“Consumers will download many apps, but not keep all of them.

“Some of the success in downloading the app is a reflection of its business success,” he said. “It is a combination of a transaction environment and a search engine. “I think it’s actually the Amazon business model that allows it to do couple of things,” said Lincoln Merrihew, senior vice president of client services at Millward Brown Digital, Boston. Convenience, easy navigation and cross-interface mindsets are all important tactics for brands to keep in mind when brainstorming ways to keep users from deleting their apps after a single use. The Internet conglomerate’s smartphone penetration still reigns supreme over other major retailers when it comes to mobile shopping, due in part to its mass appeal among college-age consumers. Amazon’s mobile application continues to gain wins among millennial consumers, as evidenced by 76 percent of digital shoppers who have made room for the app on their crowded smartphones, according to a report by Millward Brown Digital.

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