Dive Brief:
- According to a survey from Forbes and Standford of more than 1,600 millennial consumers, almost half (47%) have downloaded a mobile shopping app to their smartphone.
- Amazon, Etsy, Forever21, and Wanelo were the most popular native app downloads among survey respondents.
- More than half (54%) of the millennials who downloaded a native app did so because it offers a better experience than the company’s mobile site.
Dive Insight:
With sales executed on mobile devices expected to nearly double to $280 billion worldwide in 2015, native shopping apps are emerging as a way for retailers to get a leg up with shoppers—and especially those in all-important millennial age group.
A recent survey of 1,600 millennials aged 13-30 on mobile app usage shows that (as with other age groups) multibrand retailers such as Amazon, Etsy, and Wanelo are leading adoption of native apps. Millennials also favored apps from Forever 21, Starbucks, JackThreads, and Modcloth.
While the prevailing wisdom is that native apps improve upon the mobile web by delivering a more personalized shopping experience, 54% of the respondents cited imporved ease-of-use as the reason they downloaded a mobile shopping app. Discounts/lower prices came in second, with 27%.
