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The mobile app fast becoming the preferred shopping method for consumers, especially among women and thoseunder the age of 44. Nearly 9 in 10 consumers have at least one shopping app and half are using them at least a few times a week.

Those are top findings from a NewStore survey of 610 American consumers that defined mobile shopping apps as ones created by specific brands, such as Nike, and not marketplace apps such as Amazon.

The number one reason consumers are using apps over other channels is the user experience, according to a press release on the findings.

Additional findings include:

  • 31% of consumers prefer shopping in-app to shopping in-store or via a mobile or desktop website.
  • 60% of consumers prefer mobile shopping apps over mobile websites due to improved user experience.
  • 45% of consumers would not download a brand's app if they have concerns about security or privacy.
  • 71% of consumers are 'very interested' or interested' in mini apps (i.e., apps that don't require downloading).