The negative effects of mobile retail app use: dealing with regrettable escapism

Hannah Marriott, Graeme McLean, Khalid Talib Sulaiman Al Nabhani

Research output: Contribution to conferencePaperpeer-review


The proliferation of smartphones and the continued advancement in technology has seen retailers adopt apps as a form of service delivery at an exhilarant rate. Many studies have reported the positive outcomes associated with such app adoption which enhance the customer experience, which has subsequently seen consumers adopting branded mobile apps for an array of needs and gratifications. In fact, it is reported that over 80% of UK and US consumers' total time spent on their smartphones is on apps. Despite such time being spent for utilitarian and hedonic purposes, such excessive time on mobile devices and mobile apps has prompted commentary and research on the addictive nature of smartphones (Barnes et al, 2019). With such high daily usage of mobile apps, the "always-on" consumer has been created whereby smartphones have become an extension of a persons' self. This research explores the negative effects of consumers' use of retailers' mobile applications.
Original languageEnglish
Publication statusPublished - 19 Dec 2020
EventAcademy of Marketing Science: From Micro to Macro: Dealing with Uncertainties in the Global Marketplace - Virtual Conference
Duration: 14 Dec 202019 Dec 2020


ConferenceAcademy of Marketing Science
Internet address


  • mobile apps
  • app addiction
  • retail applications

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