Interactive multichannel retailer HSN Inc. has launched a new application for Google's Android operating system that lets consumers make purchases using their handset.
The HSN Shop application, which was originally launched on the iPhone in August 2009, is now available as a free download in Android Market to serve a wide variety of Android devices. Along with a library of original videos, the application enables users to customize their shopping experience with their favorite categories and save preferences for future visits. Google has done a good thing with their Android platform-like the iPhone platform, they made it easy to build an app for, and we took advantage of it, "said Brian Bradley, executive vice president of HSN.com and advanced services at HSN Inc., St. Petersburg, FL. "We saw launching an Android app as an opportunity to reach more of our customers. "I see the iPhone and Android demographics as pretty similar, and similar to our overall core demographic, which skews female, but maybe slightly younger than our typical customer, and in some ways a little more tech-savvy," he said. "We have a couple of core strategies, one of them being HSN everywhere, give her the opportunity to engage with us on her own terms, wherever, whenever she chooses to shop with us. Marketers and retailers have been waiting for the m-commerce revolution, and, according to a Motorola report, more than one-half of Internet users worldwide made a mobile device part of their shopping activities in December 2009. Generation Y respondents came out ahead on every measure of mobile shopping activity that Motorola studied, while boomers lagged behind. In some cases, the usage gap was significant. Gen Y users, for example, were 6.5 times as likely as baby boomers to have gotten coupons or special offers via mobile.
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