Here’s a suggestion for email teams trying to drive ecommerce sales via mobile: Offer an app.
Almost one out of three U.S. consumers -- 31% -- prefer mobile shopping apps to mobile websites and other channels, according to a study released Thursday by NewStore. But be advised that 45% will refrain from downloading apps because of privacy concerns.
That preference for apps presumably excludes email.
Of consumers polled, 88% have one or more shopping apps on their phone, and 50% have more than four.
Overall, 15% use these apps daily, 37% a few times per week, and 26% use them a few times per month.
The study defines mobile shopping apps as those created by specific brands like Nike or H&M, and not marketplace apps like Amazon, Walmart, or Target.
The biggest app users are
young people -- 96% of 18- to-44 year-olds have at least one mobile app, versus 75% of people ages 45+.
Why do they prefer apps over mobile websites, say? Proponents say mobile apps provide:
Don’t think everyone is in love with apps. Consumers cite these reasons for not downloading them:
The study also found that 64% of shoppers would browse and/or purchase apparel via apps. Shoes are in second place, with 55% saying they would browse for them, followed by accessories (44%) and furniture (42%).
But there is a limit when it comes to high-ticket items. Only 25% would actually purchase furniture by app.
Meanwhile, 71% are interested in mini apps (apps that do not require downloading).
NewStore surveyed 610 U.S. consumers in 2022.