90% of Mobile App Users Will Make Holiday Purchases Through Apps

Becky Doles

Artisan surveyed 500 mobile app users about shopping on mobile apps, specifically their intentions this holiday season. See the results!

Ported Post: This entry was originally published in the Artisan Mobile blog. Artisan was rebranded as In-App Marketing after being acquired by TUNE in July of 2015. 

The results are in! This fall, we surveyed 500 consumers about shopping on mobile and tablet apps, specifically their intentions for shopping on apps this holiday season. And although we know how fast mobile is growing, the results surprised even us.

Mobile App Users Will Research and Purchase Through Apps

The surveyed consumers must own a smartphone or tablet and have had experience browsing and/or purchasing on retail apps. 91% of these respondents intend to make purchases through a mobile and/or tablet app this holiday season – this is 14 percentage points higher compared to the results of the same survey we issued last year. 96% plan to browse/research products using a mobile or tablet app – 8 percentage points higher than last year. Also, 54% plan to do at least half of their holiday shopping via a mobile and/or tablet app – wow!

Holiday Intentions Chart
51% of respondents said that they frequently or always make purchases by other means (desktop, in-store) after browsing products on a mobile or tablet app. This proves that even in those cases when the purchase is NOT completed in the app, apps are still driving overall sales through multiple channels for a brand.
Browse Mobile Buy Elsewhere

Also, 94% of respondents strongly agreed or agreed that they are purchasing and browsing products on apps more than ever before – 14 percentage points higher when compared last year’s survey. In fact, 44% are shopping on 4 or more mobile apps and 39% on 4 or more tablet apps. 75% browse or make purchases on mobile or tablet apps multiple times a month and 47% do weekly.

Mobile Apps are Correlated With User Loyalty

Further, the majority of respondents, 75%, answered that they are very or extremely loyal to the apps that they have browsed or purchased from on their smartphones or tablets – 10 percentage points higher than in last year’s survey.

See more results from the survey. The numbers prove that apps are a critical part of the overall 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.

Becky Doles

Becky is the Senior Content Marketing Manager at TUNE. Before TUNE, she led a variety of marketing and communications projects at San Francisco startups. Becky received her bachelor's degree in English from Wake Forest University. After living nearly a decade in San Francisco and Seattle, she has returned to her home of Charleston, SC, where you can find her enjoying the sun and salt water with her family.

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