Mobile consumers are becoming increasingly more interested in digital direct-to-consumer strategies from businesses, a form of selling products without any third parties involved. According to new Tapjoy research of over 11,000 consumers, almost two-thirds of mobile customers are more interested in buying directly through a brand rather than shopping through a retailer.
According to the research, 70 percent of consumers are interested in trying new products, and 64 percent claim they interact with more advertisements when they come as in-app rewards versus a social media ad.
Gen Z is one of the more heavily invested generations in digital customer experiences. Most shop on mobile devices and about 67 percent of the group shop online for convenience. Millennials step it up a level, with 90 percent shopping online for the convenience.
When it comes to shopping behavior, Millennials and parents tend to be much more loyal to brands than Gen Z. Most Millennials reported already being D2C customers, and three-quarters of parents use subscription services, while many of Gen Z are less willing to be loyal to a single brand.
63 percent of Gen Z prefers to shop directly from a brand versus retail. Millennials and parents are a similar statistic, with 63 percent of millennials and 64 percent of parents in this category.
The most common types of purchases across all groups focuses on clothing, housewares, and other accessories. 88 percent of Gen Z shops for clothing using a mobile device compared to 51 percent of Millennials.
The survey results tell a clear story: mobile ads are a great opportunity for direct-to-consumer marketers. They often generate more engagement than social media ads, and they provide opportunities for personalized interactions.
E-commerce will be expected to account for 6.6 percent of all CPG sales, with direct-to-consumer activities set to be responsible for 40 percent of this growth.