A new survey of 1,000 US consumers by software company Bryj reveals that 64% are more likely to use a retailer’s mobile app than its website through a mobile browser.

Mobile apps have become indispensable to consumers and revolutionised the way people live, with 62% of consumers having between 10 and 30 mobile apps on each of their devices and younger generations downloading an app per week.

Major retailers with extensive technology strategies and budgets such as The Home Depot and Amazon have invested in their apps, but app development is also accessible to smaller players.

Consumers seek apps that save them time and offer simplicity when shopping. More than 2 in 3 consumers (68%) listed time saving as their number one consideration when downloading an app, followed by simplification at 65%.

The number one reason consumers delete apps on their devices is poor user experience, including software bugs and slow loading times, followed by poor user interface at 56% and poor security features at 54%.

Consumers are interested in the ability to customise privacy and security settings within mobile apps (64%), along with account and profile customisation (44%).

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When elevating mobile apps, retailers should also consider implementing AI capabilities, as the survey found that 72% of Gen Z and Millennial consumers are open to the technology.

With a plethora of retailer apps available and competition heating up for coveted home screen space, retailers must prioritise user experience, customisation, user interface and security features to keep their app from being deleted.