Apps Playing Bigger Role in Shopping, but Consumers Prefer Websites, Says CTA

Nine in 10 mobile device owners have at least one subscription to access coupons, promotions and special discounts, and they actively seek alerts to offers and sales, said a CTA study Thursday. “Every step of the consumer’s path to purchase has dramatically changed with the use of smartphones, from triggering interest in considering technology products to purchase and sometimes post purchase behavior that includes posting online reviews,” said Steve Koenig, senior director-market research. Innovations associated with smartphones continue to change the retail market, Koenig noted, citing location-based services and apps that are creating opportunities for brick-and-mortar and online retailers. Despite high ownership of mobile devices, 41 percent of consumers use a computer to assist in shopping, preferring websites to mobile apps due to accessibility and convenience, CTA said. Online and mobile research leading to a brick-and-mortar in-store purchase remains the primary path for consumer purchases, said CTA, with 61 percent of purchases made in-store and 29 percent of consumers looking for product information while shopping at a store. Smartphones offer quick access to information but using a phone in a store can be distracting, said the report. Most online purchases are made via online-only retailer websites (51 percent), such as Amazon or Newegg, rather than with online-only retailer apps (24 percent), said CTA. Some 76 percent of consumers use existing online accounts to make a purchase, with the remainder using guest checkout options or signing up for a new account, it said. The group estimated U.S. online consumer spending via mobile devices nearly doubled during the holiday season, climbing 45 percent to $20.1 billion. Smartphone unit sales are projected to rise 3 percent this year in the U.S. to 185 million, representing $55.6 billion in revenue.