Corona has changed shopping and consumer behavior significantly. Due to lockdown(-light), people relied more on online and mobile shopping to buy gifts for Christmas. To study shopping trends before Christmas in 2020, Murmuras analyzed real-time shopping app usage & mobility behavior of 863 participants living in Germany. Data was collected from July till mid of December 2020 with participant's consent.
German consumers increasingly research and shop on their smartphones during black week and the weeks before Christmas. On average, participants spent more than 40 minutes per week on shopping apps during this time. Germany went into strict lockdown on the 16th of December, but online and mobile shopping behavior already showed a marked increase the week before.
Amazon is by far the number 1 shopping app in Germany. Men and women spend on average more than 50% of their shopping-app-time on amazon. It is also the number 1 shopping app for all age groups, and the most used shopping app on-the-go, for example to make price comparisons while in the city center.
Despite lockdown, since black week people spend more time in shopping apps while on-the-go. The mobility data collected in the Murmuras study shows when people looked at shopping apps while in the city center. We assume that people increasingly use shopping apps to compare prices during Christmas shopping in physical stores. However, this hypothesis cannot be proven in this study. In a future study Murmuras could also integrate context-triggered questions on the smartphone (“You just looked at the amazon app, while in Media Markt. Are you comparing prices?”) to prove our assumption.
For even more accurate behavioral insights, Murmuras app can analyze in-app content, if the user agrees and as long as it is GDPR compliant. This enables us to answer questions like: Which ads do people see and on which app/website? Do they click on it? Where and via which app do people buy products online? Which apps/websites do they use for price comparisons? If you want to know more about Murmuras’ study results or app, please get in touch.