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A new study reveals the top location for shopping app engagement.

According to a new consumer survey from creative portfolio website Visual Objects, nearly eight in 10 people (79%) who use shopping apps do so when they are at home, instead of on the go or in another store. The apps that see the heaviest in-home use are pure online retailer apps (92%), mass merchant retailer apps (81%), apparel apps (79%), and convenience store apps (62%).

Visual Objects surveyed 501 smartphone users who use retail apps at least once per month. Respondents also indicated they tend to use shopping apps frequently. More than one-third of respondents (35%) use shopping apps between two and five times a week, while 28% use them at least once a day.

When people use shopping apps, they’re most likely to use an app from mass merchant retailers like Target, Walmart, or Costco (81%), pure online retailers like Amazon or Overstock (77%), or apparel retailers (79%).

Visual Objects advises that the most popular shopping apps offer a benefits-driven and frictionless path to purchase. To capitalize on the shift to mobile app shopping, Visual Objects recommends that retailers offer an efficient and rewarding mobile user experience that compliments the larger omnichannel experience. Retail apps should work seamlessly with other purchasing channels, such as the mobile Web and brick-and-mortar stores.

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