Shopping app use grows 30%

September 8, 2021 by
Sanne Leenders

Mobile shopping has persisted despite the initial global reopening of stores. This is a promising sign that these growth trends are here to stay. Analyses reveal a 30.1% increase in purchase rates from January 2021 to May 2021 (growing from 15.3% 19.9%). Purchase sizes also spiked, with baskets hitting a high $88 in June 2021. In January 2021 this number was $74. Ultimately, this is a 15.8% increase.

Consumers flocked to mobile retail amid COVID-19 restrictions. Boosting a years-long trend of increased adoption in the sector. Globally, mobile users spent 49% more time on these apps since January 2020. Reaching nearly 18 million hours spent weekly in April 2021. Regionally, APAC experienced the most significant growth in time spent (54%), followed by the Americas (40%) and Europe and the Middle East (EMEA) (38%).

Android outperformed iOS

There was also an Android’s outperformance of iOS in key marketing metrics. In the ongoing “platform wars,” Android shows great promise. Especially in retail. Android users were highly-engaged with shopping apps. Spending a collective 2 billion hours a week on these apps as of May 2021, a 51% increase year-over-year.

Android’s $2.13 cost-per-install (CPI) was 55% less expensive than the $3.85 of iOS. Meanwhile simultaneously offering a greater install-to-action rate: 16.5%, compared to the 11.3% of iOS.

A strong and continuous trend

This era that will be defined by mass adoption of new technologies. And retail apps are reaping the benefit. Over the last five years there has been a strong and continuous trend of consumers racing to these platforms and forming new shopping habits. Continued interest in mobile shopping - even amid physical reopening - suggests that this is not an ephemeral trend but a new normal that will outlast these COVID times.

Retailers have heavily relied on mobile commerce over the past year to make up for the decrease in in-person purchases. Even as the pandemic restrictions are lifted and stores open to in-person shopping, reports predict that mobile commerce will continue to rise and present a key element for retailers to capitalise on.

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