When it comes to mobiles, global consumers prefer apps over websites, according to a recent study of consumer mobile app expectations and experiences.
The report, published by Compuware Corporation, says 85% of respondents preferred apps, primarily because they are more convenient, faster and easier to navigate.
Designed to make life easier, consumers now associate apps with banking, paying bills, shopping, booking hotels and travel, as well as with staying productive and connected with both home and office tasks.
Consumers want apps that push out personalised content as well as offers and perks based on their interests, while providing the ability to share offers, news and product recommendations virally on their social networks.
"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," says Stephen Pierzchala, Technology Strategist, Compuware.
"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."
That said however, bad mobile app experiences will likely also be shared virally, which can result in poor reviews and low ratings that can impact adoption numbers according to the report.
Essentially, a poor mobile app experience is also likely to discourage users from using that app again.
When asked about the benefits of using a mobile app vs. a mobile website, those who experienced a problem with apps were:
- 62% reported a crash, freeze or error
- 47% experienced slow launch times
- 40% tried an app that simply would not launch
To read the survey findings report titled, "Mobile Apps: What Consumers Really Need and Want", click here
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