With the rapid increase in mobile devises — and the number of apps developed for them, it is imperative that retailers understand why and how consumers are using their apps.

As recently reported by eMarketer: “Consumers expect to receive something in exchange for their time and data usage. In a February 2013 study by market research firm Ipsos OTX and Ipsos Travel @dvisor, a full 50% of U.S. mobile device users said they used branded mobile apps in order to receive discounts and coupons; 20% said they used them to participate in contests, for which they were likely to receive prizes and other incentives.”

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