Marketers who have not designed their emails for mobile may be in for trouble this holiday season.
In the U.S, 44% of consumers plan to shop by mobile. And 28% will use their phones to access the retailer’s app. And globally, 47% expect to do three-quarters or their marketing by smartphone and 48% online, according to a study by Airship in partnership with Sapio Research.
Mobile apps are growing in popularity, with 42% of Gen Z and 46% of millennials using them more than they did prior to the COVID-19 pandemic, as well as 38% of Gen X and 27% of Boomers.
In contrast, 14% of Gen Zers, 12% of millennials, 10% of Gen Xers and 8% of Boomers are using less than before.
Meanwhile, the likelihood of using a retailer’s app in-store ranks only a few percentage points behind visiting a retailer’s website, the study reports.
“Consumers are clearly developing a preference for mobile apps as the primary destination to save them time and streamline their shopping experiences from in-store wayfinding to click-and-collect and curbside pickup,” states Brett Caine, CEO and president, Airship.
When shopping in-store, millennials lead in all of these activities:
This is an opportunity to shoot out an email to offer a discount promotion or an in-store event or treat.
Airship and Sapio Research surveyed more than 9,143 consumers across the U.S., U.K., France, Germany, Australia, Singapore and India.