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Amazon and SHEIN Are Young Europeans’ Most Used Brand Apps

Young Europeans want to interact with brands through their apps, and these are brands drawing the most onto theirs…

Written and Edited by the YPulse Editorial Team

Nov 9 2023
Western Europe

KEY TAKEAWAYS

Over two thirds of European Gen Z and Millennials are using a brand’s / store’s app right now
SHEIN’s app is especially popular among teens, though it ranks high for all young Europeans
Amazon is their top brand app overall, with features like a video feed and consult-a-friend keeping it interactive

With so many outlets to connect across—and social media always feeling like number one—brands need to know which platform is best to get direct engagement with Gen Z and Millennials. In YPulse’s recent WE Mobile / App Behavior report, young consumers in Western Europe were clear in their answer: they prefer to interact with brands on their phone through dedicated brand apps over other types of communication like emails, texts, chatbots, and even social media. So, brands should focus efforts on getting young consumers excited about downloading their app by making it more engaging and interactive—think loyalty programs, video feeds,...