED STUDY FINDINGS

Tablets are filling in the functionality gaps

between traditional devices and smaller
devices, but still have limitations
For low-commitment browsing and some online purchases, tablets are seen to offer similar utility as
traditional devices. In addition to the benefits of proximity and convenience, theyre also just large enough
and easy enough to use. They also have interfaces that offer similar functionality to traditional devices,
which our data suggests helped participants migrate their browsing and purchasing routines and expectations from traditional devices to tablets.
Nevertheless, participants qualitative responses also identified several hurdles to completely replacing
traditional devices with tablets. The problems include the lack of a designated keyboard, the number of sites
that have not been adequately optimized for tablet use, a cumbersome checkout process, concerns over
security, and continued comfort with older devices.

50%

Made at least
one purchase on
their Tablet.

My tablet is useful for browsing the

internet. I occasionally make purchases
on it if I am making a single purchase.
I prefer my laptop when I know I have
multiple purchases to make, such as with
holiday gifts, because it is faster to order.
I would probably use my tablet more if
I had a keyboard for it.
31-year-old iPad owner

68%

Browsed on
their Tablet.

12

eBay Enterprise

DETAILED STUDY FINDINGS

Smartphones are everywhere devices

My phone is useful for quick browsing, alerting me to promotional emails and
comparing prices. However, it is not useful for doing more in-depth searches because
of the small image/text.
31-year-old iPhone 4s owner

Many participants considered their smartphone

an everywhere device to be used not only on the
go but also at home, work or school, as a tool
to supplement their shopping experience. In fact,
twice as many participants in the study (53%)
used their smartphone to browse in the home than
used their device at the store (25%).
Similar to their tablets and traditional devices,
participants used smartphones to browse and
make purchases. However, unlike other devices
used in the study, smartphones were considered
more portable and connected (e.g., automatically have Wi-Fi or 3G capabilities), and they had
a greater reach that allowed participants to link
to multiple channels. However, this increases
dependence on the carrier to support the retailers'
designed experience.

Smartphone
USE BY ACTIVITY

25%

made at least one purchase

using their smartphone.

53%

used their smartphone

in the home to browse.

76%

used their smartphone during

the study for shopping-

My smartphone was equally useless in

shopping for myself and for gifts. The web
pages take a long time to load and it is
a pain in the butt to read and browse
on such a small screen. I sound like an
old man.
18-year-old HTC One V owner

related activities.

25%

used their smartphone in

the store during the study
to price compare or use as
a shopping tool, such as
taking photos or referring to
shopping lists.

13

eBay Enterprise

DETAILED STUDY FINDINGS

I took a photo of our existing towel to make sure I got

the same design and color in store. I checked the photo in
the store and compared it to the item.
46-year-old iPhone 4s owner

Smartphone used
FOR BROWSING BY LOCATION

54%

11%

12%

23%

At home

At work

At a store

On the go

*Percent of total logged instances of smartphone use by location when browsing, i.e., during 54% of the recorded instances,
the participant was in their home when using their smartphone to browse.

Although they are considered the everywhere

device, during this study only 8% of purchases
were made on smartphones. Its not that consumers dont want to make purchases on smartphones,
because they do, particularly when considering
purchasing items in a pinch, or when they have
accounts/relationships with a retailer that makes
checkout easy.
However, when a more functional device was
available, participants often turned to those
devices first. The decision to use a traditional
device or a tablet was often triggered by various

smartphone constraints and limitations in participants shopping process. Specifically, many retail
websites were not optimized for the smartphone and
the devices have their own drawbackssmall
screens, touch sensitivity, keyboard limitations
and data speeds.

I dont use my phone much for shopping,

just for doing light research. It has limited
functionality, so I dont buy anything via
its interface.
32-year-old Nokia e73 owner

14

eBay Enterprise

DETAILED STUDY FINDINGS

Retail consumers use mobile device browsers

over apps
Participants browsed for items four times more often using their device browser than an
app. This shouldnt be too surprising, as traditional online shopping is dominated by the
search function, and as consumers opt for newer devices, they extend and transfer their
established habits to new devices.
Furthermore, the rationale for an app download and use is contingent on both the consumers relationship
with the brand and the anticipated utility the app provides. In other words, the more consumers anticipate
using a particular retail app, the more likely they are to download and use it. As a result, participants typically
had more mass-merchant apps (e.g., eBay, Amazon, Wal-Mart) and were more likely to have apps with an
on-the-go shopping utility, such as QR code scanning.

APPS VS BROWSER
Did you use your phone / tablet web browser or an app?

141

Browser Total

30

App Total

31

Browser & App Total

*Participants were asked this question for each item they browsed using a smartphone or tablet.

I decide which apps to download based on how much I really shop at that store,
the rating of the app and the price of the app.
25-year-old iPhone 4 owner

15

eBay Enterprise

DETAILED STUDY FINDINGS

Consumers use devices to "showroom" and

"presearch"
Active Presearching: I wanted to make sure the product I had in mind met my criteria
before I went to the store I read CNET reviews and went to Amazon to see pricing and
reviews, filtered cameras by features, best review and priceI decided to purchase in
store because this is the best I am going to and within the price range I am looking for.
48-year-old Dell Inspiron laptop owner

While consumers clearly have individual shopping preferences, their diary entries for browsing and purchasing revealed two process themes: showrooming and presearching.
There are many nuanced industry definitions of showrooming, for the purposes of this research the term was
defined as viewing a product in a store as part of the shopping process and continuing the research online
prior to making a purchase. While some definitions include the use of a device in the store as part
of the showrooming behavior, this definition does not limit or require in-store device use.
Participants also described presearching as part of their shopping processusing a device at any location
other than brick-and-mortar stores to research a product online prior to visiting the store.
The described showrooming and presearching behaviors were both activeintent-driven, more highly committed to the purchase, and final purchase channel motivated, e.g., knowing that the final purchase would
be made onlineand passive, or lower commitment to the immediate purchase and casually triggered, e.g.,
initial consideration triggered by a browsing visit.

16

eBay Enterprise

DETAILED STUDY FINDINGS

Consumers are equally armed, but not

equally savvy
I guess I am afraid of the portability of it and the probability of security issues. I am also
40, so my vision isnt happy trying to read it. I dont like the touch screen because my
fingers are fat. I have really bad reception in my area. I got frustrated easily by all of these
things.
40-year-old iPad owner

While smartphones and tablets have become deeply embedded in the mainstream, full awareness of the
device capabilities is still elusiveconsumers have varied knowledge of their devices and therefore may not
be able or inclined to take full advantage of the functionality offered. These challenges extend to all age
groups, including younger consumers.
Lets consider the data by looking at those participants who did not record using their devices over the 6week period. Thirty-two percent of tablet-owning participants did not report using their tablet for shoppingrelated activities, and 24% of study participants did not report using their smartphone for these activities.
Were not suggesting that these consumers have never used these devices for a shopping purpose, but rather
that device ownership does not necessarily lead to concentrated use. For the record, the Pew Internet Project
reports that 45% of American adults own a smartphone (as of January 2013) and 31% of American adults
own a tablet (as of December 2012).

45%

of Americans
OWN A SMARTPHONE.

31%

of Americans
OWN A TABLET.

17

eBay Enterprise

MULTI-DEVICE OWNERSHIP:

IMPLICATIONS FOR RETAILERS AND CONSUMERS

Over the 2012 holiday season, eBay Enterprise's Usability Group conducted a comprehensive diary study
of consumers shopping experiences across multiple devices.
.

CONSUMERS CHOOSE THEIR

DEVICES BASED ON

LAPTOPS & DESKTOPS STILL REIGN

AS DOMINANT PURCHASE DEVICES

1ST

46% PROXIMITY
15% INTENT
12% COMFORT
FOR QUICK BROWSING
THE CLOSEST DEVICE WINS

Laptop / Desktop

79 %
2ND

Tablet /
Smartphone

21%

MULTI-DEVICE OWNERSHIP ALLOWS

DEVICE SWITCHING BEHAVIOR

66 %

62% Used more than one device

type while in the home to browse.

Laptop / Desktop

LOW
INTENT
TO
PURCHASE

HIGH
INTENT
TO
PURCHASE

34

78% Used more than one device

to browse or make a purchase.

Tablet / Smartphone

40% Used more than one device

to browse for the same item.

FOUR TIPS FOR CREATING A SEAMLESS SHOPPING EXPERIENCE

Evaluate
Evaluate which, if any, immediate changes should be made to
the interface to create a more
successful cross-device experience.

Encourage
Encourage (but dont require)
account creation and promote
cross-device convenience
and functionality.

Support
Support the inevitable
browsing interruptions caused
by device switching.

Innovate
Be on the lookout for innovative
ecommerce approach in
technology that support crossdevice sharing.

MULTI-DEVICE OWNERSHIP: IMPLICATIONS FOR RETAILERS AND CONSUMERS

Conclusions
The multi-device usage landscape is rapidly evolving. Information on how consumers are adopting
and adapting their shopping process based on devices is important to gather and monitor, especially as new
and varied devices emerge (e.g., smartphones with larger screens, tablets, and hybrid devices, etc.).
The study indicates that while mobile technologies now dominate attention, the buying process for
many consumers is more complex. Since each device offers varying degrees of functionality and convenience,
multi-device ownership makes it easier for users to initiate and abandon a particular browsing or
purchase path.
This has different implications for different constituencies: As consumers opt for one device over another,
retailers must contend with more interruptions and device-based abandonment points in the pursuit
of checkout. The need for seamless switching between different devices to ensure higher conversions and
positive brand perception puts the onus on retailers to create a consistent user experience, regardless of the
range of form factors, websites, operating systems and apps used.

Methodology
This study tracked the holistic shopping behaviors of digitally connected consumers during the holiday
shopping season. The goal was to identify the critical differences and nuances of multi-device use
in commerce.
In total, 55 participants were asked to keep a daily diary in the form of a survey to track their holiday
shopping device use over a six-week periodfrom November 19th until December 28, 2012. The survey
contained both open-ended qualitative questions and closed-ended quantitative questions. In addition,
the participants completed an introductory survey and a wrap-up survey.
As survey and diary data are subject to the limitations of self-reporting, the research team reviewed and
manually validated the quantitative data and the qualitative diary entries.
In order to track holistic device use, all participants owned a laptop/desktop and a smartphone, and 34
also owned a tablet. Participants ranged in ages from18 to 55 and were recruited from a mix of states
and community types (rural, suburban, and urban). All participants were shopping for at least three immediate
family members and at least three additional family members or friends. They were all planning to make
purchases in-store and online, and planning gifts other than gift cards for the majority of their recipients.
To supplement the daily diary entries, 13 diary study participants were also invited into our eye-tracking
usability lab to undertake complementary usability research. In those sessions, the participants were asked
to talk through some of their diary entries, complete a device audit related to app ownership and use, and
perform an email audit of how they evaluate promotional email on their devices. Those results were incorporated into our findings here.
Special thanks to Amber Otero, Head of User Experience, eBay Enterprise; Palak Desai, Usability & Strategy
manager, eBay Enterprise; and Jackie Weeks, Usability & Strategy specialist, eBay Enterprise, for their contribution to this project.

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eBay Enterprise

+610.491.7000 | www.ebayenterprise.com | insights@ebayenterprise.com

About eBay Enterprise's Usability Group
As an independent and objective voice within eBay Enterprise's Marketing Solutions organization, the Usabilty Group collects user data,
uncovers usability obstacles, and provides recommendations that make digital experiences better and, ultimately, more successful. Led by
degree trained and expert usability professionals, the group applies their proven user-directed research methodology to observe how people
interact with digital interfaces in order to validate and discover opportunities for improving the users experience. We operate three
world-class usability labs in New York City, Philadelphia and Silicon Valley each equipped with leading Tobii eye tracking technology.

Contact
For more information about this study, or to inquire about usability testing, email Elizabeth Zietlow, Head of Usability, at usability@
ebayenterprise.com.
About eBay Enterprise
eBay Enterprise is a leading global provider of commerce technologies, omnichannel operations and marketing solutions. Our comprehensive and modular solution suite enables the worlds premier brands and retailers to deliver connected consumer experiences across all touch
points of the entire purchase lifecycle by engaging potential customers, converting browsers into buyers and delivering products with speed
and quality. Our omnichannel solutions and expert strategies help our clients grow faster than the industry and win with todays digitally
connected consumer. eBay Enterprise is headquartered in King of Prussia, Pa. and has major service offices in Barcelona, London, Los
Angeles and New York. The products, services, and businesses described above are those of GSI Commerce, Inc., d.b.a. eBay Enterprise, or its
wholly owned subsidiaries. eBay Enterprise is an eBay Inc. (Nasdaq: EBAY) company. More information can be found at ebayenterprise.
com. 

eBay Enterprise and the ebay enterprise logo are trademarks, service marks, registered trademarks, or registered service marks of GSI
Commerce, Inc. d/b/a eBay Enterprise (eBay Enterprise), or its subsidiaries or affiliates. Other trademarks or service marks contained in this
document are the property of the respective companies with which they are associated.