At the Digiday Retail Summit last month in Austin, Texas, we sat down with 53 retail executives to learn about their mobile strategies. Check out our earlier research on which platform media buyers find hardest to advertise on here. Learn more about our upcoming events here.

Quick takeaways:

  • Less than 50 percent of retailers in Digiday’s survey from the event have a mobile app for consumers.
  • Retailers believe their apps most effectively drive purchases, collect consumer information and improve customer loyalty.

Mobile apps are essential to e-commerce, but less than half of retailers have them
Only 45 percent of retailers Digiday surveyed have a mobile app for consumers. However more e-Commerce sales take place on a mobile app than the mobile web or desktop. A report from Criteo found that mobile apps were the largest source of online purchases in 2017, with 44 percent of online purchases occurring on apps, 23 percent on mobile web and 33 percent on desktop computers.

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