Online retailers experienced a bump in app transactions surrounding Amazon.com Inc.’s Prime Day on July 11, according to a new study from mobile app marketing firm Liftoff.
Liftoff analyzed 48 non-Amazon shopping apps, which included 844,069 app installs and 17,313 purchases during the seven-day period of July 8-14, which encompassed the three days before Prime Day, the day itself and the three days after Amazon’s 30-hour shopping event. Install rates and purchase rates were higher this week compared with the previous six-week period.
Liftoff finds that consumers purchased a lot more in non-Amazon shopping apps in the days immediately following Prime Day compared with the previous six-week average. On July 12, a Wednesday and the day after Prime Day, the number of purchases was 60.3% more in non-Amazon apps than they averaged during the previous six weeks, 70.7% more on Thursday, July 13, and 30.4% on Friday, July 14.
On Prime Day itself, however, these shopping apps experienced a dip in transactions as shoppers purchased 12.8% less than their previous six-week average.
Although not as high as the days following Prime Day, non-Amazon app transactions also were higher than average in the run-up to Prime Day: Apps generated 45.1% more transactions on Saturday, 13.3% more on Sunday and 37.2% more on Monday, according to Liftoff.
The annual summer shopping event is most beneficial for Amazon, but it does get smartphone owners in an online shopping mood that carries over to other e-retailers, Liftoff CEO Mark Ellis says.
“While shopping apps may want to avoid spending their marketing dollars on Prime Day itself, they shouldn’t give up too easily,” Ellis says. “’Prime Week’ presents a tremendous opportunity to drive meaningful sales and revenue by targeting new users before the holiday and retargeting existing customers after it.”
When looking at specific retailers, however, results for app opens on and around Prime Day varies widely, according to market research firm GfK SE’s KnowledgePanel Digital base, which tracks smartphone and tablet behavior data on 2,500 U.S. consumers.
Amazon’s unique mobile app visitors increased 72.3% on Prime Day compared with its previous eight-day average of daily unique visitors, according to GfK.
However, unique app users for Best Buy Co. Inc., No. 10 in the Internet Retailer 2017 Top 500, increased only 6.67% on Prime Day compared with the previous eight-day average. Macy’s Inc.’s (No. 6) app users decreased 11%, and Wal-Mart Stores Inc.’s (No. 3) app users increased 9% during the same period, according to GfK data.