Increasing your brand awareness is a surefire way to ignite your customer base.
Not only that, but mobile apps make life easier for mobile device users, which is why business owners should make efforts to tap into this lucrative mobile market.
Why more businesses need mobile apps
With people increasingly buying mobile devices everyday, companies are taking advantage by launching smartphone apps to connect their customers to their brand. But often times they are not delivering apps that cater to what consumers really want.
Technology performance company, Compuware Corporation, recently conducted a global study with 3,500 respondents to find out what consumers’ expectations are when it comes to mobile applications.
“With consumers expecting greater experiences with mobile apps now more than ever, fulfilling those expectations doesn’t just happen – it takes a conscious effort throughout every stage of the design and development process to get it right,” said Stephen Pierzchala, Technology Strategist, Compuware APM Center of Excellence.
“Performance is a crucial contributor to providing a dependable mobile app user experience, so performance should be considered a key driver in the design process. Mobile applications need to focus on a core utility, and they need to be fast and reliable in order to be valuable.”
Here are some of the key findings outlined in the Mobile Apps : What Consumers Really Need and Want report:
1. Consumers want their apps to take full advantage of the specific capabilities of their particular mobile devices.
One of the biggest appeals of purchasing a smartphone or a tablet is the apps that are available to download and use, so being conscientious of why consumers are buying particular devices is important in the design process.
2. Consumers want proactive and relevant information and services.
Three key things that consumers want our of mobile apps include easy access to product and store information; help planning and navigating trips; and the ability to communicate in real time.
3. 4 out of 5 users expect an app to launch in 3 seconds or less.
App users expect their mobile apps to load as fast as, or faster, than a mobile website so businesses need to strive for optimized satisfaction levels in both mobile web and app channels.
4. 79 percent of consumers will retry a mobile app only once or twice if it fails.
The poor mobile app experience is likely to discourage users from using that app again. Consumers would also be likely to not purchase from the company and switch to a competitor’s app, so increasing user satisfaction and engagement through optimized design, functionality and ease of use are critical.
5. 64 percent of mobile phone time spent using apps.
Apple’s App Store has now reached 25 billion downloads Android’s app store has reached 15 billion downloads so apps are a true global phenomenon with mass consumer appeal.
Given consumers spend over half their mobile phone time using apps, businesses would benefit from developing an app to allow customers to connect to their business.
6. Optimize your app for the device your customers use most.
Businesses need to prioritize based on customer profile. This means that they need to gather and analyze data to determine which device their customers are using the most and optimize their mobile app for that device.
7. Mobile apps that look great but perform poorly can damage your brand.
While apps are generally efficient and convenient, consumers are not afraid to vocalize complaints about an app’s shortcomings. If a mobile app is not fast and responsive, it will get poor reviews, low ratings and low adoption numbers which impairs brand perception.
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More and more people are purchasing smartphones every day. Because of this, mobile apps are steadily becoming the new means of effective communication between businesses and their consumers.