Millennials Embrace In-App Shopping

Buying products and services on a smartphone is becoming increasingly common. From swiftly ordering a Lyft or coffee to shopping for groceries or home goods, mobile devices have become both the wallet and shopping cart. However, which method of mobile shopping is preferred: purchasing in-app or through mobile web? Depending on who you as

Source: www.adcolony.com

Buying products and services on a smartphone is becoming increasingly common. From swiftly ordering a Lyft or coffee to shopping for groceries or home goods, mobile devices have become both the wallet and shopping cart. However, which method of mobile shopping is preferred: purchasing in-app or through mobile web? Depending on who you ask — particularly millennials — you might get a different answer.

In-App Versus Mobile Web
According to eMarketer, research shows that 49% of mobile buyers purchase through mobile web and 51% make purchases through in-app. While there are more mobile users buying through applications, the numbers do not significantly differ.

However, the demographics of mobile buyers offers a more interesting viewpoint on mobile purchases. Of those surveyed, 58% of millennials mentioned that they preferred purchasing through apps, while 60% of consumers over 45 prefer buying on mobile web. A more detailed breakdown of demographics is illustrated below.

Retail Purchases Through Mobile Web Expected to Grow
One study by Ipsos suggests that in-app retail purchases is expected to decrease and retail…[read the full article at www.adcolony.com]