The importance of providing mCommerce-functional apps has never been more apparent than during the most recent holiday shopping season.
There was a 48 percent increase in holiday purchases made on retailer-branded apps in 2013 than 2012, according to a new report from Baynote. Thirty-four percent of consumers made a purchase via a retailer-branded app during the 2013 holiday season, compared to 23 percent in 2012.
The reason for the growth is that retailers' app functionality and design have improved significantly, according to Baynote.
"Initially, apps were a subset of the site experience and now they more accurately reflect a consistent brand interaction that is similar to the Web site, so shoppers aren't having to master a different experience or interface," Marti Tedesco, senior director of corporate marketing at Baynote, told Mobile Commerce Daily.
Plus, retailers' apps have become more responsive and accessible on mobile devices. "These responsive designs, coupled with the growth of shopping via smartphone, would naturally result in an acceleration of app usage," Tedesco said.
Younger shoppers are more likely to use retailers' apps to make purchases. Forty-seven percent of consumers between the ages of 18 and 24 made a holiday gift purchase using a retailer-branded app in 2013, according to Baynote. Forty-three percent of shoppers between 25 and 34 years old and 41 percent of consumers from 35 to 44 years old also made purchases via apps.
Conversely, 26 percent of consumers between 45 and 54 years old made a holiday gift purchase using a retailer-branded app, and purchases dropped to 22 percent for shoppers over age 55.
-See this Mobile Commerce Daily article
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