Report: Websites Preferred Over Corresponding Apps By Smartphone Owners To Shop

Online e-Commerce companies have been increasingly coming up with customized applications that can be independently installed on smartphones. The companies were doing it in the hope of enticing more number of users to shop on their sites. However, a latest study titled ‘Nielsen Informate Mobile Insights’ has revealed that shoppers who indulge in online shopping via their smartphones, overwhelmingly prefer the web-portals as against dedicated apps.

The study pays particular attention to the shopping habits of smartphone users on their devices. Interestingly, it highlights that shopping sites are more popular among the older audience.  However, smartphone users, aged between 25 and 35 claim to make more online purchases.

Who are the favorites: Even amongst the clear prejudice towards websites, companies like eBay managed to get a little more traction from their mobile-specific endeavors than other popular online shopping destinations like Flipkart.

Why the skewed preference? Shopping apps or apps designed & deployed by e-Commerce portals are still very much in their infancy. In comparison, the websites have blossomed into virtual shopping malls with countless verticals that are, many a times, smartly integrated with each other to throw suggestions like ‘Customers who bought this, also viewed / bought’ or ‘Combo Deals’ across myriad segments.

However, what matters is the insignificant value addition, the mobile apps of the shopping portals offer. Driven by intricate & complex programming, the dedicated websites offer a lot more functionality than the apps. Currently, these apps seem to do little more than offering a virtual counter, where a buyer must specifically choose a product & pay for it.

Will this scenario change? Evolving mobile ecosystem is offering a lot more power to the apps. Features like Mobile Wallets, streamlined & minimalistic User Interface certainly help customers make a swift decision & execute a purchase quickly. However, everything boils down to the preference & convenience. Do you think that will work in favor of mobile apps in the future?

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