More Mobile Owners Lay Claim to Holiday Purchases Via Branded Retail Apps

January 10, 2014

This article is included in these additional categories:

Boomers & Older | Digital | Mobile Phone | Retail & E-Commerce | Tablet | Youth & Gen X

Baynote-Holiday-Purchases-Using-Retailer-App-Jan2014Retailer-branded applications exerted more of an influence over holiday shopping this past season than the prior one, says Baynote in its 4th annual holiday shopping survey [download page]. Roughly one-third of respondents – each of whom own a smartphone, and 65% of whom own a tablet – claimed to have made a holiday gift purchase using a retailer-branded application on a smartphone or tablet during the season. That’s up from 23% in the 2012 survey, which also limited its respondent sample to smartphone owners. (Tablet ownership was slightly lower – 55% – among the 2012 survey respondents, but the difference is probably not stark enough to have influenced the app usage trends to a measurable degree.)

Unsurprisingly, younger age groups were the most likely to have made a purchase through a retailer-branded app. Almost half – 47% – of 18-24-year-old respondents claimed to have done so, as did 43% of 25-34-year-olds and 41% of 35-44-year-olds. There was a fairly steep drop-off in app-driven purchases among older age groups, down to 26% of the 45-54 demo and 22% of the 55+ crowd. Given that all respondents own a smartphone, the age discrepancies isn’t attributable to differing penetration rates of the devices; it is possible, though, that discrepancies in tablet penetration among the age groups might have played a role, as youth are the most likely to own tablets.

About the Data: The survey was conducted among 1,000 respondents between December 3-6, 2013. The sample was evenly split between males and females. All respondents own a smartphone, and 65% own a tablet. All respondents had made a holiday purchase online.


Explore More Articles.

Marketing Charts Logo

Stay on the cutting edge of marketing.

Sign up for our free newsletter.

You have Successfully Subscribed!

Pin It on Pinterest

Share This