A recent survey commissioned by Synchrony Financial and noted in a recent article in Mobile Marketer highlights consumers’ willingness to download retailer mobile apps and finds that smartphone owners are downloading an average of 4 retailer mobile apps to their phones, double the average from the previous year. And, according to that study, 67% of smartphone owners have downloaded a retailer’s mobile app, a figure that rose slightly from the previous year.
“Synchrony recommends that retailers create mobile apps to bring together user experience opportunities that are consistent among marketing channels, and to engage customers with personalized offers and discounts that promote brand loyalty. The company also recommends that apps have easy payment solutions that are seamless and secure.”
Downloading an app is one thing and using it is another, especially when you compare the frequency of use. Creating a positive user experience by offering personalized messages and offers to engage customers creates loyalty. Mercator Advisory Group’s latest 2018 Payments survey finds that, indeed, more consumers use retailer mobile apps (34% of smartphone owners, up from 32% in 2017) than universal payment apps such as Apple Pay and Samsung Pay (23% in 2018 compared to 24% in 2017). In fact, 30% of retailer mobile app users reported using it 10 or more times in the past month. Retailer mobile apps do encourage greater use with loyalty programs and offers with reminders for redeeming them.
Overview by Karen Augustine, Manager, Primary Data Services at Mercator Advisory Group
