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Holiday shoppers use native apps

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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.
© 2014