Study of Retailers’ Mobile Apps Shows Their Growing Influence on Holiday Shopping
The retail industry is still trying to collect itself after the busy holiday shopping weekend, and data is still coming in as to just how successful they were (or were not). One thing, though, is clear from the Black Friday shopping weekend, and that’s the continued growth of the mobile shopping trend—which, at this point, is really less of a trend and more of a full-on movement.
To add to the retail space’s depth of knowledge around the impact of mobile shopping on holiday sales, Urban Airship, a mobile engagement platform, announced the preliminary results of the organization’s third-annual Cyber Week study, which highlights year-over-year trends in mobile app engagement for retailers.
The study’s top-line findings: Retailers promoted holiday deals earlier and more often in 2015 than they have the past two years in which the study was conducted. More specifically, Urban Airship said retailers significantly ramped up their activity in the two weeks prior to the holiday shopping weekend. Overall, retailers sent 63 percent more holiday notifications in 2015 than they did in 2014, and that’s after 2014 saw a 34 percent increase in notification volume over 2013.