What consumer app activity is on the rise?

Consumers are increasing their use of apps for a specific purpose that should make retailers happy.



According to a new survey of U.S. adults conducted by KRC Research for Verizon, 56% of consumers made a product purchase with a smartphone app in 2015. This figure includes 23% of smartphone owners who purchased a product with an app for the first time.



By age group, 70% of millennials age 18-34 made a product purchase using an app in 2015, an 85% increase from 2014. This led 66% of Gen Xers and 39% of Baby Boomers who did so.



The fastest-growing category in the survey was ordering a taxi or car ride, which increased 124% from the prior year. Overall, 22% of adults surveyed used an app to book a ride during 2015, compared to 10% in 2014.



The survey also found that, among adult smartphone users in the U.S., 26% used an app to book a restaurant in 2015, with 11% of them reserving a table with an app for the first time (72% increase).



Another 22% used an app to purchase an airline flight; with 8% making their maiden booking (54% increase).