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Anand Jain

Anand Jain is currently the Co-Founder of CleverTap. Previously, he was the founding CTO of, Indian local reviews and recommendations platform out of Mumbai, India.

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Changes in App Usage Patterns of Consumers during Festive Season

The app store is flooded with apps of all kinds. In their quest to gain traction and increase conversion businesses and startups are coming up with apps that are compatible with all major platforms to reach a larger audience.

Photo Credit : ShutterStock,

Mcommerce has boomed exponentially in the last five years. Users have gradually shifted from PC’s to smart devices. App users are now used to the convenience of buying through their phones or phablets. Several factors have been responsible for this shift of users from PC’s to handheld smart devices. Cost effective and user-friendly devices coupled with affordable internet plans, distraction free app interface and the security of safe payments are some of the major reasons driving users towards buying from app.

The app store is flooded with apps of all kinds. In their quest to gain traction and increase conversion businesses and startups are coming up with apps that are compatible with all major platforms to reach a larger audience. Since the last couple of years the festive season has witnessed quite a lot of changes in app usage patterns of the users. Businesses are marketing their mobile apps aggressively to increase user engagement especially during the festivities.

There has been a slow but steady shift of buyers moving from traditional retail shopping to online buying through e-commerce and m-commerce platform for the convenience it offers. Mcommerce majors like Flipkart, Snapdeal and Amazon claim to have witnessed lakhs of transactions and recorded huge sales numbers during their festive sales. The sales figures of these apps reaffirm the fact that more and more number of people are now buying through mobile apps. Indian festivals are known for the pomp and joy they are celebrated with and Indian families splurge money on festivities by buying new clothes, shoes, gifts, appliances and more.

Users now feel more confident when they buy products online with the help of plastic money or net banking due to the secure payments. Users who do not use plastic money can still shop through apps that provide features like ‘try and buy’, cash on delivery and easy returns policy.

When e-commerce business announce festive sales consumers hold their shopping and watch out for deals and discounts that they might get during the discount sales to save some money.

Users prefer buying through mobile apps for a variety of reasons and their app usage frequency, engagement and conversion increases multifold during the festive discounts. Users keep a keen eye on app offered festive discounts to buy during the festivals. Gifting forms a major part of Indian festivals and buyers are on the lookout for some good deals and discounts for the same. The festive sales have everything from clothes to cooking appliances, footwear to phones, groceries to gadgets.

Normally a user would visit an app when he is shopping for a specific need but during the festivities users would shop for multiple goods while also looking for deals and discounts for gifting. During the festive sales apps throw in deals and discounts that are applicable only for app users. These app only discounts motivates users to install the app and purchase through it to avail the added benefit. To attract users and boost engagement, apps announce new discounts and offers every hour or execute flash sales. Users visit multiple apps repeatedly spend long hours within the app comparing products and looking for the best available deal.

Some apps offer attractive such discounts that users are lured into impulsive buying those good that they don’t really need. Sometimes users tend to add a few more products to their cart items to reach up to a gross purchase and get some added bank, wallet discount or cashback.

If relevant push-notification pop-up within the app when the user is in the mobile moment, they can easily lead to conversion during the festive sale period. Apps are announcing great deals and discounts and users are now spoilt for choice with so many options to choose from. Mcommerce will continue to perform exceptionally well this festive season.

Disclaimer: The views expressed in the article above are those of the authors' and do not necessarily represent or reflect the views of this publishing house

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mcommerce app store festive season

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