Survey from Visual Objects Sees Increased Use of Apps

US consumers who use mobile shopping apps turn to them frequently, a new survey finds. More than one-third of people (35 percent) use shopping apps between two and five times a week, while 28 percent use them at least once a day, according to Visual Objects, a company that offers a portfolio website that showcases work from top creative firms located around the world. Visual Objects’ data supports findings from another survey, which found that the number of retail apps on the average smartphone doubled within the last year, up to a total of four.
 
Most Popular Shopping Apps
 
When people use shopping apps, they’re most likely to use an app from mass merchant retailers like Target, Walmart, or Costco (81 percent), pure online retailers like Amazon or Overstock (77 percent), or apparel retailers (79 percent). The most popular shopping apps offer a benefits-driven and frictionless path to purchase.
 
“A retail app that works well allows people to find what they’re looking for and buy it quickly,” says Bertrand Schmitt, CEO, Chairman, and co-founder of App Annie, an app analytics platform.
 
To capitalize on the shift to mobile app shopping, businesses must offer an efficient and rewarding mobile user experience that compliments the larger omnichannel experience. Retail apps should work seamlessly with other purchasing channels, such as the mobile web and brick-and-mortar stores.
 
Retail Apps Used Most Frequently at Home
 
People use retail apps to add value and convenience to their shopping experience. Nearly 80 percent of people use shopping apps when they are at home instead of on the go or in another store, Visual Objects’ survey found.
 
Shopping apps enable consumers to browse goods and services in the privacy of their homes before making a purchasing decision. However, apps without fixed product offerings, such as apparel apps and convenience store apps, are less likely to see habitual in-home use.
 
The apps that see the heaviest in-home use are pure online retailer apps (92 percent), mass merchant retailer apps (81 percent), apparel apps (79 percent), and convenience store apps (62 percent).
 
It’s fascinating to consider the extent to which mobile has become a part of consumers’ everyday shopping experiences. Likewise, it would be interesting to get a more vivid picture of what types of products are most commonly ordered via apps.
 
 

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