Martech: Martech is Marketing Logo
  • Topics
    Transformation
    Operations
    Data
    Experience
    Performance
    Management
    Special Reports
    All Topics
  • Conference
  • Webinars
  • Intelligence Reports
  • White Papers
  • What is MarTech
    Mission
    Team
    Newsletter
    Search Engine Land
    Third Door Media

Processing...Please wait.

MarTech » Data » App users visit brick and mortar 41% more often than non-users

App users visit brick and mortar 41% more often than non-users

Customers like apps once they start using them but awareness remains very low.

Constantine von Hoffman on March 8, 2022 at 2:49 pm

What does a customer using your app get you?

About 41% more visits per year, compared to those who don’t. 

That’s according to a new study from mobile marketing platform InMobi which examined actual consumer behavior to determine the value of apps for the retail, CPG and QSR categories. To determine this researchers examined aggregate app behavior and first-party data, app SDK data and survey data.

Here’s a breakdown by category of how much more often app users visited physical stores.

  • Retail: 37%
  • Big-box general merchandise: 24%
  • Grocery: 25%
  • Pharmacy: 27%
  • QSR: 28%

Consumers are generally very satisfied with them once they start using them. Users generally cited convenience as the most important reason for use. Women and people 55+ said this significantly more than the general population. For example in retail 36% of users overall cited convenience, compared to 43% of women, 60% of people 55+.

Getting people to use the apps. Still, it’s not easy getting people to use apps. For one thing, many still don’t know about them. Big box stores have the most awareness, but even there the numbers aren’t great. Only 29% of sector leader Home Depot’s customers knew about the company’s app.

The best solution to this is getting your customers to tell their friends, as that’s the top reason cited for both finding out about and using them. Until someone figures out a reliable way to make that happen it’s probably best to go with reason No. 2: Mobile advertising.

The report recommends this advertising pre-emptively address customer concerns. “The top reason consumers don’t have these brand direct apps is because they prefer making purchases in person, so it may be a good idea to show how the app supports or improves the brick-and-mortar experience.”


Get the daily newsletter digital marketers rely on.

Processing...Please wait.

See terms.


Why we care: By improving customer experience, apps further cement customer loyalty and increase the amount spent per visit. Additionally, they are a great source of information about customers, which is more important than ever with the end of third-party cookies and do-not-track initiatives on the rise.


New on MarTech

    A winding path to marketing and analytics
    Contentstack debuts no-code Automation Hub
    Why we care about advertising: A marketer’s guide
    Instacart launches shoppable ads
    The rise of omnichannel content platforms

About The Author

Constantine von Hoffman
Constantine von Hoffman is managing editor of MarTech. A veteran journalist, Con has covered business, finance, marketing and tech for CBSNews.com, Brandweek, CMO, and Inc. He has been city editor of the Boston Herald, news producer at NPR, and has written for Harvard Business Review, Boston Magazine, Sierra, and many other publications. He has also been a professional stand-up comedian, given talks at anime and gaming conventions on everything from My Neighbor Totoro to the history of dice and boardgames, and is author of the magical realist novel John Henry the Revelator. He lives in Boston with his wife, Jennifer, and either too many or too few dogs.

Related Topics

DataLoyalty MarketingMobile Marketing

Get the daily newsletter digital marketers rely on.

Processing...Please wait.

See terms.

ATTEND OUR EVENTS The MarTech Conference logo.

June 7, 2022: Master Classes

September 28-29, 2022: Fall

Start Discovering Now: Spring

Learn More About Our MarTech Events

The SMX Conference logo.

June 14-15, 2022: SMX Advanced (virtual)

November 14-15, 2022: SMX Next (virtual)

March 8-9, 2022: Master Classes (virtual)

Learn More About Our SMX Events
Webinars

Benchmark Your Social Media Performance For a Competitive Edge

Take a Crawl, Walk, Run Approach to Multi-Channel ABM

Content Comes First: Transform Your Operations With DAM

See More Webinars
Intelligence Reports

Enterprise SEO Platforms: A Marketer’s Guide

Enterprise Identity Resolution Platforms

Email Marketing Platforms: A Marketer’s Guide

Enterprise Sales Enablement Platforms: A Marketer’s Guide

Enterprise Digital Experience Platforms: A Marketer’s Guide

Enterprise Call Analytics Platforms: A Marketer’s Guide

See More Intelligence Reports
White Papers

How to use AI to make your PR more human

The State of Influencer Pricing

How to Measure Influencer Performance

Reputation Management For Healthcare Organizations

Unlock the App Marketing Potential of QR Codes

See More Whitepapers

Receive daily marketing news & analysis.

Processing...Please wait.

Topics

  • Transformation
  • Operations
  • Data
  • Experience
  • Performance
  • Management
  • All Topics
  • Home

Our Events

  • MarTech
  • Search Marketing Expo - SMX

About

  • What is MarTech
  • Contact
  • Privacy
  • Marketing Opportunities
  • Staff

Follow Us

  • Facebook
  • Twitter
  • LinkedIn
  • Newsletters
  • RSS

© 2022 Third Door Media, Inc. All rights reserved.