Shoppers Seeking Quality Mobile Apps

Analysts have been predicting a mobile shopping boom as more consumers spend time with their smartphones and tablets. Contact Solutions, in its Mobile Shopper Cliffhanger report, points out that consumers have high expectations for the online shopping experience. They’re increasingly relying on mobile apps to deliver the convenience and deals they’re looking for.

Mobile shoppers break out as 52% female and 48% male. By age group, the mobile shopping population looks like this:


  • 18–29 24%
  • 30–44 30%
  • 45–60 27%
  • 60+ 19%

Mobile shoppers are also a well-​educated population with 32% having a college degree and 27% have a graduate degree.

About 50% of online shoppers are doing ½ of their online shopping with online-​only retailers. That means these retailers are connecting with their clients only in the online world. In addition, 30% of these consumers say they shop as much on mobile as they do on a traditional computer.

To make their experience easier, these consumers frequently turn to mobile apps. These consumers tell researchers they like to use mobile apps but about 55% express frustration with these apps. At least 20% of the time they are encountering difficulties.

Researchers have found that mobile apps should deliver the following:

  • Mimic what consumers encounter online
  • Ease of use
  • Speed
  • Personalized offers
  • Customer care on demand

Mobile shoppers can be fickle and 71% will abandon the cart when they encounter difficulties. On the other hand, 92% say they’ll accept customer care if it is offered in the app. At least 77% of customers who encounter a great mobile shopping experience will return to the app.

Failing to provide this experience to shoppers can be costly for marketers. 95% of mobile shoppers who encounter trouble will complain to other people.

They’ll report their problems to friends and family members (70%). And then, they’ll share their complaints with everyone else by posting a negative review on the company website or mobile app (43%). The trouble doesn’t stop there either. Over 1 in 5 will also post to their personal social network or third-​party sites.

AudienceSCAN research shows over 20% of iOS App users have incomes exceeding $100,000. These consumers over-​index in their intent to pay for childcare expenses, tuition and lessons for a hobby or sports. This detail suggests many app users are in their busy child-​rearing years and need tools like apps to help them shop efficiently. Not surprisingly, mobile advertising and text messaging are good formats to use when connecting with this audience. Over half of these audience members report having taken action in the last 12 months as a result of seeing these types of ads. This rate is 30% higher than average.

AudienceSCAN data is available as part of a subscription to AdMall for Agencies. Media companies can access AudienceSCAN data through the Audience Intelligence Reports in AdMall.

Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.