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BizReport : Mobile Marketing : August 24, 2012

Retailers without mobile apps judged old-fashioned

A survey of U.S. mobile users by API technology provider Apigee reveals retailers that don't provide a mobile app not only appear old-fashioned but cause consumers to worry they will waste time and money visiting the store.

by Helen Leggatt

apigee logo.jpgWhat is it about mobile shopping that turns mobile users on? According to new research from Apigee it's not just the on-the-go aspect of mobile use but the ability to do a bit of sneaky shopping at work or without a spouse knowing.

Mobile purchasing is also great for those items that are a bit embarrassing to purchase from a work computer.

Apigee surveyed 2,200 U.S. mobile users of which 82% of mobile app users said the benefits of mobile shopping are:

- On-the-go browsing for deals - 50%
- In-store price comparisons - 48%
- Store location - 40%
- Redeem electronic coupons - 38%
- Shop without a spouse/partner knowing - 25%
- Buy embarrassing items without using a work computer - 14%
- Sneaking in a bit of shopping while at work - 12%.

Retailers that don't provide a mobile app risk alienating consumers. In fact, 7% said that if a retailer didn't provide an app they were deemed not to respect their customers. The main consumer concerns are that a lack of app will cost them time and money:

- 30% were concerned they would have a wasted trip to a store
- 25% were concerned they would lose out on the best deals and store offers
- 19% think retailers without apps are old-fashioned
- 17% worry they will lose time
- 12% worry they will lose money
- 7% say it would damage their loyalty to a store if it had no mobile app.

Over half (54%) said there "could be consequences" for a retailer that doesn't provide a mobile app, with Millennials most likely to feel aggrieved.

Tags: loyalty, mcommerce, mobile app, mobile shopping, retail

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