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Artisan Research Finds 90% of Mobile Users Will Make Holiday Purchases Through Apps

Written on
Nov 5, 2014 
Author
Adotas  |

Artisan Mobile today released research results highlighting the increasing role of mobile and tablet apps in driving conversions. In a survey of 500 consumers, 94% of respondents strongly agreed or agreed that they are purchasing and browsing products on apps more than ever before, and 91% intend to make purchases through a mobile and/or tablet app this holiday season. The research also found that 54% of app users plan to do at least half of their holiday shopping via a mobile and/or tablet app.

“Consumers are shopping on apps more than ever before, and we’ll see apps play an even bigger role this holiday season than last year,” said Bob Moul, CEO, Artisan Mobile.  “Not only are consumers making purchases via apps, but they’re also browsing on these apps before making purchases with that app’s brand either on their desktops or in-store.  Apps are becoming such a critical part of the shopping experience, and that’s why retailers and marketers need to understand how to deliver a personalized experience that will engage their app users – who also tend to be a brand’s most loyal customers.

Additional highlights include:

·         54% plan to do one-half or more of their holiday shopping (purchases and/or browsing) via a mobile and/or tablet app

·         51% frequently or always make purchases by other means (in-store, desktop) after browsing products on a mobile or tablet app (when not making the purchase in the app itself)

·         44% are shopping on 4 or more mobile apps; 39% on 4 or more tablet apps

·         75% browse or make purchases on mobile or tablet apps multiple times a month; 47% weekly

Apps Will Help Drive Holiday Sales

Respondents were asked about their intentions to make purchases through and browse mobile and/or tablet apps for their 2014 holiday shopping.  When comparing these responses to the results of a similar survey last year, these numbers prove that apps are playing a larger role in 2014 holiday purchases:

·         91% expect to make purchases through a mobile and/or tablet app this holiday season – 14 percentage points higher than last year

·         96% plan to browse/research products using a mobile or tablet app – 8 percentage points higher than last year

·         84% browsed or made purchases on a mobile or tablet app during the 2013 holidays – 18 percentage points higher than during the 2012 holidays

Respondents were asked how much of their holiday shopping this year will include browsing and purchasing on a mobile or tablet app:

·         14% plan to do up to one-quarter of their holiday shopping via an app

·         25% plan to do up to one-third of their holiday shopping via an app

·         26% plan to do up to one-half of their holiday shopping via an app

·         18% plan to do up to three-quarters of their holiday shopping via an app

·         10% plan to do 90% or more of their holiday shopping via an app

Native Apps Drive Conversions Across All Channels

51% of respondents said that they frequently or always make purchases by other means after browsing products on a mobile or tablet app, while 40% said they occasionally do, and only 9% said never or rarely.  This proves that even in those cases when the purchase is NOT completed in the app, apps are still driving overall sales through multiple channels for a brand.  Respondents were asked where they make a purchase after they browse a product on a brand’s mobile app but do not make the purchase through the mobile app:

·         42% use their computer to make the purchase

·         33% use their tablet to make the purchase

·         21% go to the store to make the purchase

·         4% call the retail to place their order

Respondents Are Using Multiple Apps Frequently

94% of respondents strongly agree or agree that they are using mobile or tablet apps more frequently now than ever before to browse for or purchase products – 14 percentage points higher when compared to a similar survey last year.  Asked how often they browse or make purchases on mobile or tablet apps, 28% of respondents said 2-3 times per month, 32% said 1-3 times per week, 15% said daily, 15% said once a month, and 11% said less than once a month.  Also, most are currently browsing or purchasing from multiple apps:

·         45% are shopping on 2-3 mobile apps; 41% on 2-3 tablet apps

·         44% are shopping on 4 or more mobile apps; 39% on 4 or more tablet apps

·         5% are shopping on 1 mobile app; 13% on one tablet app

Notably, compared to last year, respondents who said they are shopping on 4 or more mobile apps is 14 percentage points higher, and respondents who said they are shopping on 4 or more tablet apps is 11 percentage points higher.

Brand Loyalty and Personalization

The majority of respondents, 75%, answered that they are very or extremely loyal to the apps that they have browsed or purchased from on their smartphones or tablets – 10 percentage points higher than in last year’s survey. 45% percent of these respondents said that they are very loyal to these apps, stating that they try these brands first but could end up buying elsewhere.  30% said that they are extremely loyal, and that these are the brands from which they prefer to buy.

Also, when asked how important it is that a mobile or tablet app is personalized (personal recommendations, knows your location, preferences, and buying history, etc.), 47% of respondents answered that this is important or very important, while 40% said that this is somewhat important.





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