Marketers who prioritize apps are winning today — and tomorrow

Apps are an essential tool for marketers to drive business growth.

Increasingly, apps are where people are spending their time. In the U.S., for example, 80% of mobile time is spent in-app versus in web browsers. And when a customer has your app, they are more likely to be loyal and have higher lifetime value. According to a recent global study we performed with Kantar, 87% of retailers agree that their app users are more loyal and have a higher lifetime value than nonusers.

It’s no surprise, then, that marketers are adapting their strategies to prioritize mobile apps. Indeed, 81% of retailers and 75% of e-commerce companies plan to increase their investment in promoting their app over the next 12 months.

Apps can be instrumental to building a foundation of consented first-party data.

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