How Mobile Apps Became the Preferred Shopping Channel for Young and Old – Digital Transactions

When it comes to shopping, it’s becoming a mobile world. A report released Thursday by omnichannel platform provider NewStore Inc. reveals that 88% of consumers surveyed have at least one shopping app on their phone, 50% of respondents have more than four shopping apps and 9% have more. 10. Given the proliferation of mobile shopping apps, consumers in the United States spent nearly 3 billion hours using them in 2021, according to the report.

Boston-based NewStore, which surveyed 610 consumers in the United States this year, defines mobile shopping apps as brand and retailer-specific apps such as Nike and Swedish apparel H&M, not marketplace apps such as Amazon, Target or Walmart.

From a demographic point of view, consumers Those under 44 are the biggest users of mobile shopping apps, with 96% of 18-44 year olds having at least one mobile shopping app and 61% of this age group having more than four. In comparison, 75% of consumers aged 45+ have at least one mobile shopping app and 39% of consumers aged 45+ have more than four such apps.

A key factor explaining why young consumers adopt mobile shopping so easily is that they grew up with smart phones. “This means they will be looking for the best experiences possible on mobile, especially when it comes to shopping, and apps are the best way to meet their expectations,” a NewStore spokesperson said via email.

Unsurprisingly, consumers with mobile shopping apps use them very frequently. Of all respondents, 15% use them daily, 37% use them a few times a week, and 26% use them a few times a month. Consumers aged 30 to 44 are the most frequent daily users (about 22%), as well as on a weekly basis (40%). Consumers with more than four mobile shopping apps are also heavy users, with about 21% using them daily and about 43% using them a few times a week.

Heavy app users are also more likely to buy using the app rather than just browsing. Among consumers aged 18-44, 96% say they would be likely to purchase using a mobile shopping app, compared to 85% of consumers aged 45 and older. Consumers with more than four apps are also more likely to make a purchase while using their app (99%).

According to the study, consumers feel they have a better shopping experience than on a mobile website. Among respondents, 60% cited a better user experience as a reason for using mobile shopping apps. Among consumers with more than four apps, the figure jumps to 70%.

“Mobile shopping apps are a much better option than the mobile web because they can provide consumers with more seamless and personalized experiences,” says the NewStore spokesperson. “When done right, mobile shopping apps integrate into the customer journey, putting a retailer’s brand in the hands of shoppers whether they’re at home or on the go. More precisely, [the] apps offer faster load times, better navigation UX, improved product views, and more interactive features. Mobile websites simply cannot deliver these experiences.

Other reasons consumers prefer these apps include better promotions/discounts (51%), access to exclusive products (30%), better loyalty programs (30%) and better customer service (23%). ).

There are, however, key features that consumers expect from mobile shopping apps. These include detailed product information, such as colors and sizes; management of coupons and discount codes; management of loyalty or rewards profiles; a store locator with hours, location and services; and real-time detailed inventory information for products at each location.

“The results of this survey show that brands need to have a mobile app, like [this is] the preferred purchase method for many of their core customer segments,” the report states. “It’s also clear that an inferior app won’t cut it. Consumers want a feature-rich app that supports every step of their shopping journey.”

Casey J. Nelson