New Data Shows 57% of Shoppers Prefer Mobile Apps to Other Channels

We surveyed 400 app users to find out the details behind their mobile shopping practices to understand nuances in app design and functionality that contribute to sales, or unfortunately, contribute to app deletion.

A few questions that we were seeking to answer included:

• What are the perceived benefits of using a mobile app for shopping?
• What mobile app features do users like/dislike in apps designed for e-commerce?
• What causes users to delete an app or leave a negative review?
• What effect, if any, has the COVID-19 pandemic had on mobile app shopping?

That said, let’s dive in.

The modern buyer’s journey is more like a whirlpool of digital touches than a linear path to purchase. Consumers have multiple channels for discovery (Instagram, ads, TV, etc.) as well as purchase (in-store, online, mobile app).

This got us wondering:

What role do mobile apps play in the purchase process?

The 400 consumers we surveyed overwhelmingly use apps with the intent to shop and purchase, with 74% of respondents claiming that was the most-used feature. People also ranked viewing product photos and reading reviews high on their list, indicating a high-degree of shopping intent.

Lower down the list of desired app features include managing loyalty memberships and enhancing their in-store experience.

Given that mobile apps contribute to such high-intent buying actions from consumers, it may not be a bad time to look into mobile app development that will create ROI.

When you think about mobile app use in practice and zoom in a bit, the convenience factors start to pop off the page:

• Typically, users stay logged into apps, meaning they don’t have to type in passwords. Or, they can use their fingerprint.
• Popular apps are famous for reading user actions, determining preferences, and offering increased functionality as a result.
• Most users have securely stored credit card info on their mobile devices via Apple Pay or Google Wallet, making payment a breeze.
• Information is presented in bite-sized form, catering to a shorter attention span.
• Communications (flash sales, delivery statuses, etc.) are delivered instantly via push notifications—easy to read and move on.

This is no happy accident, either. App developers are keenly aware that convenience is a major factor for app download, use, and transactions. And our research supports this. In a multiple-select question, users indicated the following:

By far, the largest pain point with mobile apps is that they can’t see the products in person, which isn’t really the app’s fault, but still a good piece of info. Take a look at the following list of responses (multiple select) that illustrate the issues users perceive with mobile apps for shopping.

We’d like to extend a sincere ‘thank-you’ to everyone who participated in our study. Consumer insights like these help app developers everywhere design products that serve both the organization and the customers they support.

If COVID-19 has taught us anything about how to keep a retail business going, it’s that shoppers will continue to look for convenience, even during the most extreme situations. Retailers and app developers alike should continue to look to deliver seamless shopping experiences to their customers, and that means making sure they’re able to shop from their mobile devices.

Like what you’re reading? Sign up for updates to the Heady blog CodeWords and never miss another update on bits, pixels, and tote bags.