[InMobi Research] Why Should Brands Invest in Apps?

Today, just about every major retailer has its own mobile app.

How should these brands be thinking about their apps? And more broadly, is it worthwhile for brands to invest in their apps and in getting more people to have and use their apps?

We leveraged our consumer insights to see if app owners were more likely than non-app owners to visit physical store locations.

Further, we surveyed over 1,700 Americans to see what adults across the U.S. had to say about their own app usage.

Here are some facts:

• App owners visit a brand's physical store locations up to 39% more frequently than do non-app owners. 
• How do consumers find out about a brand's app? The top discovery methods are mobile ads and word of mouth. 
• Why do consumers use a brand's app? More often than not, because it offers convenience and helps them save time. But in many categories, awareness of brand direct apps remains low.   
• Between 2019 and 2021, there was a 34% increase in the average number of retail visits by their app owners.