The COVID-19 pandemic fuelled a 35% hike in eCommerce app installs which is 12% above levels seen in Q4 2019.
For marketers the findings by AppFlyer’s The State of Shopping App Marketing report highlight some plenty of emerging opportunities to boost sales and brand recognition as more shoppers are seeking safer means to shop.
In the UK, overall shopping app usage rose 8% in June 2020, while in Europe it reached peak levels during May at 7%.
“Given that in-app shopping activity skyrocketed during the Covid-19 pandemic in Q2, surpassing even the 2019 Q4 rush, we can expect the 2020 holiday season to be one for the record books,” explained Shani Rosenfelder, Head of Content & Mobile Insights, AppsFlyer.
“This year, more than ever, it is critical that marketers prepare a carefully-planned strategy to ensure consumers are able to find, explore, and shop within their app instead of turning to a number of alternatives. Special attention should be given to messaging that relays a sense of empathy to rekindle the holiday spirit during troubled times.”
Meanwhile, demand for eCommerce apps surged 56% in non-organic installs during the pandemic.
In the UK, iOS non-organic installs between February and May 2020 were up by 156% while Android levels jumped 142%.
The rise in shopping app usage has bolstered ad budgets. For example, in the UK, ad spending between March and June rose 166%.
Meanwhile, consumer spending in shopping apps was up across most categories and 13% overall (May versus 11.5% in November 2019).
“The opportunity is tremendous for brands and marketers, with added pressure to not only provide access to eCommerce via shopping apps, but to also implement creativity, compassion and understanding throughout marketing efforts and UX,” said Doug McMillen, Vice President, Enterprise Strategy, AppsFlyer.
“With this report, coupled with a recognition that a frictionless experience is essential as brick and mortar physical shoppers navigate a new-to-them mobile experience, marketers are now armed with the data and direction needed to create positive impact and ROI this holiday season.”