Some retailers are finding it difficult to to get a handle on mobile commerce. Although consumers are essentially glued to their mobile devices, retailer mobile apps are not being used or downloaded at high rates.
"We found that while everyone is seeing way more overall traffic via mobile, retailers are having trouble getting traction with their own own mobile initiatives," Michael Jones, RetailMeNot's senior vice president of retailer and brand solutions, told Digiday.
RetailMeNot, a company that provides a hub for digital coupons, commissioned a Forrester study that dived into smartphone users' relationships with retailers via their phones.
Data was gathered from 511 smartphone owners that had used their phones for something retail-related at least once in the last three months. Forrester found that 85 percent of total time spent on smartphones is spent within apps, but 5 percent is spent within retailer apps.
"According to Forrester, what’s holding retail apps back from being useful is that many customers aren’t willing to disclose the information needed for retailers to personalize and ultimately enhance the mobile experience. Personalized content, like purchasing histories, location services and stored credit card or loyalty information, drives usage and engagement, but Forrester found that due to privacy concerns and wariness of how the data will be used, app users aren’t giving that information up."
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