Customers are attracted by speed and simplicity of mobile applications
In the survey, we asked users why they chose to download mobile app. Multiple choices were allowed. What does the results show?
- Customers expect easier and more convenient purchase from a mobile app (43%).
- For 33% of customers, a positive relationship with the retailer or brand is more important.
- 23% of users download an app out of curiosity.
- Discount on first purchase and data saving is motivating for 6% of m-shop users.
Under Armour is very attractive for customers. It's worked well for our application U-A.cz. 6 out of 10 users downloaded app just out of the love for the American sports brand.
Mobile app not just for current customers
Applications are used in 67% of cases by customers, who have purchased in the store before. A third of all app users (33%) have no previous experience with purchase in the store. In this case, m-shop fulfilled its role as an acquisition tool and brought new customers to the online store.
4x more users in the app thanks to push notification
In the survey, we also focused on customer’ s reaction to flash messages known as push notifications. The evaluation showed the average open rate to be from 10 to 11 %. Notification are opened by the users mostly within an hour of receipt. Notifications attained a fourfold increase in the number of users of m-shop on the day of sending.
Methodology: Survey was conducted by using an online questionnaire sent via push notifications to 6000 users of two Czech and one Slovak m-shop (Metalshop.cz, U-A.cz and AQT.sk). 559 of the recipients took the survey.