Here’s How Apple Dominates Online Retailers

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Users of Apple’s (NASDAQ:AAPL) online store are the happiest compared with those shopping at competitors’ websites. According to a ForeSee poll, Apple’s e-store scored the highest satisfaction rating of any computer-related company, and easily beat that of rival Microsoft (NASDAQ:MSFT).

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Apple’s satisfaction score came in at 85, up five points from the year before. Amazon (NASDAQ:AMZN), which competes with Apple in the tablets industry with its Kindle Fire, but is basically a specialist e-retailer, was the only one to do better after logging a record score of 89. Amazon “continues to set the standard for e-retailers,” ForeSee said. However, Apple was able to close the gap on Amazon to four points after having lagged by six points in 2011.

The online shopping fronts of Dell (NASDAQ:DELL) and Best Buy (NYSE:BBY) gathered 80 points each and Hewlett-Packard (NYSE:HPQ) came in at 79, while Sony (NYSE:SNE) and Microsoft tied at 78 each.

The average score for the 10 computer and electronics retailers measured was 79, just a point above the average for all 100 e-retail stores surveyed by ForeSee. The research company measured customer satisfaction using a survey of 21,000 visitors to the top 100 online sales sites as ranked by annual revenue.

“Now that the average for the top 100 retailers is 78, a score of 80 is less impressive than it was five years ago, when the average was 74,” ForeSee’s Larry Freed said. “Still, if we were to include thousands of e-retailers from large to small, scores of 80 or higher would no doubt emerge as being notably high.”

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