Apigee Survey: Mobile Holiday Shoppers Warn Retailers

57% of app users say they would consider purchasing their holiday gifts on a mobile device, and

82% say there are benefits, including secret shopping and buying embarrassing items;

54% warn retailers of the consequences when they don’t provide an app

PALO ALTO, Calif. – Aug. 23, 2012 Apigee, the API company, today announced the findings of its 2012 Holiday Shopping survey of over 2,200 American adults, aged 18 and older, conducted online on its behalf by Harris Interactive in August.  The survey, which was drafted based on Apigee’s knowledge of mobile apps, found that three out of five (57%) mobile app users[1] would consider purchasing their holiday gifts this year on a mobile device.  The top items include:

  • Books – 32%
  • Electronics – 31%
  • Gift cards – 27%
  • DVDs/Blu-ray Discs – 26%
  • Clothing – 24%
  • Toys – 20%

When asked about the benefits of using a mobile device to buy gifts this holiday season, 82% of mobile app users said there are benefits including,

  • Browsing for deals wherever you are – 50%
  • Performing price comparisons inside a store – 48%
  • Using a mobile device to find a retail store – 40%
  • Redeeming electronic coupons – 38%
  • Secretly shopping without a spouse/significant other knowing – 25%
  • Buying embarrassing or personal items without using a work computer – 14%
  • Sneaking shopping time in at work – 12%

And mobile app users are speaking out about what it means when a retailer does not provide a mobile app.  More than half (54%) say there could be consequences when a retailer does not have a mobile app.  The top concern was that they could waste a trip to the store looking for items they don’t carry (30%), followed by:

  • I could lose out on the best deals the store offers – 25%
  • It makes me think the retailer is old-fashioned – 19%
  • I could lose time – 17%
  • I could lose money – 12%
  • It could hurt my loyalty to the store – 7%

A further 7% said it could even make them think the retailer doesn’t respect its customers.  Interestingly, the Millenials[2] are the generation most likely to say there will be consequences, and men are more likely to say so than women (58% vs. 49%).

“These findings demonstrate that the app economy is having a big impact on the way we live, and people are increasingly demanding a lot more from the apps they use every day," said Chet Kapoor, Apigee CEO.  “APIs are the ‘magic ingredient’ in mobile apps, and Apigee’s new API platform is helping build a digital world where we all shop, communicate and connect across apps on trillions of mobile devices.”

The survey results come as Apigee announces today the next generation of its API platform.  For more information, please go to http://apigee.com/about/pr.

About Apigee

Apigee is the leading provider of API technology and services for enterprises and developers. Hundreds of companies including Walgreens, Bechtel, eBay, Pearson, and Gilt Groupe as well as tens of thousands of developers use Apigee to simplify the delivery, management and analysis of APIs and apps.  Apigee's global headquarters are in Palo Alto, California, and it also has offices in Austin, Texas; Bangalore, India; and London. Learn more at www.apigee.com.

Survey Methodology

This survey was conducted online within the United States by Harris Interactive on behalf of Apigee from July 31- August 2, 2012 among 2,262 adults age 18+. This online survey is not based on a probability sample and therefore no estimate of theoretical sampling error can be calculated. For complete survey methodology, including weighting variables, please contact Tom Carpenter.

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Apigee is a registered trademark in the U.S.  Other product or company names mentioned may be trademarks or trade names of their respective companies.

Media Contact:

Tom Carpenter

Grayling Connecting Point

t. 415.442.4018 

m. 415.902.4495 

email: press@apigee.com




[1] Have made purchases on mobile apps and would consider purchasing items on mobile apps this holiday season

[2] Aged 18-34