Buying products and services on a smartphone is becoming increasingly common. From swiftly ordering a Lyft or coffee to shopping for groceries or home goods, mobile devices have become both the wallet and shopping cart. However, which method of mobile shopping is preferred: purchasing in-app or through mobile web? Depending on who you ask — particularly millennials — you might get a different answer.
In-App Versus Mobile Web
According to eMarketer, research shows that 49% of mobile buyers purchase through mobile web and 51% make purchases through in-app. While there are more mobile users buying through applications, the numbers do not significantly differ.
However, the demographics of mobile buyers offers a more interesting viewpoint on mobile purchases. Of those surveyed, 58% of millennials mentioned that they preferred purchasing through apps, while 60% of consumers over 45 prefer buying on mobile web. A more detailed breakdown of demographics is illustrated below.
Retail Purchases Through Mobile Web Expected to Grow
One study by Ipsos suggests that in-app retail purchases is expected to decrease and retail purchases through mobile web is expected to increase. This assumption is based on the fact that casual shoppers may be hesitant to install an app to complete a purchase. Regardless, it is important to keep in mind that 55% of US internet users said they won’t purchase from a brand if its website or mobile experience is poorly designed.
When it comes to purchasing via in-app or mobile web, it’s all about the audience. For advertisers, it’s important to advertise in-app across all demographics, especially to younger shoppers. Another tip for businesses and advertisers is to create an easy user experience, as mobile buyers will only complete purchases if the shopping process is a smooth one.
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