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Direct Response Marketing

Shopping Apps Replacing Catalogs? Maybe

30 Jan, 2013 By: Doug McPherson


SAN JOSE, Calif. – About 40 percent of smartphone and tablet shoppers said using a shopping app made them feel more connected to, and favorable about, the brand, says a new study from Adobe and Harris Interactive.

Not only that – 20 percent said they use shopping apps to learn more about brands.

The findings suggest smartphone and tablet users are using mobile apps like they would a retail catalog. Consumers may not know what a brand sells, and instead of visiting that brand’s website or a nearby store, they download the brand’s mobile app to peruse its products or offerings.

The study said consumers are learning about apps from app stores (42 percent), but 37 percent also said they found out about them from friends. Apps are also discovered by consumers perusing websites and Facebook.

More stats: Three in 10 U.S. mobile app users told Harris Interactive in an earlier study they wanted retailers to offer mobile apps to save them time when looking for items. About 25 percent wanted mobile apps to ensure they weren’t missing out on store deals and offers. And one in five respondents said not having a mobile app could make a retailer appear old-fashioned. Seven percent said not offering a mobile app could hurt their loyalty to that retailer. The same percentage said it could mean the retailer doesn’t respect its customers.


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