PYMNTS found that mobile apps draw this demographic to gas stations
By NACS Online
Which consumer segment is more likely to use mobile apps at the pump? High-income millennials, according to an analysis by Pymnts.com. This demographic—born between 1978 and 1995 and earning between $75,000 and $150,000—enjoys the convenience and speed of mobile apps, especially when paying for gasoline.
More high-income millennials (65%) stop by to gas up at least weekly compared to all consumers (58%), with half of the high-income millennials saying they pay for fill-ups using a mobile app approximately 75% of the time. The analysis also discovered that 24% of sample consumers used mobile apps to pay for gas 90% of the time, compared to 12% of high-income millennials.
High-income millennials use mobile apps to search out the best price on gas, locate a gas station, receive directions and find loyalty programs. Popular apps include GasBuddy, Google Maps, Shell Fuel Rewards, Speedway, Gas Guru, Waze and ExxonMobil.
This age group also want apps that are convenient and reward loyalty. High-income millennials enjoy apps with these functions and would visit a gasoline station more frequently if the retailer’s app had those activities. “For gas station businesses, focusing on the needs of high-income millennials could have wide-ranging benefits, because they closely align with those of a broader consumer base. Any mobile app offered by a gas station should focus on helping their patrons save money, provide rewards for their loyalty, find the business easily on their phones, help navigate consumers to their location and make their hours of operation easily accessible,” PYMNTS concluded.