The world of US mobile shopping is more competitive than ever. With millions of consumers turning to their smartphones for everything from grocery orders to fashion hauls, the demand for seamless, mobile-first e-commerce experiences has never been higher. For app developers and marketers, the real challenge lies not in finding the audience, but in standing out in a saturated marketplace.
Mobile OEM (Original Equipment Manufacturer) advertising is a unique form of advertising that offers distinct advantages. It involves placing ads directly within the device ecosystem, including preloads, native app stores, and smart recommendations. The key advantage of OEM advertising is that it allows brands to engage shoppers in trusted, fraud-resistant environments, often at moments of highest intent. This unique approach is what sets OEM advertising apart and makes it a compelling strategy for app developers and marketers.
Why North America’s Market Needs Fresh Solutions
The North American market needs fresh solutions. With an impressive 57% of Cyber Monday sales in the US made via mobile devices and digital ad spending reaching staggering levels, the market is saturated. Google and Meta continue to dominate, but this comes at a price: skyrocketing acquisition costs, declining efficiency, and an endless battle for user attention. This is why the North American market urgently needs fresh solutions, such as OEM advertising, to cut through the noise and reach high-value shoppers.
Meanwhile, over 73% of e-commerce transactions in the US already occur on mobile devices, making mobile shoppers the most important audience segment for growth. But reaching them effectively through traditional platforms is no longer enough. OEM advertising introduces an alternative path that emphasizes incremental reach, higher trust, and cost efficiency.
US Mobile Shopping Behavior
Understanding the Habits of Mobile Shoppers
Understanding the habits of mobile shoppers is crucial. North American consumers are discerning, digitally savvy, and demand personalized experiences. Loyalty is not guaranteed—users often juggle multiple apps for comparison before making a purchase. In fact, a significant portion of US mobile shopping users abandon their carts if the checkout process feels cumbersome or if deals are not instantly visible. It highlights the importance of app marketers targeting and engaging these users strategically.
It creates a challenge for app marketers. It’s not just about getting users to download an app, but ensuring they stay engaged and ultimately transact. OEM ads support this journey by positioning apps directly in front of mobile shoppers at key discovery points—whether they’re setting up a new phone, browsing an OEM app store, or exploring recommended apps.
The OEM Advantage in a Crowded Market
So, what makes OEM advertising different from traditional digital channels in the context of US mobile shopping?
- Incremental Reach: OEM placements enable marketers to capture audiences that Google and Meta cannot deliver.
- Trust and Visibility: Ads appear in environments curated by the device manufacturer, reducing fraud and enhancing credibility.
- High-Intent Moments: Ads are delivered when users are actively seeking apps or services, resulting in higher conversion rates.
- Segmentation Power: OEMs can target campaigns by device type, region, or even user behavior, helping quick commerce and e-commerce apps connect with the right segments of North America’s diverse consumer base.
Early Signs of Success
Globally, OEM advertising is showing stronger engagement and install rates than many traditional channels. For e-commerce brands in North America, this translates into not just downloads, but high-value users with stronger retention and lifetime value.
The evidence is clear: as competition intensifies and costs rise, app marketers must diversify their channels. OEM ads don’t replace existing campaigns but complement them, adding incremental value and ensuring apps remain visible to the right audience. By diversifying your channels, you can be reassured that your app will remain visible and competitive in the market.
Why App Developers Should Pay Attention
The United States is projected to exceed $100 billion in social commerce by 2026. This statistic highlights the extent to which individuals rely on their mobile devices for shopping. E-commerce app growth in North America depends on engaging mobile-first consumers where they are most comfortable—inside their devices. OEM advertising provides exactly that: a way to be seen by mobile shoppers in authentic, trusted spaces.
For developers, this means going beyond performance marketing and establishing a direct presence within the user’s ecosystem. For marketers, it means reaching audiences that are increasingly difficult to find through traditional campaigns.
Conclusion:
The next stage of US mobile shopping growth will belong to brands that can strike a balance between discovery, trust, and cost efficiency. Mobile OEM advertising offers a powerful way to achieve this by delivering incremental reach and high-value users in one of the world’s most competitive e-commerce landscapes.
App developers and marketers who embrace this strategy today can capture shoppers tomorrow—before their competitors do.
👉 Want deeper insights and strategies tailored for North America? Download the AVOW Mobile OEM Advertising Playbook for E-Commerce Apps and discover how to unlock growth through OEM advertising.
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