In February 2012, IHS Screen Digest Mobile Media Intelligence Service (IHS) reported that in-app purchases would make up 64 percent of market revenue for apps by 2015. While the report showed that game apps would benefit the most, a new report from Nielsen shows retailers also benefit from in-house apps.
Consumer Numbers at a Glance
Nielsen reported
the following:
- About half of all U.S. smartphone owners used shopping apps in June 2012.
- In total, 45 million smartphone owners used apps found in the Shopping/Commerce category; they accessed shopping apps an average of 17 times in June 2012.
Retailers seem to have embraced a needing marketing concept, and one I have stressed before, they are looking beyond the initial app download and seeing the value of in-app purchases. By further customizing in-house apps, retailers play into the key concept the study found - Consumers who associate a retailer with online shopping, tend to gravitate toward that smartphone application. Once retailers understand who downloads their apps, they have the data and ability to enhance the customer experience. As the numbers increase, retailers have the opportunity to go beyond the initial attraction to build longer-lasting relationships and consumer-loyalty programs.
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