The latest retail report by Apadmi highlights that security and privacy are the main hurdles to mainstream acceptance of retail apps, and retailers have work to do to reassure consumers that the data they provide is safe.
The report surveyed 2000 UK consumers who use retail apps to better understand what consumers expect from an app beyond the traditional functions of browse and purchase.
Three-quarters (74 percent) of consumers said they were most concerned about the security of their information.
Consumers also want to know how their information would be used once they had provided it to retailers through an app.
Thirty-four percent said they don't like the idea of retailers storing their information because they didn't know what it would be used for.
Privacy is not just an issue for particular generations, as younger and older consumers revealed concerns about this issue.
More than a quarter (28 percent) of 18-44 year olds don't like the idea of stores retaining information about them such as shopping habits and prior purchases. Meanwhile, 36 percent of 45-54 year olds, 41 percent of 55-64 year olds and 44 percent of over 65s share the same concern.
In a statement, Nick Black, CEO of Apadmi, said, “Consumers are more willing to shop via a retail app than ever before, but retailers need to do more to reassure them that their personal information will be safe and won't be used for anything other than notifying them of deals and offers, or improving their shopping experience.
“It remains clear that until retailers can convince consumers that their information and data will be secure, mobile shopping apps will fail to reach their full potential.”