White Paper
October 5, 2017, 5:08 PM EDT
Retail Apps: Why Consumers Download, Use, and Delete
Author
Synchrony
Abstract:
63% of the U.S. population over the age of 15 have downloaded a retail app.† The average adult has two retail apps on their phone at any given time.
Table of Contents
1. Why people download apps
2. Most important app features
3. Why apps get deleted
Coming in as a close second reason for deletion was simply the fact that the app didn’t provide enough value. Thirty-four percent of consumers said they deleted an app because they didn’t see the value in keeping it. This is a warning sign! Even if much time and effort is expended to develop an app, and ensure it runs great, if there are not enough perks or benefits, it just won’t matter—it will get deleted.
In our hypercompetitive world of digital engagement, it’s important to prioritize digital programs. One of the strategies to explore is engaging with customers through a mobile app. But brands should be aware of the delighters and pain points for app usage. It can be a great way to engage—but it can also be a lot of work for a minimal amount of gain if not done correctly.