New global consumer survey finds nearly two-thirds will use retailers’ mobile apps to combine digital and physical shopping experiences this holiday season


Business Wire India

To shed light on changing consumer behaviors and preferences for the crucial holiday shopping season, mobile app experience company Airship has partnered with Sapio Research to survey more than 9,000 consumers in three regions and seven countries, including the United States, United Kingdom, France, Germany, Australia, Singapore and India.

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The generational gap for online-only shoppers is not significant, but differences are emerging with those who say all holiday purchases will be in-store. (Graphic: Business Wire)

Globally, 48% of people expect to make three-quarters or more of their vacation purchases online, and an almost equal percentage (47%) say three-quarters or more of their purchases online will be done using smartphones rather than desktop computers. Among those polled saying that 100% of their holiday shopping will be done online, the UK leads the way with 20%, followed by India (18%) and the US (16%). The generational gap for this online-only audience is not large, although differences emerge when looking at those who say 100% of their purchases will be made in-store (see Chart 1 for more details).

When asked about eight different activities one could do with their smartphone when shopping in stores, more than half of those polled in all countries surveyed said they would be likely to do so. Germany was the only exception for a single activity “Scan QR codes or smart shelf labels for more information, special incentives or to join a loyalty / text club” – where only 42% said they were ‘they would be likely to do so. On a related note, Germans are just as likely to open the retailer’s app as their website when shopping in-store. Singapore and India over-index all of these digital in-store activities (see Chart 2 for more data).

Generally, millennials are likely to perform all of these digital activities in the store (see Chart 3 for more data).

For most countries and generations, the likelihood of using a retailer’s app while shopping in-store is only a few percentage points lower than visiting the retailer’s website, even though people must first download them from the App Store or Google Play. Indeed, 81% of Millennials have used retail apps more or about the same since the start of the pandemic, followed by 77% of Gen X, 74% of Gen Z and 66% of Baby Boomers. .

“Consumers are clearly developing a preference for mobile apps as the primary destination to save them time and streamline their shopping experiences, from in-store orientation to click-and-collect and curbside pickup,” said said Brett Caine, CEO and President of Airship. “For retailers, apps provide better opportunities to truly understand their customers and build stronger direct relationships, as it’s much easier to link their digital and physical activities and engage them throughout their journey with the Mark. “

The survey was conducted by Sapio Research on behalf of Airship in September 2021. Respondents included 9,143 consumers from seven countries who were asked a number of questions about their plans for online and physical purchases during the course. of the holiday season 2021.

About airship

No one knows, does or cares about helping brands master mobile app experiences any more than Airship. From the start of the applications, we fed the first sales messages, then extended our data-driven approach to all re-engagement channels (mobile wallet, SMS, email), user experience experimentation, proactive conversations in the app and now to rich apps. experiences that business users can create and adapt on their own, with no ongoing developer support or app updates required.

From the trillions of mobile app interactions we’ve powered for thousands of global brands, we’ve been there, and we’ve done it, lending our solutions and expertise to help apps become the pinnacle of elegant customer experiences and winning brand loyalty strategies.

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