Mobile App Users Cite Consequences For Laggard Retailers

August 28, 2012

apigee-consequences-for-retailers-lack-of-mobile-app-august2012.png54% of mobile applications users say there are consequences to retailers not providing mobile apps, some of those consequences for the shoppers themselves and some for the retailers, according to an August 2012 survey performed by Harris Interactive on behalf of Apigee. For example, the most common concern is a wasted trip to a store for items the retailer does not carry (30%), but the lack of an app also leads 19% to think that the retailer is old-fashioned.

Other consequences identified include: the consumer losing out on the best deals the store offers (25%); the consumer losing time (17%) or money (12%); and the consumer losing loyalty to the store (7%). Some mobile app users even take this to another level: 7% believe a retailer’s lack of app could make them think the retailer does not respect its customers.

Overall, Millenials (aged 18 to 34) are most likely to cite those consequences, and men are more likely to believe in them than women (58% vs. 49%).

Tangible Benefits Motivate App Users

Details from Apigee’s “2012 Holiday Shopping” survey indicate that 82% of mobile app users believe there are benefits to using a mobile device to purchase gifts this coming holiday season. The chief benefits include: being able to browse for deals wherever they are (50%); performing price comparisons inside a store (48%); using a mobile device to find a retail store (40%); and redeeming electronic coupons (38%).

Other benefits are more furtive: secretly shopping without a spouse or significant other knowing (25%); buying embarrassing or personal items without using a work computer (14%); and sneaking shopping time in at work (12%).

Books, Clothing High On Mobile Holiday Purchase List

57% of mobile app users say they would consider purchasing holiday gifts in 2012 on a mobile device. Among the category of gifts they most expect to buy, 32% cited books, followed by electronics (31%), gift cards (27%), DVDs and Blu-ray Discs (26%), clothing (24%), and toys (20%).

These product types fall neatly in line with April 2012 findings from WorldPay. In that study, clothes (53%), books (46%), and DVDs and video games (42%) were the top 3 mobile purchases among American shoppers. Findings from both these surveys suggest that mobile shoppers are most comfortable purchasing comparatively low-value goods.

About The Data: The Apigee survey was conducted online within the US by Harris Interactive from July 31-August 2, 2012 among 2,262 adults age 18+.

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