Failing to meet mobile app user expectations

Users are reaching for mobile devices numerous times every day specifically to use mobile apps. The power and freedom of connected mobile computing continues to raise expectations but users have little patience for problematic apps. Mobile device users heavily rely on peer reviews and star ratings to help them choose their apps. Once a mobile app is installed, that app is judged for its speed, responsiveness and stability which define the user experience and overall satisfaction. Yet this study finds that users are experiencing app issues regularly. Critically, this report reveals that apps that exhibit issues are quickly abandoned after just a couple of occurrences.

For a company who creates mobile apps, while good performance can lead to satisfied user and app downloads, poor performance will result in quick app abandonment. The findings indicate that the key to loyal customers from mobile apps is directly related to the mobile app performance, stability and resource consumption. Metrics defining the mobile app user experience must be measured from the customer’s perspective and ensure it meets or exceeds expectations at all times. The consequence of failing to meet user expectations is not only app abandonment – it also leads to a tarnished brand with lost revenue opportunities from both current and future users.

Key Findings

• Mobile App Users are impatient
  • 61% Expected apps to start in 4 seconds or less
  • 49% Expected apps to respond in 2 seconds or less

• Users are intolerant of issues and are quick to abandon mobile apps
  • 80% Indicated they will only attempt to use a problematic app three times or less
  • 53% Uninstalled or removed a mobile app with severe issues like crashes, freezes or errors
  • 36% will stop using a mobile app due to heavy battery usage
     
• Users blame the mobile App and the company who made it
  • 55% Hold the app responsible for performance issues
  • 37% Stated that mobile app crashes or errors make them think less of a company’s brand

To find out more please download the full report.