There are rapidly aging facts about how mobile applications have changed the shopping behaviors of customers. Mobile apps, in their current form, demand space on the most personal devices people own and use daily but an app’s significance and desirability falls across a wide spectrum.

Particularly for retail apps, attributes that describe value like better, faster, easier, cheaper, safer and so on are regularly used to paint a piecemeal picture of the intentions or more accurately, the retailers’ presumptions of why people download and use their app.

But, as this paper aims to discuss, there are more primal reasons that explain why apps are downloaded and continue to be used. By understanding those characteristics, retail businesses consciously engineer mobile apps their customers would want to download, continue to use, and derive value.