In 2015, mobile accounts for approximately 30% of all e-commerce transactions, one-quarter of which are driven by apps. Often dismissed as primarily an engagement tool, mobile apps are growing in popularity among mobile shoppers. In the US, mobile users spend 6x longer in apps than on mobile websites, while 65% of the time spent on mobile in the UK every day happens in apps. Today, mobile apps function as sales drivers, loyalty builders and engagement platforms. Unprepared brands are missing out on potential revenue and customers.
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