Shoppers Seeking Quality Mobile Apps

by | 3 minute read

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.