Here are some highlights from the survey:
- Amazon had the top penetration among retail mobile apps at 52.5%, with 84.7% of those users expecting to purchase on the app during the holidays.
- Multichannel leaders Walmart (28.8%) and Target (22.3%) ranked 2nd and 3rd respectively, each with at least 70% of its app users expecting to make a purchase.
- Macy’s (95.0%), Best Buy (90.0%), Nike (89.8%), and Nordstrom (89.3%) all had high holiday purchase intent among those with their apps downloaded.
- Marketplaces including Wish.com (43.2%), eBay (50.4%), and Wayfair (51.1%) had the lowest holiday purchase intent.
In our recent Holiday Shopping 2021 report, we outline key dynamics that will determine the season’s winners, including pandemic habit formation (Amazon, Etsy), click-and-collect leaders (Walmart, Target, Best Buy), and power brands (Nike, Lululemon). In each case, their mobile apps both support and reinforce their prime positioning to win more than their fair share of holiday purchases.
Retailers that don’t need to work as hard to win the consumers’ attention and share of wallet will deliver growth and profits. Those highly dependent on paid customer acquisition will see their bottom lines squeezed. If you want to know which retailers go into the holidays with an edge on the competition, look no further than their mobile apps.