Nike and Etsy’s Mobile Apps Were “Climbers” This Holiday Season: Report
Diving Brief:
- As consumers increasingly embrace digital channels, more than half (55%) of mobile shoppers downloaded at least one new shopping app before the holiday season, according to a report from Digital Turbine.
- Some of the top downloaded shopping apps include Amazon, Walmart, and Target. But the report also identified other apps, including Nike, Etsy, Poshmark and Fetch Rewards, as “climbers,” indicating consumers had above-average install intent for those apps.
- Sam’s Club and eBay were among the apps that had lower install intent despite higher consumer awareness, according to the report.
Overview of the dive:
The Digital Turbine report echoes similar research indicating that retailers like Walmart and Amazon continue to dominate app downloads and consumer awareness. A 2020 report from Sensor Tower Store Intelligence found that Walmart, Amazon and Shop were the most downloaded shopping apps on Black Friday last year. Another report released earlier this year by Apptopia found that Amazon, Walmart and Wish were the three most downloaded apps among US shoppers in 2020.
More generally, research indicates that consumers increasingly want to shop through mobile apps, especially younger consumers. A report by Liftoff and Adjust found a 40% increase in shopping app engagement in 2020 compared to 2019, suggesting more consumers have turned to mobile shopping apps during the coronavirus pandemic. COVID-19. A report from Brightpearl.com this fall found that Gen Z planned to shop for the holidays through multiple mobile and social media channels, including Facebook, the retailer’s mobile apps, WhatsApp, Instagram and YouTube.
As shoppers rely more on mobile apps during the coronavirus pandemic, retailers have added new features to streamline the mobile shopping experience. In early October, Macy’s updated its app design and navigation and introduced over-the-air shopping. Later that same month, Target added a “Forgot something?” button in its app as well as new features to support its same-day delivery services.
