In-app expectation by consumers may be higher than some think,
as mobile shoppers look for more app functions before, during and after the purchase.
In a study of mobile app usage in the U.S. and Europe, Utrecht University in the Netherlands looked at
mobile customer engagement to see just what customers want from their apps.
The study looked at what personal information app users would be willing to share through a mobile app and found may
would share quite a lot. What they would share:
- 85% -- Email
- 64% -- Name
- 52% -- Gender
- 50% -- Nickname
- 43% -- Location
- 36% -- Date of
birth
- 31% -- Phone number
- 12% -- Address
As in the phases of the Mobile Shopping Life Cycle, the research focused on different stages of the purchase process.
In the intent phase, mobile app users are interested in creating wish lists (58%), though a relatively small number (18%) want to share that list with others. And even though using the app, most
consumers (54%) want a link to the company website included in the app.
In the consideration phase, this study found that mobile shoppers are attracted to a deal, which is consistent with
other research.
A majority (51%) wants the app to recognize location inside a store and send relevant discounts and even more (80%) want to have apps in their mobile device that would be
useful to them when they want to make a choice between the brand’s products.
During the purchase phase, many shoppers are seeking interactivity, even if not looking to apps to make the
actual purchase, according to the university research, which was sponsored by GX Software. Here is what they want, based on the study results:
- 83% -- Text alerts when ordered product is
ready for pickup
- 76% -- Check store proximity through mobile app
- 76% -- App to remember personal information
- 68% -- App gives option to write reviews
- 36% -- Use
voice-based control to verify identify and make a purchase
- 33% -- Use voice control to fill in personal data during purchase process
- 28% -- Use mobile app to buy product
After the purchase, what the study refers to as the support phase, most consumers (79%) want customer support service through the app and a large number (67%) want the app to provide maintenance
tips on products purchased.
Expectations of mobile shoppers continue to rise.