Reasons People Use Brand Apps Regularly, July 2013 [CHART]
Ipsos Open Thinking Exchange (OTX) has released the results of a multi-country survey examining usage of mobile applications for brands, products, stores or companies. The researchers find that on average, 51% of respondents regularly use such apps, with the main reasons given for doing so being: to keep informed about the brand, product, store or company (43%); and to get discounts and coupons (41%). In the US, though, app users are more motivated by discounts (50%) and comparatively less so by updates (27%).
The study also looks at whether or not app use corresponds to increased interest in purchases. Overall, 52% of regular app users around the world feel that having an app makes them more interested in buying something from the brand, product, store or company, while 42% said it has no impact. In the US, app users report less of an impact: 42% said their app use spurs increased interest in purchases, while 52% said it has no influence. Read the rest at MarketingCharts.