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

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

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

Criteo Shopper Marketing

Latest News

Archibald Williams Wins NBA Digital, Activation & Fan Engagement Accounts For APAC
  • Media

Archibald Williams Wins NBA Digital, Activation & Fan Engagement Accounts For APAC

Independent brand and digital agency, Archibald Williams (AW) has been appointed to lead the NBA account across the APAC region. The NBA is one of the most prestigious sporting leagues in the world and basketball is one of the fastest-growing sports in Australia. Effective immediately, AW said it was “excited” to work across all digital, […]

QMS Champions Creativity As First Most Contagious APAC 2023 Sponsor
  • Advertising

QMS Champions Creativity As First Most Contagious APAC 2023 Sponsor

Leading digital outdoor company QMS has announced it is the first-ever inaugural partner for Most Contagious APAC, the landmark London event by creative and strategic intelligence company Contagious, which will be showcased in Australia on Tuesday, 12 December in Sydney and Wednesday, 13 December in Melbourne. Most Contagious is an event that delivers key advertising […]

OMG’s Annalect First To Get Meta’s Advanced Analytics
  • Technology

OMG’s Annalect First To Get Meta’s Advanced Analytics

Omnicom’s data and analytics division Annalect has partnered with Meta, giving it access to Advanced Analytics (AA) – one of Meta’s privacy-focused measurement solutions – to provide Omnicom’s clients with future-proof, next-level measurement. Omnicom is the first holding company to have access to AA. AA allows advertisers to combine their first-party data with Meta’s ads […]

AKQA Launches Eco-Conscious AI DIY Assistant Encouraging People To Gift More Sustainably
  • Technology

AKQA Launches Eco-Conscious AI DIY Assistant Encouraging People To Gift More Sustainably

WPP’s AKQA has launched Fixmas.gift, an environmentally conscious AI-powered DIY assistant, affectionately known as Fixie, for a one-stop solution for all things repair. Fixmas.gift hosts an array of guides and inspiration to empower people to prolong the lives of their belongings or purchase pre-owned items that need a little love and care. Fixie can: Help […]

Marc Collister: AI & Automation Set To Revolutionise Creativity In 2024
  • Opinion

Marc Collister: AI & Automation Set To Revolutionise Creativity In 2024

Marc Collister (pictured) of P2 Content Creators spills the beans on his 2024 predictions drawing from two decades of experience in the advertising, film and television industry. I’m certain it will come as no surprise that in 2024, we can expect our industry to move at breakneck speed again. With even more rapid shifts in […]

Opinion

by B&T Magazine

B&T Magazine
Zeno Group Australia Bolsters Client Offerings With An Expanded Creative Services Portfolio & New Senior Leader
  • Marketing

Zeno Group Australia Bolsters Client Offerings With An Expanded Creative Services Portfolio & New Senior Leader

Zeno Australia has announced expanded creative design capabilities and the appointment of Jim Michell (lead image) to its senior leadership team. The new moves support strong growth in the region. Zeno Australia’s clients, including Abano Healthcare, Motorola and Yorkshire Tea, can now tap into a suite of creative design services to augment the agency’s work […]

Assembled Media Inks TikTok Creator Campaign for BIC
  • Campaigns

Assembled Media Inks TikTok Creator Campaign for BIC

Assembled Media, is drawing upon the creative power of TikTok Creator Marketplace to help generate unique, impactful content for iconic stationery brand, BIC. The social activation campaign titled ‘A Pen for Every Side of You’ promotes the flexibility of BIC’s 4 Colours pen and is active nationwide on the BIC Stationery TikTok account. The campaign […]

Big data and analytics visualization technology with scientist analyzing information structure on screen with machine learning to extract predictions for business, finance, internet of things
  • Media

IAB Launches Fourth Module In Its Marketing Measurement Innovation Series

IAB Australia has launched ‘Evolution in Market Mix Modelling’, the fourth module in its Marketing Measurement Innovation Series, which has been developed by IAB Australia’s Ad Effectiveness Council. The module explores what is driving the increased use of MMM and how the technique is evolving with advances in computing power and machine learning to provide […]

Aerial view of a coal fired power station with large cooling towers emitting co2 into the atmosphere. With its lights already turned on the power station is illuminated in moody twilight.
  • Media

Scope3 Expands Carbon Measurement Capabilities To Include DOOH Advertising

Scope3, the collaborative sustainability platform leading the decarbonisation of media and advertising,  announced the addition of digital out-of-home (DOOH) to its emissions measurement. With DOOH ad spending predicted to grow from $17B in 2023 to nearly $24B by 2028, measuring this channel brings us one step closer to understanding the total impact of digital advertising […]

January 14, 2023 - New York, New York, USA: 2023 NRF Big Show press conference with Composition 2024 NRF Singapore.    Photo by Ian Wagreich / © Ian Wagreich Photography
  • Marketing

Now Open For Registration – NRF 2024: Retail’s Big Show Asia Pacific

NRF 2024: Retail’s Big Show Asia Pacific, is now open for online registrations for the main conference. Jointly organized by the National Retail Federation and Comexposium, Retail’s Big Show Asia Pacific will take place from 11 – 13 June, 2024 at the Sands Expo and Convention Centre in Singapore and is expected to draw thousands […]