A report published by mobile app developer, Apadmi suggested that whilst the online sales market continues to rise and cut into the market share of physical stores, many consumers opt against using designated retail apps. Only 17% of respondents reported using a retail specific application compared to 55% who said that they would prefer using online services rather than going in-store as they felt it is quicker with less hassle. This is especially prevalent with millennials, between ages 18-24 of which 75% stated that they would comfortably shop online. However, 54% of respondents noted that they would be more likely to use retail specific apps should they offer better rewards and incentives.