The impact of mobile apps on brands and online shoppers

Heady surveyed 400 consumers to look deeper into how consumers navigate their shopping experiences on mobile apps.

Going shopping should be a relaxing and enjoyable experience for the customer. But as people have swapped the brick and mortar stores for mobile apps instead, how much does this impact business and the overall shopping experience?

To find out, Heady surveyed 400 consumers, asking them all about their experiences using mobile apps to shop until they drop. 

Many of us prefer to make an informed decision before parting with our hard-earned cash. 61% of those surveyed agreed, saying that they use mobile apps to read product information and reviews.

This is also translated into finding out more about the product they buy, as 60% said they like to look at the product photo and content on their mobile apps. However, the overwhelming majority use mobile apps with the intent to buy new things. 74% of respondents said that this was the most-used feature of their app usage. 

Staying logged in, increased functionality of apps and preferred payment methods all increase the convenience of mobile shopping. 57.5% of consumers surveyed would agree, saying that mobile apps are simply more convenient for shopping than any other channel. 

Just because brick and mortar stores don’t offer the same level of convenience doesn’t mean that the brand has to suffer.

The survey also revealed that when an app offers consumers love, 86% of consumers said their loyalty to the brand would increase. Despite this, the results highlighted the turn-offs for consumers when using mobile apps to shop.

Disorganisation would be a consumer’s number one reason to leave a negative review, with 44% saying so, followed by apps that don’t save data between sessions (35%).

READ MORE:

38% also complained about screens being too small for shopping, with men making up most of these complaints. 54% said they don’t like not being able to feel the product, with women saying this the most.

Other complaints include not enough product information (35%), a clunky user interface (23%), and not trusting the app to complete their purchases (22%).

For more news from Top Business Tech, don’t forget to subscribe to our daily bulletin!

Follow us on LinkedIn and Twitter

Amber Donovan-Stevens

Amber is a Content Editor at Top Business Tech

Is It Time for a VMware Alternative?

Wind River • 22nd May 2025

Companies have options when it comes to replacing VMware as their cloud platform, to address rising costs, support concerns, and a shrinking partner ecosystem. If you are ready to contemplate a different vendor, here are five reasons why Wind River Cloud Platform should be on your short list of VMware alternatives.

AI Leads as VivaTech Unveils Top 100 Startups

Viva Technology • 14th May 2025

Viva Technology has unveiled the first edition of its “Top 100 Rising European Startups for 2025,” spotlighting the most promising young companies shaping Europe’s tech future. Germany, France, and the UK lead the ranking, which highlights high-growth startups across 13 countries. Artificial intelligence dominates the list, with 15 companies spanning AI agents, models, and infrastructure....

Birmingham Unveils the UK’s Best Emerging HealthTech Advances

Kosta Mavroulakis • 03rd April 2025

The National HealthTech Series hosted its latest event in Birmingham this month, showcasing innovative startups driving advanced health technology, including AI-assisted diagnostics, wearable devices and revolutionary educational tools for healthcare professionals. Health stakeholders drawn from the NHS, universities, industry and front-line patient care met with new and emerging businesses to define the future trajectory of...

Why DEIB is Imperative to Tech’s Future

Hadas Almog from AppsFlyer • 17th March 2025

We’ve been seeing Diversity, Equity, Inclusion, and Belonging (DEIB) initiatives being cut time and time again throughout the tech industry. DEIB dedicated roles have been eliminated, employee resource groups have lost funding, and initiatives once considered crucial have been deprioritised in favour of “more immediate business needs.” The justification for these cuts is often the...

The need to eradicate platform dependence

Sue Azari • 10th March 2025

The advertising industry is undergoing a seismic shift. Connected TV (CTV), Retail Media Networks (RMNs), and omnichannel strategies are rapidly redefining how brands engage with consumers. As digital privacy regulations evolve and platform dynamics shift, advertisers must recognise a fundamental truth. You cannot build a sustainable business on borrowed ground. The recent uncertainty surrounding TikTok...