According to a new survey of 500 consumers by Artisan Mobile, 94 per cent of those surveyed browse and make purchases using mobile applications, while 91 per cent of respondents plan to make their holiday purchases using a mobile or tablet app this year.
The survey also concluded that 54 per cent of those surveyed will do half or more of their holiday shopping using an app, while 51 per cent use other methods to make purchases, such as going in-store or using a computer, after browsing on an app.
The number of app users is growing. According to a survey last year, only 66 per cent of app shoppers browsed or made purchases using an app during the 2012 holidays, while 84 per cent did so in 2013.
“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 CEO Bob Moul in a press release from the company. “Not only are consumers making purchases via apps, but they’re also browsing on these apps and 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.”
