Mobile subscription apps surge in popularity as Aussie consumers want more comfort and convenience

Comfort and convenience are driving Aussies towards mobile shopping, according to new research from Emarsys. More than half of Aussie consumers (55%) indicate they have significantly changed how they shop over the last year and mobile use is a part of that.

Meanwhile among the 25-34 year old demographic, 58% indicated they would like brick and mortar stores to feel as convenient as apps.

Comfort and convenience drive mobile shopping adoption

Several factors set apps apart from in-store or other forms of shopping, according to the research. Most of these factors relate to convenience and comfort.

Two-fifths of the consumers surveyed claim that apps have easier payment methods, such as Apple Pay and over a third said apps allow them to access exclusive deals.

Almost a fifth of consumers also said mobile apps and subscriptions provide comfort and understand their tastes and needs. Emotional factors are important, with two out of five consumers noting that mobile apps make shopping more relaxing.

This figure rises to 40% among the female consumers surveyed. 30% of consumers also revealed that mobile apps prompt happy emotions and their mood improves.

Adam Ioakim, Managing Director, APAC at Emarsys said, “Apps are now essential to our daily lives. 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.”

Paid subscriptions prove popular during the pandemic

Mobile app subscriptions have proven particularly popular during the pandemic. Over a third of Australian consumers surveyed have paid to subscribe to a new app, such as Netflix or Runtastic during lock down.

Significant age factors determine subscription sign ups. 30% of 16–24-year-olds are currently signed up to a monthly subscription, compared to just 9% of those aged 55 plus.

Food and recipes subscriptions (25%) are the most popular, followed by beauty and grooming (15%), fashion (11%) and toys and games (10%).

Consumers turned off by perceived lack of value

The most common factor contributing to the cancellation of subscription apps is the perceived lack of value for money (47%). This is followed by free trials running out (20%) and because the offering wasn’t personalised enough to the individual’s tastes or needs (18%).

Subscription service average lifetime for Australian consumers surveyed is just 5 months.

“Consumers are fickle creatures. They will not hesitate to drop a brand that does not meet their needs for personalisation. 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,” said Loakim.

What kind of value are consumers looking for?

The top mobile innovation clients want is augmented reality features to try on products(40%).

This is closely followed by in-app quizzes to ensure products are tailored to the individual (28%), the ability to instantly track down products worn by influencers/celebrities online, as well as automated stylists that recommend products based on previous purchases (26%).