Regular users of smartphones are demanding and difficult to keep as loyal customers for any brands. Indeed, if they download an average of 3-4 new apps per month, they uninstall those that do not suit them, almost at the same rate (2-3 per month on average), as shown by the first barometer of mobile usage, produced by EBG , Open and Testapic, published on July 5, 2016.
The authors of the study sought to compare the perspective of mobile application users to the one of professionals who develop them on behalf of their organization. With an average of 36 applications installed by users, do professionals manage to truly take advantage of the mobile users interest for apps?
Three quarters of users uninstall the too slow apps. If mobile applications allow in theory, to connect to a brand, wherever one is, users actually use little mobility.
83.9% say they use mobile applications at night, and 88% would rather connect to it from home. This is to say the study authors that “the smartphone could become the remote control of the house.” When asked about the reasons why downloading a mobile application, 83.2% say it allows them to access a content they frequently consult. 49.2% of them appreciate they can frequently access content that interests them.
Just over a third of respondents cited the ability to receive notifications. They say they are willing to tolerate up to five notifications per day per installed application, if they are considered useful (an average of 180 notifications per day, ie).
Professionals, meanwhile, consider it should be limited to two notifications per day, for not being perceived as intrusive. Note that these are the notifications of social networks, banks and media that are best accepted by users.
To choose the applications they install, more than half (54.9%) of respondents claim to rely on word-of-mouth. There are 44.4% of them who trust the comments of other users and 41.3% oh them who trust the notes they find on online stores.
Once installed, a mobile application, the three main uninstall patterns are: app being slow (73.7%), too intrusive notifications and advertisements (65.8%), and the lack of interest for the application (61%). The professionals underestimate meanwhile the importance that users give to app speed, and that is 31.7% of them.
Finally, the authors of the study point out that it is the banking applications that are considered most useful (84.1%), followed by social networking applications (74.4%) and transport applications (at 72 , 5%).
The amounts allocated to the development of mobile applications rose 33% last year, suggesting that professionals should really consider the subject. The amounts allocated to the development of mobile applications rose 33% last year, suggesting that professionals should really consider the subject.
The question remains whether it is best to develop a mobile application by brand, or by type of use, on which professionals are shared, 44% of them are indeed in favor of a segmentation by use, and 56% are against that. Regular users of smartphones are demanding and difficult to loyalty for brands.
When asked about topics that seem unavoidable to them in the next two years, professionals and users have different views. Mobile payment is thus a strategic issue for 71.1% of professionals, connected objects applied for every person stands in the views of 56.4% of them, and proximity detection by devices concerns 46.9% of respondents.
Users are interested in turn in having a connected house (61.9%) and a second user concern would be the quality of mobile networks (57.1%). 50.4% of users also became interested in mobile payment.