- November 17, 2016

Are apps becoming the new high street for German shoppers?

In the past 20 years, the proportion of non-US internet users measured by Comscore has increased from 34% of the global desktop population to 89%, with EMEA now accounting for a third of this audience. More insights can be found on the 2016 Global Future in Focus report.

The global growth of mobile platforms has redefined digital behaviours, especially relating to retail and m-commerce. Apps now dominate mobile minutes in the majority of regions measured by Comscore, and are used for a growing number of consumer tasks, but retailers have not yet translated this extra time into direct revenue. The gap looks to be closing however, with 9% of German consumers purchasing via smartphone apps, only slightly behind the 10% purchasing via mobile browser.

Some key insights:

  • 9% of German consumers purchase on mobile via apps, compared to 10% who do so via browser
  • People aged between 25 and 34 are responsible for 28% of purchases through smartphone apps in Germany.
  • 1 in 5 mobile users compare product prices though their mobile devices in a month, and 10% check product availability.
  • Clothing and accessories are the most popular items purchased via app with 47% of all smartphone app buyers purchasing these items in a month.
  • The greatest challenge facing app providers globally is the barrier to download. In Germany, only 28% of the mobile users download any new apps in a month.

2016 Global Digital Future in Focus

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