In-app pandemic shopping busts Christmas record in Europe
In-app shopping has soared, with a 35% rise in e-commerce app installs across Europe – highlighting how marketers need to invest in their owned properties to drive sales and mimic in-person shopping experiences.
Shopping app usage has hit a new high
The State of Shopping App Marketing, produced by Appsflyer, rests on proprietary global data gleaned from 2.3bn non-organic app installs spanning 1,800 apps, 14 billion conversations and 390bn sessions.
Across the UK, shopping app usage jumped to 7.6% in May and 8% in June – breaching the 7.1% level achieved in November 2019.
Demand for e-commerce apps also surged in Europe during lockdown, but to a lower level at just 7% in May – still ahead of the 6.7% attained last November.
Between February and May the UK saw a 156% jump in iOS non-organic installs while Android leapt 142%.
The EMEA region saw a 56% jump in non-organic installs over the same period.
Amid the turmoil, spending spiked in the spring with British consumer shopping spend beating the fourth quarter equivalent in all categories.
Spending has grown with usage
The UK also witnessed a 166% boost to ad spend between march and June.
Overall consumer spending reached 13% in May 2020 compared to 11.5% in November 2019
Looking at fashion specifically consumer spend rose 14% in May compared to 10.3% the previous November
General retail meanwhile reached 12.5% in May versus 12.3% the previous November.
Why it matters
E-commerce activity this holiday season is expected to set new records according to the report, affording an enormous opportunity but also “… pressure to not only provide access to e-commerce via shopping apps, but to also implement creativity, compassion and understanding throughout marketing efforts and UX.”
Doug McMillen, vice president of enterprise strategy at AppsFlyer said: “… 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.”