Though about 7 of 10 smartphone and tablet owners download a shopping app after they have been exposed to the brand, 21% use shopping apps for discovery of what an unfamiliar brand offers, according to an Adobe survey. U.S. mobile-app users want retail-shopping apps mostly to avoid wasting trips to a store that may not have the item, according to a separate Harris Interactive study. Others are motivated by deals and feel that a retailer without a shopping app is "old-fashioned."

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