The Cyber Week App Revolution: Why Your Brand Needs to Adapt
Cyber Week Results
Cyber Week 2024 has not only solidified but also celebrated the triumph of app-based shopping. There has been a dramatic shift towards app-based shopping. 76%* of retailers and brands have seen app revenue increase year over year (YoY). This underscores the urgency and importance of retailers adapting to this trend.
- 64% of our clients saw a decrease in mobile web revenue YoY
- 72% of our clients saw a decline in desktop revenue YoY
* Aggregated from poq platform
Introduction
Our data shows that apps have become the dominant channel for consumer engagement:
- 76% of retailers and brands reported YoY app revenue growth.
- 61% YoY increase in app revenue across the Poq platform.
- Cyber Monday Highlights:
- 49% increase in their share of mobile sales.
- 64% increase in app-driven online sales YoY.
- 64% of clients reported a decline in mobile web revenue.
- 72% of clients reported a decline in desktop revenue.
This data emphasizes the increasing consumer desire for mobile apps’ quicker, more personalized experiences.
This year revealed a dramatic transformation in how consumers engage with retailers, with mobile apps emerging as a dominant shopping channel. The growing demand for convenience, personalization, and seamless shopping experiences has driven this. This momentum starkly contrasted with other digital channels, with mobile web revenue declining by 7% and desktop revenue falling by 14%.
The data speaks volumes: 76% of our clients reported YoY app revenue growth, underscoring shoppers’ apparent preference for apps. The reported decline in mobile web experience (64%) and desktop (72%) reflects a broader trend of consumers seeking faster, more tailored experiences that apps are uniquely positioned to deliver.
This shift towards app-based shopping is not just about convenience – it’s a profound evolution in consumer behavior that retailers cannot afford to ignore. Shoppers use apps for intuitive interfaces and features that enhance their shopping journeys. Retailers must recognize and adapt to this trend, understanding apps’ critical role in engaging their audiences and meeting their expectations during high-stakes shopping events like Cyber Week.
From Desktop to Mobile
Cyber Week 2024 showcased a dramatic pivot in consumer shopping habits. Mobile channels show a clear win against traditional digital channels. Desktop revenue witnessed a sharp YoY decline, while mobile shopping usage globally exceeded 100 billion hours in 2023.
The growing reliance on mobile channels highlights the fundamental shift in how shoppers engage with brands during high-stake retail periods. This underscores retailers’ need to adapt to this shift in consumer behavior.
Demographics
The landscape of consumer demographics has changed. Technological advancements, such as personalization tactics, engaging interfaces, and intuitive digital interactions, have been fueled by younger generations, Millennials and Generation Z. However, older demographics have significantly adapted to mobile platforms, appreciating seamless, efficient shopping experiences and omnichannel capabilities. The result is a broad-based migration toward mobile apps spanning multiple age groups and behaviours.
Factors
But why is this the case? Mobile has transformed consumer behaviour, creating new opportunities for retailers to expand their consumer base during peak seasons. According to Google and Ipsos research, 66% of users research products and services through mobile, followed by 96% taking action, such as purchasing or visiting a business. 68% only look at the first page of search results on their phone, suggesting that organic mobile web can limit reach to consumers. These factors, among others, have contributed to the growing dominance of mobile apps in the retail landscape.
With 80% of consumers making buying decisions based on a friend’s social media post, the era of virtual word-of-mouth recommendations is in full effect. This highlights the importance of mobile in driving consumer decision-making, underscoring why apps and mobile dominate the shopping experience.
Through prioritizing mobile experiences, brands can effectively tap into constantly connected consumers and influence their purchase decisions.
Consumer behavior is significantly shifting, with mobile apps becoming a preferred channel for retail engagement. A global survey by Airship reveals that 78% use retailers’ mobile apps as frequently or more often than last year, highlighting a consistent preference across demographics. This trend spans generations, with 81% of Millennials and 79% of Gen X reporting steady or increased app usage, followed by 72% of Gen Z and Boomers.
This trend benefits retailers by driving higher customer engagement, increasing sales, and fostering brand loyalty through tailored shopping experiences. Apps also enable retailers to collect valuable customer data. Through app, you can refine strategies and stay competitive in an increasingly digital-first market.
Why are Apps Winning: Cyber Monday Highlights
Apps have emerged as clear winners of Cyber Monday, driving significant growth and dominating the digital shopping landscape. Poq’s clients experienced:
- 20% YoY revenue growth overall.
- A 49% increase in their share of mobile sales.
- A 64% increase in app-driven online sales YoY.
- 75% of online sales were attributed to mobile and app channels, with a 15% YoY increase—solidifying mobile as the dominant driver of online shopping growth.
- App share accounted for 25% of online sales, with the highest performers achieving 50-60%.
Our data highlights the growing importance of the app as a key revenue driver.
Apps have evolved how consumers engage during high-takes shopping events, outperforming other channels. Thus, they are essential to your e-commerce and marketing strategy to capture attention and drive sales.
Apps go beyond transactions by offering personalized experiences, exclusive Cyber Week deals and incentivise loyalty perks during the peak season to keep consumers returning. App-exclusive promotions during Cyber Week incentivize and facilitate first-time purchases by offering compelling deals to convert first-time buyers into loyal customers. Additionally, it rewards repeat customers, strengthening brand loyalty. Push notifications remind shoppers of time-sensitive offers, or geo-location can be used to provide a seamless experience during Cyber Week, from digital to in-store.
To cultivate meaningful customer relationships beyond the holiday season, retailers can leverage apps during critical retail seasons like Cyber Week to ensure continued engagement and loyalty in the competitive market.
Stay Ahead of the Curve
Retailers that prioritize mobile-first strategies and app optimization are not only responding to trends but also setting themselves up for long-term growth and sustained loyalty.
Through investing in mobile app strategies, you can unlock the potential to deliver personalized experiences and optimised streamlined shopping, build deeper relationships with consumers, and acquire new customers through tailored promotions and exclusive access.
Don’t get left behind. Sign up here to receive poq’s Black Friday report straight to your inbox to gain actionable insights from our exclusive insights and findings, to discover how you can harness the power of app to lead during high-stakes peak season, acquire new customers, and strengthen your customer connections.