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Mobile Apps Rule Holiday Shopping

Mobile marketing company Artisan Mobile today released the results of a September 2014 research campaign* designed to highlight the increasing role of mobile and tablet apps in driving conversions. The results? It’s going to be a very merry season for mobile browsing and purchasing.

Of the 500 consumers surveyed, 94% strongly agreed or agreed that they’re purchasing and browsing products on apps more than ever before. What’s more, 91% intend to make purchases via mobile or tablet apps this holiday season.

“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,” Bob Moul, CEO of Artisan Mobile, said in a press release. “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.”

Respondents were also asked about their plans to use mobile and tablet apps for holiday purchasing and browsing. Those results were juxtaposed to a similar survey from last year, which showed the larger role that apps are playing this holiday season.

  • Ninety-six percent of respondents intend to browse or research products via a mobile or tablet app—eight percentage points higher than 2013.
  • Eighty-four percent browsed or made purchases on mobile or tablet apps during the 2013 holidays—18 percentage points higher than the year prior.
  • Seventy-five percent said that they’re very or extremely loyal to the apps that they’ve browsed or purchased from on their smartphones or tablets—10 percentage points higher than last year.

“Apps are becoming such a critical part of the shopping experience,” Moul said, “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.”

*Fifty-five percent of respondents were between ages 18 and 35; 31% were between ages 36 and 55; and the rest were older than 55. Each had to own either a smartphone or tablet, and they must have had experience using a mobile or tablet native app to browse or purchase products beyond simply entertainment—such as games, music, and books.

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