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Surprise! Mobile Apps Boost Holiday Conversions

Posted on 11.06.2013

Mobile apps are becoming increasingly important in the e-commerce industry, as a new study from Artisan Mobile reveals that 77 percent of consumers intend to make purchases through a native mobile app this holiday season. Surprised?

The study surveyed 500 consumers and found that 80 percent of respondents agreed that they are purchasing and browsing products on native smartphone and tablet apps more than ever before. In addition, 65 percent of respondents said they are either ‘very’ or ‘extremely’ loyal to the apps they have browsed or purchased from in the past. In fact, almost 80 percent of the respondents said the apps they browse or purchase from are generally the same brands that they purchase from online and in-stores. It is important to note, however, that those who stated they are loyal to certain apps tend to make app purchases more frequently and are more likely to want a personalized shopping experience. For instance, 70 percent of loyal users said they are more likely to use an app if it is personalized, while 52 percent of loyal users claim that a personalized app is important to them.

Other highlights from the study show that 84 percent of loyal users browse or purchase products on a mobile device at least once a month, compared to 63 percent of non-loyal users. If that's not enough, 88 percent of loyal users agree they are using apps more frequently than ever before to browse for or purchase products, while just 64 percent of non-loyal users agreed. And when it comes to holiday shopping, 85 percent of loyal users intend to make a purchase through an app this holiday season, while 46 percent state that more than half of their holiday shopping will include browsing or purchasing on a mobile app.

“It’s impossible to ignore the rising role of native apps in driving purchases and brand loyalty across all channels,” said Bob Moul, CEO, Artisan. “Each year conversions that are either made through or began with apps grow at a staggering rate, which is why delivering dynamic, personalized app experiences is not just important – it’s absolutely essential.”

Retailers should note that even when purchases aren’t made through mobile apps, the apps still are important tools in a consumer’s discovery process. For example, 35 percent of the survey respondents said they frequently or always make purchases somewhere else after browsing products on a native mobile app – with 68 percent saying they use their computer to make the purchase, 55 percent saying they go to the store to make the purchase and 35 percent using their tablet to make the purchase. 

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