Dive Brief:
- Mobile promises to be a big factor in holiday shopping this season, with 85% of consumers saying they “probably” or “definitely” will be using a mobile app for their holiday shopping, according to a YouAppi study.
- Marketers also plan on riding the mobile wave with 95% saying the holidays hold great mobile opportunities, such as the chance to engage with customers (54%), revenue-generating opportunities (50%) and the chance to give customer incentives (49%), noted YouAppi.
- Mobile apps can also expect to see some changes during the holidays, with 48% of marketers planning on developing holiday-related incentives, scaling their apps to support traffic (37%), providing new features (32%) and making other changes to their apps for the holidays. Only 14% plan to do nothing for the season.
Dive Insight:
While mobile could be a key way for marketers to reach out to holiday shoppers, YouAppi’s study also found several disconnects between what consumers want on mobile and what marketers are delivering.
For one thing, 60% of marketers said in-app purchases were the most effective mobile payment, while only 5% of customers agreed. According to YouAppi, customers prefer to pay with a credit card from an existing profile (35%), Paypal (30%), entering their credit card directly (28%) or Apple or Android Pay (9%). So although a majority of consumers are aware of mobile payment technology, it’s clearly not as desirable to them as marketers think.
