Report: What Makes Aussies Click When Using Retail & Shopping Apps

Report: What Makes Aussies Click When Using Retail & Shopping Apps
SHARE
THIS


What best describes you?

Commerce marketing firm Criteo has unveiled its latest App Commerce Goes Big in APAC report. The Criteo commissioned study, conducted by Retail Week Connect, highlights the use of retail shopping apps across Australia.

The survey analysed shoppers attitudes and behaviours towards retail and shopping apps. The findings revealed the most important reason for Australians to install and use a retail and shopping app is convenience. The vast majority (88 per cent) of respondents make a purchase via a retail and shopping app at least once a month. 

The study uncovered the roadblocks stopping shoppers from revisiting apps, showing that 30 per cent of Australians will delete or stop using a retail app, mainly because it’s too complicated and not easy enough to use. Over half of Australians who have had a negative retail and shopping app experience will also change their opinion of the retailer as a result.

However, it’s not all doom and gloom; the research revealed the effect of a good experience is stronger than that of a bad experience, underlining the value of investing in the shopping experience and ensuring that an app meets expectations from day one. 

The study also showed that an impressive 61 per cent of Australians find it more enjoyable to shop using a retail and shopping app than buying via a mobile website.

Smartphone reigns supreme 

The research shows that mobile commerce has reached a turning point and is surpassing desktop purchasing as retailers continue to evolve their mobile shopping platforms, and shoppers look for on the go action. In Australia, 95.2 per cent of consumers use their smartphone to browse the internet. Retailers must employ both strong app and mobile web presences together with mobile targeting strategies to engage with shoppers wherever and whenever they browse and purchase in order to keep up with competitors. 

Security concerns

The security of personal and financial data is still a prominent issue for many when using apps with 25 per cent of Australians citing this as their main concern. 

Surprisingly 22 per cent of Aussie shoppers said the lack of cash on delivery payment options had stopped them from following through on a purchase. The payment on delivery issue was a bigger problem for Australian shoppers to compared to all other APAC respondents.  

Apps should be optimised for smartphones 

While shopping habits through apps on smartphones and tablets are similar, tablet usage is significantly lower in APAC. More developed markets such as Australia are witnessing a stronger transition to shopping on smartphones, having originally conducted ecommerce through PCs and laptops. This suggests that retail apps must be developed with the needs of smartphone users first and foremost.  

Electronics are the most popular category for shopping via apps

Australia has a well-established ecommerce market where shoppers are used to turning to the internet to find the best deals. As a result, many categories proved to be popular but electronics took out the top spot with 51% of respondents shopping for them via retail apps. Fashion and luxury followed closely behind with 46%.

Commenting on the study, Pressy Sankaran, commercial director of Criteo ANZ, said, “As retailers gear up for the busy seasonal period, it’s important to examine how their digital experience is engaging and influencing potential shoppers now.” 

“We know through our extensive data and insights into shopping behaviours, that a strong digital presence can be key to growing sales, but it’s not a process that can be rushed. The data suggests that many retailers rush apps to market to tick a box, but fail to develop a platform that meets shoppers’ needs in the process, ultimately creating a negative experience. Time to test must be invested.” 

“It’s comes as no surprise that shoppers turn to shopping apps for convenience; we have these devices on us 24 hours a day. A mobile first world means businesses must embrace and leverage the opportunities of this continuously evolving marketplace if they are to thrive.” 

“What’s also really interesting is that Australians are incredibly responsive to ads that appear in apps. The data suggests that brands are realising the value of using technology that allows them to track and put user data into action at every point of the purchasing journey.”

Please login with linkedin to comment

Latest News

The Advertising ID Consortium Welcomes New Platform Partners
  • Advertising

The Advertising ID Consortium Welcomes New Platform Partners

The Advertising ID Consortium – the open identity solution for the digital advertising ecosystem – has announced new platform partners. Since the Consortium’s announcement in May 2017, the founding members have established a governance framework and product specification that includes an open and standardised cookie and accessible people-based identifiers, delivered in a secure, privacy conscious […]

Marketing Melodies Partners With Spotify-Backed Soundtrack Your Brand
  • Marketing

Marketing Melodies Partners With Spotify-Backed Soundtrack Your Brand

Australian in-store music provider Marketing Melodies has announced an exclusive reseller agreement with Spotify-backed Soundtrack Your Brand for the Australia and New Zealand markets. Founded in Sweden in 2013, Soundtrack Your Brand was developed to kill bad background music. Its flagship solution, Soundtrack Business, is a music streaming platform licensed for commercial and public spaces. The […]

Social Garden Becomes First Bronze Snapchat Certified Partner In Australia
  • Advertising
  • Marketing

Social Garden Becomes First Bronze Snapchat Certified Partner In Australia

Customer acquisition firm Social Garden has become the first business in Australia to achieve Bronze status on Snapchat. Among the new benefits Social Garden will receive as a result of its Bronze status is access to beta versions of Snapchat data tools, such as the Snapchat Conversion Pixel, as well as being among the first […]

Hypetap Appoints Nuffnang’s Chris Morfis As GM
  • Marketing

Hypetap Appoints Nuffnang’s Chris Morfis As GM

Influencer marketing player Hypetap has made its second senior hire in less than a month, appointing Chris Morfis as the company’s general manager. Joining from influencer marketing provider Nuffnang Australia, Morfis will guide Hypetap’s growing team, providing strategic direction to accelerate the company’s growth, as well as leading operations and managing relationships with key partners. Morfis’ appointment will […]

On Air sign in a studio broadcasting via radio, podcast or wireless transmission.
  • Media

ARN Announces Departure Of Content Director & Radio Veteran

Australian Radio Network (ARN) has announced that Charlie Fox, content Director for WSFM and The Edge, and WSFM morning announcer Ron E Sparks, have departed. Fox has been with ARN since 2005, and Sparks joined WSFM in 2002. ARN national content director Duncan Campbell said the departure of Fox and Sparks are part of the […]

OMD Announces New MD For Melbourne
  • Media

OMD Announces New MD For Melbourne

OMD unveils new Melbourne MD, and it certainly wasn't among any of B&T's picks. Not that we were picking, mind you.

Sydney Festival Chooses Brightcove To Enhance Online Video Content
  • Media

Sydney Festival Chooses Brightcove To Enhance Online Video Content

Video cloud service Brightcove has announced that Sydney Festival has selected the platform to improve its user experience through online video content. Brightcove will do so by removing third-party branding and pre-roll ads, as well as adding autoplay functionality, ahead of the event in January. Leveraging the Brightcove video platform to host and publish video […]

Does Your Christmas Marketing Suck?
  • Opinion

Does Your Christmas Marketing Suck?

Remember the old Palmolive soap ad that asked, "Don't wait to be told"? This is sort of similar, albeit sans any suds.

Opinion

by Peter Harris

Peter Harris
Queensland Anti-Porn Crusaders Cop Ad Ban
  • Campaigns

Queensland Anti-Porn Crusaders Cop Ad Ban

We have a strident anti-pornography policy at B&T. Earphones must be worn at all times and strictly no little people.

by B&T Magazine

B&T Magazine
Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful
  • Advertising
  • Campaigns
  • Marketing

Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful

Health and wellbeing company Nature’s Way is celebrating the achievements of kids in a series of relatable and entertaining online videos that tug at the heart strings of parents. Instead of using actors to tell the brand story of Nature’s Way’s Kids Smart supplement range, Storyful has helped Wavemaker to license user-generated content clips of […]

DEC PR Wins Hisense Account
  • Marketing

DEC PR Wins Hisense Account

Electronics and whitegoods specialist Hisense has announced it has appointed DEC PR to lead its strategic communications remit in the local market, following a competitive tender process. DEC PR will work to support its brand building activities and managing corporate communications. The agency’s work will integrate closely with Hisense’s other marketing partners. Andre Iannuzzi, marketing […]