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Mobile subscription apps surge in popularity among Aussies

Mobile subscription apps are on the rise as Aussies’ shopping behaviour is shifting toward comfort and convenience, according to a survey from Emarsys.

More than a third of Australian consumers surveyed have paid to subscribe to a new app, such as Netflix or Runtastic, since the pandemic. There are several reasons for Aussies adapting mobile subscription – but most of them relate to convenience and comfort.

Two-fifths of respondents to the survey said phone apps offer easier payment methods, while more than 30 per cent of respondents said apps allow them to access exclusive deals.

“The convenience of being able to shop from the palm of your hand amid a global pandemic has driven consumer appetite towards mobile shopping over the past year,” said Adam Ioakim, MD at Emarsys Apac.

Other popular mobile subscription categories include food, fashion, beauty and grooming, and toys and games.

“Consumers are fickle creatures. They will not hesitate to drop a brand that does not meet their needs for personalisation,” Ioakim added. “Above all, marketers must ensure that the mobile app delivers a return on investment. This means ensuring the app makes the user’s life easier, such as helping reduce the time required for meal preparation or helping select an outfit for example.”

According to Emarsys, Aussie consumers are looking for top mobile innovations such as augmented reality features and in-app quizzes.

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