The Spiegel Research Center at Northwestern University examines the value and risks for brands developing mobile apps, as well as how branded apps influence consumer engagement. This report finds:
- Engagement through apps increases order size and frequency
- Consumers’ buying strategies vary by device and by product type
- Apps create a unique set of risks for brands.
For more info into consumer purchasing behaviors, check out Spiegel’s previous research on an alternative path-to-purchase framework.