In the second iteration of the Drum’s monthly chart series, in association with Ogury, we take a close look at trends surrounding holiday shopping and the top 10 trending shopping apps for the month of November.
As more holiday shoppers are shifting online to bag their holiday bargains, findings from Ogury, a technology company specialized in mobile journey marketing, discovers some interesting insights, including the rise of Black Friday apps and the increased engagement on discount/coupon apps.
With the Black Friday-to-Cyber-Monday weekend falling in November, usage and engagement on retail behemoth apps such as Walmart, Amazon and Best Buy was significant, but November’s ‘trending apps tell a different story. The trending apps list represents the apps with the greatest change in rank across the month of November.
When looking at active users, Black Friday specific app users were most active among this trending apps list, at 78.5% and 67.7% respectfully, and the BF (Black Friday) Ads app also had the highest amount of sessions per user at 8.1 sessions. This represents user demand for Black Friday deals and consumer interest in securing the greatest savings.
Another interesting (but not so surprising) finding is the usage of discount shopping apps. Black Friday gained popularity as more and more consumers crave a discount. This traditional holiday sales kick-off weekend boosts retailer profits while also alleviating the financial strain on the shopper. Looking at the trending apps list, no wonder users are most engaged on discount apps such as Bidderlo Auctions and deal - Sell, Buy, Trade. These marketplace apps that connect local buyers and sellers gained popularity over the festive season, with both apps in the top 5 for time per session. In fact, Bidderlo Auctions averaged over 12 minutes per session, as users spend more time bidding for the right price.
Unofficial discount shopping apps also made the trending list, with Shopper Browser for Wish and Coupons for Kroger both demonstrating increased possession growth over the month of November. The increased growth and engagement of unofficial retailer apps indicates that users still planned to conduct holiday shopping with their favorite retailers, but they wanted to do so at the best price possible.
November’s top 10 trending apps list reveal that users are hungry for discounts and will spend time browsing for the best bargains. With more than a third of all Black Friday sales coming from smartphones, understanding which apps are trending and what users are doing across their holiday shopping journey is paramount. As the holiday shopping season is in full swing and the retail showdown heats up, mobile users will continue sifting through various apps for a holiday steal and can be reached by brands when the price is right.
|APP||RANK CHANGE||POSSESSION GROWTH||ACTIVE USERS||SESSIONS PER USER||TIME PER SESSION|
Black Friday 2018
Coupons for Kroger
BFAds: Black Friday
Online Shopping Stores
Deal - Sell,