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BizReport : Mobile Marketing : December 18, 2014


Experts: App usage will change in 2015

Most people think of mobile in terms of SMS messaging or even mobile browsers, but some data suggests 2015 will become the year mobile turns to 'app first', especially on the retail front. Retail apps have been gaining popularity throughout 2014, one report shows most (73%) of shoppers are 'likely to shop' with retailers offering mobile apps.

by Kristina Knight

"Today, 17% of smartphone owners report shopping at a new store because of their mobile app, looking ahead--given how positively people feel toward their phones apps--we believe that number will grow. Second, we believe that you'll see a growth in advanced apps with both IoT capabilities (tracking customers around the store, and serving specific information based on location) and adaptive design (learning from the user and serving data based on context)," said Bryan Kirschner, Director of the Apigee Institute.

The problem is that app satisfaction differs from brand to brand with big brands like Amazon and Google getting the most downloads and seeing the most satisfaction while smaller brands, especially those in retail, lag behind both in adoption and satisfaction.

"Some companies now are pulling away from the pack by organizing, delivering, and creating information based on the person's context. As they do this, consumers are finding apps are capable of molding to their personal context exciting, novel and interesting: 63% of smartphone owners say they find adaptive apps more exciting than their standard counterparts. Just as the excitement of the digital shopping experience has given way to a necessity for digital connection, adaptive apps will soon become the standard in functionality," said Pablo Kenney, Research Analyst, Apigee Institute.

Once retailers begin offering in-store location mapping for shoppers' lists, say the experts, mobile - and ecommerce - will reset.

"We believe that in 2015, the app-first movement for retailers will grow in two directions. First, the data suggests that we will see retailers who have invested in a strong mobile strategy continue to take customers from laggards. Almost three out of four smartphone owners (73%) state they are more likely to shop at a store offering key functions via an app. Today, 17% of smartphone owners report shopping at a new store because of their mobile app, looking ahead--given how positively people feel toward their phones apps--we believe that number will grow. Second, we believe that you'll see a growth in advanced apps with both IoT capabilities (tracking customers around the store, and serving specific information based on location) and adaptive design (learning from the user and serving data based on context)," said Kirschner.






Image via Shutterstock

Tags: Apigee Institute, app trends, appvertising, mobile app usage, mobile marketing








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