If you and your partners are still at loggerheads over the idea of a retail mobile app, here’s some insight that might clear the air. A new report suggests consumers prefer apps (85 percent) to mobile sites. Few common reasons that can be attributed for this strong inclination:
apps are viewed as more convenient (55 percent)
they are faster (48 percent), and
offer easy browsing (40 percent)
Consumers have high expectations from mobile apps, with more than 40 percent of the respondents expecting a quicker load time over mobile websites. About a third stated that they want apps to load in a second or less while smartphone users, on average, expect a load time of two seconds.
Unfortunately, high expectations don’t have a correlation with real-world usage: more than 50 percent of those surveyed reported a problem with one or more mobile apps in the last six months.
A last year’s survey showed that smartphone owners are more patient with mobile web, expecting a load-time of four seconds.
Another study reveals that in the US, around 30 percent of the top 100 retailers don’t have mobile apps; others who had suffered from lack of features.
In the App Store, iOS apps managed an average rating of close to 3 stars out of 5, while Android apps on Google Play just got over 2.
On iOS, the biggest problems were:
- lack of features (more than 25 percent)
- frequent crashing (more than 20 percent)
- poor design (about 20 percent)
For Android, maximum complaints came from:
- crashing (over 30 percent)
- app not functioning as intended (over 25 percent)
- lack of features (25 percent)
Less than satisfactory retail mobile app experience is therefore, likely to detract a large target audience from trying out the app again. So, if you decide on apps, make sure they are fast, free from bloatware and optimized for the particular OS.