A new report from YouAppi says 85% of holiday shoppers expect to shop with a mobile app this year. For retailers and e-commerce businesses that have payments apps in place, this could be great news. For those who have been slow to implement mobile payments strategies, it could prove challenging.

The report says 95% of marketers expect this to be good new for sales with 54% highlighting opportunities to engage with customers, 50% the chance to generate revenue and 49% with more possibilities to provide shoppers with rewards and incentives.

One of the most interesting aspects of the report is the disconnect between marketers and customers. For example, 60% of marketers believe in app payments are the most effective while only 5% of customers agreed. YouAppi said consumers prefer to pay with a credit card from an existing profile (35%), by Paypal (30%), entering their credit card directly (28%) or Apple Pay or Android Pay (9%).

The research showed shoppers have big issues with mobile payments apps usability. 36% wanted easy use, 35% fast app speed while 31% liked moving quickly from the app to the store site and back. The research also showed that 62% of Generation Z users won’t use it difficult to navigate app and 60% will leave the online store if the app is slow to load.

What shoppers want

Shoppers have very clear expectations and there are opportunities for sales if marketers can meet some of these preferences including:

– 60% said special offers get their attention including coupons (40%) and personalized offers (22%)

– 54% will watch a video if they get a reward but only 15% of marketers are planning to offer this incentive.

You can download and review YouAppi’s report here.