Study Shows: Retailers need to encourage usage of mobile apps

ForeSee Results conducted a forward-thinking study that links the use of mobile applications to retail store purchases. The study was conducted during the past December holiday season. The apps referenced to be most helpful will allow consumers to compare product prices, to retrieve products specifications, and to identify the make or model of a product. The study indicated that the use of mobile apps to support in-store purchases are expected “to double next year”. The resources are there: “91 percent of online shoppers own mobile phones”. Nonetheless, only “a third of respondents have used them while shopping.” Moreover, those that did use mobile phones largly did not used apps or the internet, instead they used them to call others to get their opinions on items. But this is expected to change as the apps allow people to access info on the go.

Importantly, the usage of apps cause shoppers to be more satisfied which has been shown to increase loyalty, recommendations, and visits to the website.

Source: Mobile Marketer