Eli Lassman (Head of SMB Direct Marketing and B2B Content, Ads Marketing, Google U.K.)
The big media consumption story in 2020 was time spent on mobile. Globally we spent over 1.6 trillion hours on our phones in the first half of the year. And in the third quarter, apps usage surged by 25% YoY, with 180 billion hours each month spent on apps. The same research highlights that categories expected to particularly benefit from this rise in app popularity include food delivery, games, online learning, entertainment, and shopping.
As we look towards economic recovery post-COVID, 30% of consumers believe shopping experiences will never go back to the way they were. This makes it increasingly important for retailers to capture this new growth opportunity on apps.
Downloading an app is in itself an indication of affinity for a brand. After all, app users tend to be more loyal customers. For retailers, app users spend three times more than other mobile customers. As this trend continues into 2021, businesses should prioritise their app strategy and ensure it’s a value-add channel for their customers.