2014 Holiday Shopping Alert

New Research Shows Mobile Devices Have Changed Shopping Habits of 83 Million Americans

SAN JOSE, CA--(Marketwired - Nov 20, 2014) - Apigee® today announced that nearly two out of three U.S. adult smartphone owners -- or 83 million people -- report that mobile phones or tablets have changed how they shop, according the Apigee Institute's 2014 Digital Impact Survey. This survey, created in collaboration with Stanford University's Mobile Innovation Group (MIG), shows that mobile devices are heavily impacting the holiday shopping habits of nearly 21 million more Americans as compared to last year's survey, an indication of the growing significance of smartphones and mobile apps in retail. According to the survey, Americans expect to spend $14.5 billion via mobile devices during the 2014 winter holidays.

The Apigee Institute is the research and strategy arm of Apigee, developer of a leading software platform for digital business. The Institute is dedicated to helping Global 2000 companies extend their leadership in today's app economy. Its annual Digital Impact Survey is designed to study how mobile apps are changing consumer behavior, how this is changing over time, and what these changes mean for enterprises, especially in the retail sector.

This year's survey shows that smartphones and mobile apps continue to impact consumer shopping behavior in the U.S., and that their impact has increased significantly in the last year. Other key findings of the survey include:

• Smartphone owners expect to spend 40 percent ($5.8 billion) of their mobile spending during the 2014 holiday season through mobile apps.
• More than 90 percent of smartphone owners expect department stores to provide key services via apps within the next two years. In last year's survey, only 67 percent shared this expectation.
• Almost three-quarters (74 percent) of smartphone owners say they would be more likely to shop at a store offering key functions and services via an app; this represents an increase of eight percentage points or 11.2 million smartphone owners since last year's survey.
• Approximately 18 percent of smartphone owners say they've started shopping at a new store simply because of its mobile app.
• More than three in five U.S. smartphone owners (63 percent) report using apps to shop at least once a month (up from 56 percent in last year's survey).

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