A global survey has indicated more consumers are turning to retailers’ mobile apps to streamline in-store shopping experiences and score personalised offers and deals.

Across 11,000 consumer respondents surveyed by Airship, 78% are using retailers’ mobile apps either more often or about the same as last year.

This preference for retail apps extends across age groups and household income levels. Generationally, 81% of millennials and 79% of Gen X report using retail apps more or about the same as last year, followed by 72% of both Gen Z and boomers.

High household incomes lead in regular use of retail apps at 82%, followed by 79% of medium and 75% of low income levels.

When asked about 10 different activities one might use their smartphone to accomplish while shopping in-store, using the retailer’s app grew the most year over year. Globally, 74% of respondents said they are likely to use the brand’s app when shopping at its physical storefronts.

For most countries and generations, the likelihood of using a retailer’s app while shopping in-store is only a few percentage points behind visiting the retailer’s website despite first having to download apps from the App Store or Google Play.

Airship says the data suggests that inflation and the current economy is driving more deal-motivated behaviors from consumers. It also demonstrates an opportunity for retailers to expand customer understanding as shoppers are more motivated to share personal information in exchange for valuable offers and convenient experiences that better meet their needs.

“Today’s consumers are increasingly turning to mobile apps from their favorite retailers to score deals, gain special access and improve their overall customer experience, particularly while shopping at brick-and-mortar stores,” said Thomas Butta, Chief Strategy and Marketing Officer, Airship. “As marketing budgets are pinched and consumers face economic pressures, retailers need greater agility to create and optimize valuable app experiences that grow customer understanding and reward them individually, making life easier and better for everyone involved.”