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Bielefeld, 24 April 2017 – The number of apps installed and used regularly in Germany is relatively low. A recent study by the market research institute Kantar Emnid shows that 19 per cent of the smartphone users surveyed did not download a single app last year and 20 per cent only downloaded one or two. 27 per cent of participants only use five to nine apps regularly, with just five per cent using 20 apps and more. Most important for shopping apps with those surveyed is data protection: 85 per cent say that confidential handling of their data has top priority. It is followed by the possibility of using the shopping app regularly in everyday life (34 per cent). Users are not looking for unusual special solutions. In the brand ranking of shopping apps, Amazon (20 per cent) and eBay (eleven per cent) are ahead of PAYBACK (six per cent).
"Our study shows that apps should ideally comprise a number of services. For 30 per cent of participants it is even important that an app can be used with several companies and brands", says Jörg Erren from Kantar Emnid. "29 per cent of those surveyed want a payment option in shopping apps. Other important aspects for shopping app users are discounts and coupons, so savings on their purchases. 18 per cent would like the app to send them offers automatically from the shops they use most often," added Erren. Four out of ten smartphone owners cannot imagine doing without cash and card payments altogether, according to the study. On the other hand, over a quarter expect that all payments will be online or mobile in one to ten years.
About the study
Kantar Emnid carried out a telephone survey of 1,024 participants aged 18 and over, representative of the German population, on behalf of PAYBACK GmbH and so also specifically about the PAYBACK app. One third of users of the PAYBACK app uses it at least once a month. The users of the app for Germany's biggest bonus programme particularly like being able to activate their coupons by mobile, without having to take paper coupons with them (80 per cent), followed by the possibility of making mobile purchases in online shops via the app (65 per cent) and collecting points without the plastic card (62 per cent). For many users (56 per cent), the combination of many relevant partners, offers and services is attractive. 41 per cent use the payment function in the PAYBACK app.
Download the charts to the app study
