As a hosting company that provides a service for many businesses that develop mobile apps, we thought it would be handy to provide our customers with some insight into mobile user habits.
Our latest research released this month looks into the mobile phone behaviours of 1,000 Brits. And with Ofcom having just revealed Smartphones have for the first time overtaken laptops as the most popular device for getting online, it couldn’t be more appropriate.
Although each mobile app often has a different target market, generally it’s good to have some idea of the overall picture and how people are using this technology. It was disappointing to learn from our research, though, that 2 in 5 respondents admit they frequently delete their mobile apps.
What does this mean?
For those rushing to create apps to reach the growing number of people browsing the internet via mobile phone, it’s disheartening to learn that just because a consumer has downloaded your app, it doesn’t necessarily mean it’s there to stay. Although a third of the people we spoke to said the main device they use to access the Internet is their phone – which mirrors Ofcom’s findings – 1 in 5 regularly delete apps within just three months of downloading them.
The reason for users deleting the app, was that they rendered it ‘useless’.
Our research doesn’t mean that the app world will soon be no more, though. In fact, according to a study last year, 52 per cent of the time consumers spent online occurred within Smartphone and tablet apps. Our report should in fact be seen as an opportunity for people to look at ways an app can stand apart from any competitors, and how to encourage consumers to keep it.
Why are consumers deleting apps?
There are many reasons why a consumer might delete an app and these reasons may have absolutely nothing to do with the app, or the brand, itself. Apps aren’t treated in the same way as browsing a website on a desktop device, say, because they take time to download, and they also take up storage on a device. It’s not unlikely that a user will reach the storage capacity on their phone and look at the apps they rarely use before they even think about deleting music, videos, or photos. If they haven’t used the app since they first downloaded it, why not?
So what should you do?
This does present a problem to those investing resources into developing an app, however. Offering a consumer a one-off promotion may get them to download the app, but to keep them you might have to continuously provide them with perks so it’s worth them giving up storage space on their phone for it. Look at what your competitors are, and aren’t, offering. Consumers are likely to switch off to the same old ‘10% off’ offer, so if it’s that that your competitors are offering, maybe occasionally give your app users a code for 20% off products or services. The focus may need to be shifted slightly, so that the same attention is being given to what’s being offered on the app as the look at feel of the technology itself.
To learn more and view the complete research report please visit: www.34sp.com/mobile-phone-survey.