Increased consumer interest in shopping apps means retailers must adapt to meet rising expectations for specialized mobile shopping experiences, according to research released by Adobe Systems Incorporated. In the recent study, titled: 2013 Digital Publishing Report: Retail Apps & Buying Habits, Adobe reveals insights on consumers’ views toward using retail apps and browsers for mobile shopping.
Findings show that nearly half of mobile shoppers surveyed are interested in using retail and catalog apps for purchases instead of a mobile browser, while more than half likely will make a purchase using an app during 2013.
Both tablet and smartphone users most value the money-saving offers provided by apps versus mobile browsers. But tablet users also want interactive images and slideshows that aid in understanding product offerings in a virtual environment. Conversely, smartphone shoppers prefer apps for locating physical stores and using geo-based offers. These differences demonstrate the distinct roles retail apps and catalogs play for different devices, according to the report, such as the desire to obtain comprehensive product information on tablets and the considerable potential for smartphone apps to drive in-store purchases.
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“Our research shows retail apps and catalogs serve different purposes on tablets and smartphones, providing value to the consumer depending on the device they’re using,” stated Terry Fortescue, Director of Product Marketing, Digital Publishing, Adobe. With digital publishing capabilities, “companies … are producing tablet and smartphone catalog apps to engage customers with their brands and bring their content to life as shoppers become increasingly mobile.”
Findings also indicated that retail apps and catalogs help increase brand affinity by providing a platform for retailers to develop deeper connections with customers. In addition, data showed that trusted friends have the most influence over mobile purchasing decisions, which “creates the need for social sharing features in retail apps and catalogs ― such as sharing products, reviews and news ― to be effective in driving purchases and app downloads,” according to the report.
The study was produced by Edelman Berland, a market research firm, and conducted online among a nationally representative sample of 1,003 American adults who own a smartphone and/or tablet.
The complete report may be accessed by clicking here.
