More than half of those who download retailers' mobile apps use them at least once a week, according to a survey of 1,651 consumers commissioned by virtual gift card vendor CashStar.
According to the survey, 15 percent of the respondents who have downloaded retailer apps use at least one every day, with another 41 percent using a retailer's app at least weekly. The most common uses are to get coupons (63 percent), discounts (61 percent) and and sales. More than half also used an app to browse a retailer's inventory (55 percent), and 47 percent used an app to locate stores.
There's also a strong tie between loyalty programs and apps: 81 percent of the survey's respondents said they'd be more likely to download the app of a retailer if they're already in the loyalty program. But the connection isn't quite as strong in the other direction: Only 56 percent said they'd be more likely to join a retailer's loyalty program after downloading its app.
Consumers younger than 35 are almost twice as likely to download a retailer's app as those older than 50, but 45 percent of those surveyed haven't downloaded any retailer's app. The biggest reason? One third of no-app customers say they never needed one—a portion that rises to 44 percent among those under 35 with no retail apps.
As hard as retailers have worked to build up capabilities of their apps, the fact that half of consumers can't be bothered to download an app (and many don't see why they should) could mean retailers simply haven't done a good job of communicating the benefits. On the other hand, considering how closely aligned retailer app usage is with loyalty programs, it may simply be that the best customers are already using retailer apps.
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