One in Two Men Use Apps to Support Their Purchase Decisions

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55 per cent of British males use apps to support their purchase decisions, according to a survey from Rakuten Linkshare.

Cash-back apps were most the popular category, used by over a quarter of men under the age of 45.

20 per cent of men aged 18-35 have a barcode scanner app on their phone, and 16 per cent use dedicated shop apps from specific brands, while 19 per cent of 26-35 year olds use QR code apps.

“Men’s fashion online is big business and brands shouldn’t underestimate the power of the digital channel to influence this market,” said Rakuten LinkShare MD Mark Haviland. “Men have cash to splash online and their smartphones and apps are an essential part of this retail journey. By adapting to an omnichannel strategy, fashion brands have a far greater chance to make an impact and drive sales with this key audience.”

The study also found that 42 per cent of young men would be encouraged to buy if targeted with an ad that offered free delivery or a discount.