Consumers Turn to Apps to Simplify Their Lives
Consumers are downloading more apps than ever, but the leading reasons for ongoing use might surprisebrands given the current global economic landscape. While brands may expect that consumers aremost likely turning to apps for deals or loyalty rewards, higher-level benefits are what keep customerscoming back.
What are those benefits? Ease and convenience. Consumers continue to use apps most for “ease ofuse”(35%) and “simplifies my life”(31%). This preference for convenience and efficiency far outpacesother reasons for ongoing app use. Unsurprisingly,”saves me time”(27%) rounds out the top threereasons across 11,000 global respondents.
It really is(almost) all about convenience.
But we are in a shaky economy after all, so while convenience and simplicity reign supreme,”saves memoney with the best deals” landed as the fourth largest reason for using apps (23%). Deals, rewardsand targeted offers also saw the biggest growth year-over-year as reasons to opt in to notifications frommobile apps, as we’ll explore later.
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