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Published
Feb 16, 2018
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UK app shopping surged in Q4

Published
Feb 16, 2018

Mobile applications contributed two times more to online and mobile revenue during Black Friday 2017 than they did last year, reflecting shoppers’ growing preference for apps over mobile websites.



That is according to UK-based app e-commerce company POQ, which reported that clients on the POQ platform saw app revenue account for 22% of total mobile revenue during Black Friday, more than doubling the 2016 share.

The fourth quarter, which includes key shopping events including Halloween, Black Friday and Christmas, was a particularly important period for app use, accounting for a third of the total revenue generated via apps in 2017.

November emerged as the biggest month of the year, with app revenues up 134% on the previous year, said POQ.

“Results from peak trading 2017 have reinforced the findings that Black Friday is no longer limited to one day and consumers prefer to shop in ways that provide them with the most convenient, enriching and personalised experience,” commented Oyvind Henriksen, CEO and co-founder at POQ.

The company based the results on over 30 million sessions across retailers’ mobile websites, desktop and mobile apps, including iOS and Android.

The report also reveals that mobile apps are becoming an important channel for user engagement, with shoppers spending on average 3.6 times more on shopping apps than mobile websites.

And consumers seem to be returning to apps more often than to mobile and desktop websites. Indeed, apps saw over a 100% increase in returning users in the fourth quarter, indicating a consumer preference for apps for their convenience and more personalised experience.

Because of this, planning ahead for peak trading periods is key for retailers, said POQ. “Apps’ contribution to m-commerce has grown so rapidly that retailers must plan ahead and utilise offers during peak trading to drive app downloads and long-term engagement via this channel,” commented Henriksen.

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