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Native Apps to Drive 2014 Holiday Sales

Posted on 11.04.2014

Ninety-one percent of consumers intend to make a purchase through a mobile or tablet app this holiday season according to new data from Artisan Mobile.

The data comes from a survey of 500 consumers, which also found 94 percent of respondents agreed or strongly agreed that they are purchasing and browsing products on apps more than ever before. The study also revealed that 54 percent of consumers plan to do one-half or more of their holiday shopping (purchases and/or browsing) via a mobile or tablet app. Other noteworthy stats show that 75 percent of consumers browse or make purchases on mobile or tablet apps multiple times a month, while 47 percent do so weekly.

When it comes to comparing this year’s survey data with similar survey results from 2013, the study found that apps are playing a larger role in 2014 holiday purchases. For example, 96 percent of respondents plan to browse/research products via a mobile or tablet app this year, which is 8 percentage points higher than last year. Moreover, the number of consumers that expect to make purchases through a mobile or tablet app this year was 14 percentage points higher than 2013.

The study also suggests that native apps are driving sales across channels, as the data shows that 51 percent of consumers frequently or always make purchases by other means (ex. in-store, desktop) after browsing products in a mobile or tablet app. In fact, the survey found that 42 percent of consumers will use their computer to make a purchase after browsing products on a brand’s mobile app, while 33 percent will use their tablet, 21 percent will go to the store and 4 percent will call the retailer to place their order.

Lastly, it is important to note that consumers are shopping on multiple apps, with the data revealing that 44 percent are using four or more mobile apps to shop and 39 percent are using four or more tablet apps. Furthermore, consumers tend to be loyal to the apps they use to shop with. For instance, 75 percent of respondents said that they are very or extremely loyal to the apps that they have used to browse or purchase products on smartphones and tablets.

“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.”

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