Apps clearly have a role to play in the path to purchase by allowing customers to access information about products and services at the research phase. But they also provide a means for brands to remain engaged with customers following their purchases, a useful way for companies to build loyalty. In fact, the highest percentage of respondents—31%—said the role of a mobile app during the purchase cycle was to retain customers. Twenty-eight percent thought apps played a key role at the purchasing stage, while 22% said apps were useful at the consideration stage of purchase, and 18% said they helped in creating early awareness. Read the rest at eMarketer.