Retail app revenue share overtakes desktop, app provider suggests
App, app and away: apps pip desktop for ecommerce sales in Q4
The Latest researchfrom app commerce company, Poq, finds that app revenue for retailers overtook that of desktop during Q4 2018.
Poq, which powers the apps for retailers and brands such as Missguided, Belk, Holland & Barrett, Feelunique and PrettyLittleThing, has published data on what it sees in ecommerce in its “The Retailer’s Guide to Consumer Behaviour during the Peak Trading Season” – a detailed guide to how consumer behaviour is changing and the demand for better shopping experiences online continues to grow.
The research found that app revenue share overtook desktop revenue share of ecommerce during Q4 2018, while app experiences are more engaging than mobile web – five times more time was spent in app per user than mobile web in Q4 2018, say the stats. Q4 is the largest and most important quarter in retail, seeing retail app’s share of revenue overtake desktop by 1% in October 2018. Meanwhile, app’s share of sessions overtook desktop earlier in January 2018.
According to Poq the golden window for driving app downloads lies in the three weeks prior to Black Friday, while the percentage of users who make more than one purchase on Black Friday was 2.8 times greater on retailer’s apps than their mobile website counterparts.
Looking at more than 209 million sessions across app, mobile web and desktop and more than 71 million push notification sends, the research examines how consumer behaviour is changing by looking at how shoppers spend their time online, what devices they are using to make purchases in apps, the influence of push notifications at peak trading, the differences between UK and US app shoppers and best practice tips on how to increase app revenue by device brand and more.
“Native mobile apps enable retailers to own the relationship with their consumers,” says Oyvind Henriksen, CEO & Co-Founder at Poq. “Recent strains on the retail sector, particularly with physical stores, means that retailers need to double-down on the channels that are succeeding. Through app commerce, retailers have the ability to build rapport and engage their consumers, moulding them into the most valuable ‘super customers.”