Report: Wi-Fi More Important Than Loyalty To App Users

By Pete Rizzo (@pete_rizzo_) 

Retailers may want to put loyalty on the backburner when designing or updating their mobile apps, new findings from Acquity Group suggest. Released on October 18, the study found that some retailers may be overinvesting in loyalty in favor of more popular mobile app features, such as the most requested mobile app addition, Wi-Fi.

More than 50 percent of survey respondents indicated that they would be more comfortable making a big-ticket purchase if they were able to research in store by connecting to the Internet with Wi-Fi. Further, 20 percent of consumers said they would spend more time in stores if this feature was provided.

“The study findings demonstrate that while loyalty is important, other factors such as offering price savings upfront outside of a loyalty program and a convenient shopping experience have become more important for consumers,” Chip Knicker, vice president of the Chicago-based company, told Mobile Commerce Daily.

Notably, loyalty programs were ranked as the lowest priority by consumers who participated in the survey. The ability to shop both online and through their mobile devices was the most important factor to in-store shoppers, a finding that underscores the increased importance of omnichannel.

For more on how Acquity Group’s findings could benefit retailers looking to give their mobile apps a boost, we break down “Desktop versus Smartphone: Technology’s Impact on Omnichannel Behavior” in this PYMNTS.com Data Point.

How Demographics Affect Mobile App Preferences

Acquity Group found that younger consumers were the most likely to remain brand loyal across all channels, including mobile apps. Older respondents, by comparison, placed an increased emphasis on customer service.

Also notable for app developers, content was linked to an increase sales. Sixteen percent of study participants said they have purchased an item after being prompted by social media. Fifty-nine percent reported that they had been influenced to make an in-store purchase after flipping through images and information.

Wi-Fi Is Most Wanted Mobile App Feature

While many retailers are hesitant to provide Wi-Fi, in part due to fears of showrooming, 30 percent of respondents said they would be more inclinded to purchase unplanned items if they had access to the service.

Seventy-eight percent of smartphone owners said they would be more likely to spend if they were able to look up a retailer’s inventory online before visiting a store. This finding suggests the compatibility of apps with indoor mapping services may become more important in the coming years.

For more on how retailers are preparing to fight against showrooming this holiday season, read “Retailers Are Prepared For Showrooming This Holiday Season” here.