Philadelphia – Native apps, or mobile apps developed in the native operating language of a hardware platform, figure prominently in the plans of many holiday shoppers. In a survey of 500 consumers conducted by Artisan Mobile, 80% of respondents strongly agreed or agreed that they are purchasing and browsing products on native apps more than ever before, and 77% intend to make purchases through a mobile and/or tablet app this holiday season.
Seventy-seven percent of respondents expect to make purchases through a mobile and/or tablet app this holiday season, while 88% plan to browse/research products using a mobile or tablet app. Sixty-six percent browsed or made purchases on a mobile or tablet app last holiday season, so there is a significant increase expected this year.
Respondents were asked how much of their holiday shopping this year will include browsing and purchasing on a mobile or tablet app:
- 27% plan to do between 20-39% of their holiday shopping via an app;
- 24% plan to do between 40-59% of their holiday shopping via an app; and
- 20% plan to do between 60-79% of their holiday shopping via an app.
Fifty-nine percent of respondents agree and 25% strongly agree that mobile or tablet apps are a critical way for them to get what they want quickly and easily. Further, 35% of survey participants said that they frequently or always make purchases by other means after browsing products on a mobile or tablet app, while half said they occasionally do, and only 13% said rarely.
Respondents were asked where they make a purchase after they browse a product on a brand’s mobile app but do not make the purchase through the mobile app:
- 68% use their computer to make the purchase;
- 55% go to the store to make the purchase; and
- 35% use their tablet to make the purchase.