U.S. Smartphone Users Are More Likely to Shop at Stores That Provide an App

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Digital leaders outperform on key market metrics - Across 1,321 large companies, "digital leaders" (enterprises with above average competency deploying apps, using data analytics, and operating APIs) are 21 percent more likely to outperform on key market metrics including gross revenue and customer satisfaction. The retail segment, while smaller, saw the same pattern of results.

Apigee recently announced that two-thirds of the 140 million U.S. adults with smartphones are more likely to shop at a store that provides a useful mobile app, according to a new report issued by the Apigee Institute. The report, titled, "The Mobile Mandate for Retail - Three criteria for making the most of mobile apps in retail," focuses on retail data garnered from a survey of 1,000 U.S. smartphone owners. The Apigee Institute is a research and strategy organization dedicated to helping Global 2000 companies extend their leadership in today's app economy. It developed the survey and report to shed light on how mobile apps are changing consumer shopping behavior and what these changes mean for retailers.

According to the research, more than eight in 10 smartphone owners say their phone or tablet has changed the way they shop, with 15 percent describing their experience as "completely changed." Taking into account expectations for the future, 90 percent of today's smartphone owners expect mobile to change their shopping behavior by 2015. The majority also expects grocery and department stores to have key services and functions available by app now, with expectations rising to two-thirds within the next two years.

"The rise of mobile isn't just changing e-commerce. Our research finds that customers not only want brick-and-mortar retailers to deliver key services via apps, they expect them to," said Bryan Kirschner, director of the Apigee Institute. "And not only that, digitally focused retailers are demonstrating better market results across the board. The message for twenty-first century retailers, whether online or physical, is clear: to succeed, they need to add apps to their strategy."


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