by Adobe Digital Publishing Suite Team
Results released from consumer survey of mobile purchasing behavior
In recent months, retail catalogers have increasingly expressed interest in producing apps that drive revenue and consumer engagement on tablet and mobile device. Today, we’re releasing the results of a new study that examines the purchasing and usage behaviors of consumers on mobile devices.
The 2013 Digital Publishing Report: Retail Apps & Buying Habits, Adobe’s U.S based survey of 1,003 consumers who use a smartphone and/or tablet, highlights data points about consumer preferences for shopping and catalog apps. New insights from the study show that retailers must adapt to meet the rising expectations for specialized mobile shopping experiences, and that the usage of mobile apps by consumers is on the rise.
In the survey results, respondents indicated that tablet users (55%) are almost twice as likely as smartphone users (28%) to purchase products and services from their devices. Across both mobile platforms, the use of retail apps will increase by approximately 15% in 2013 – more than half of all mobile shoppers are likely to make a purchase using a shopping app in the next year (56% of smartphone shoppers and 60% of tablet shoppers).
The findings also reveal that retail and catalog apps are rapidly catching up to mobile browsers as a viable shopping channel: nearly half of all mobile shoppers are interested in using apps instead of a mobile browser (45% of tablet shoppers and 49% of smartphone shoppers). Smartphone shoppers cite the slow speed of browsers and the ease of navigation on apps as reasons for their interest in using apps and digital catalogs. Of people who don’t currently shop on mobile devices, one in four intends to use mobile apps to shop in 2013.
Industry leaders like ASOS and Sotheby’s are among those who have used Digital Publishing Suite to engage customers and clients with tablet and smartphone apps – and for good reason. With increased opportunities for brand interaction and engagement, it’s no surprise that 38% of tablet shoppers and 42% of smartphone shoppers responded that app interactions strengthened their connection to the brand.
Finally, the survey results show that purchasing behavior is most influenced by a recommendation from a trusted friend, 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.
Learn more about retail apps and buying habits, and see how publishers are using Adobe Digital Publishing Suite to engage mobile consumers: