Consumers Are Spending More Time in Fewer Shopping Apps

A new report has revealed South Koreans are among the most enthusiastic users of online shopping apps with the average person devoting 90 minutes every month to their use

U.S. consumers are spending approximately 50 minutes in shopping apps each month, adding up to 10 hours a year, according to a report from App Annie as cited by TechCrunch.

USA consumers spend far more time in the top five e-commerce-retailer apps than they do in the top five apps from brick-and-mortar retailers-14.2 billion minutes compared to 2.5 billion minutes so far this year. According to the study, USA consumers only use two to four shopping apps per month. In the USA, total sessions in the top five digital-first apps increased about 60% in the first half, while total sessions in brick-and-mortar apps grew by about 50%. While it now sits at the number-four spot, AliExpress experienced huge year-on-year growth, with downloads up 80 per cent and MAUs up 25 per cent.

During this holiday season, App Annie expects those digital-first apps to be particularly busy, estimating that more than 12 million hours overall will be spent by U.S. mobile users in the top five digital-first Android apps on Black Friday and Cyber Monday.

"The Asia-Pacific region will lead the growth of the mobile app industry, with the total length of time spend on mobile apps in the world reaching 3.5 trillion hours by 2021". Apps from digital-first retailers like Amazon and Etsy saw their number of active monthly sessions grow 25% year-over-year (YoY) in H1 2017, while apps from brick-and-mortar retailers only saw 15% YoY growth.

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Time spent in apps from the top brick-and-mortar retailers-Walmart, Target, Kohls, Home Depot, and Kroger-grew 29 percent in the same period.

As noted, digital-first apps ranked ahead of the apps of physical store operators in monthly session during the first half of the year. App Annie also found that consumers often use brick-and-mortar apps while in stores, so retailers should work to make the experience worth their while by integrating their apps into the shopping experience with exclusive deals and other utilities.

The report published by mobile application analytics service App Annie on Thursday showed South Koreans spend 90 minutes on mobile shopping apps on average, the longest length of time spent among the countries mentioned.

It's probably time for those retailers with physical stores to recognize that that just having a mobile app and persuading consumers to download and browse on it once in a while isn't the ultimate goal.

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