App channels are now worth £4.04 billion to British brands, according to research from Conjure.
The average UK consumer now spends over £89 a year through the app channels of consumer brands, a rise of 24 percent year-on-year.
This means that retail through apps now accounts for 0.3 percent of UK consumption overall.
The research also showed that Apple users spend more through apps than Android users, at around £89.36 per user compared to £62.80.
The number of app downloads per person held steady, with the average rising from 5.5 to 5.9 percent year-on-year.
However, 24.6 percent reported spending more time than ever on brand apps and 29.5 percent said they were using apps around the same amount as the previous year.
Sam Clark, Founder of Conjure, commented: "The process of buying a good or service through an app has become normalised. When it comes to putting their credit details into an app most Brits no longer have the fear factor, and most brands realise they need to have an ‘app window on the world’."
He added: "That said, brands can’t afford to get complacent – they’ve got to have a content strategy mapped out in advance, be ready to update their apps with innovative new features at least once every six months, and promote their apps as forcefully as possible through their other marketing channels.
"Most importantly, brands have got to listen to their customers when it comes to things like notifications – if they fail to do that they will almost certainly have their apps uninstalled before they’ve had a chance to shine."
The report surveyed 2000 British consumers and was conducted by OnePoll.
