Insights from the latest mobile app stats: companies agree that mobile apps are a vital and yet, they lack insight on how their apps are performing.
There’s a narrative emerging from the latest mobile app stats. Companies agree that mobile apps are a vital channel for engaging with consumers. And yet, they lack insight on how their apps are performing, and as a result, many company apps aren’t living up to expectations. Negative results include customers who turn to competitive brands for information, and lower-than-hoped-for sales in the mobile channel.
Here’s a round-up of corporate mobile app stats today:
- 71% of retailers surveyed agree or strongly agree that mobile apps will become the single most important touch point for engaging with consumers in the next one to three years. – Artisan
- Only 46% of businesses surveyed report that they’ve implemented a mobile analytics solution despite the fact that understanding the mobile channel is critical for improving consumer engagement. – Forrester
- 31% of consumers report they are less likely to spend money with a company if they have a poor mobile app experience. – Akamai
- Only 11% of e-commerce sales came from mobile commerce in 2012… which means there is huge upside potential if the mobile experience improves. – eMarketer
- 34% of consumers report that if they have a bad experience with a company’s mobile app, they are likely to switch to a competitor’s app the next time around. – Akamai
The stats aren’t encouraging for corporate app developers. But there is a way to improve the outlook. Companies need to radically increase app usage analysis and optimization efforts.
In the Forrester report linked above, the analyst firm cites one example that highlights just how positive the impact of app optimization can be. Priceline increased conversions 400% just by simplifying its checkout process.
Understanding how users interact with a mobile app makes a huge difference. Monitoring, testing, improving – these are the steps in a virtuous cycle of app optimization. Rinse and repeat.
Becky is the Senior Content Marketing Manager at TUNE. Before TUNE, she led a variety of marketing and communications projects at San Francisco startups. Becky received her bachelor's degree in English from Wake Forest University. After living nearly a decade in San Francisco and Seattle, she has returned to her home of Charleston, SC, where you can find her enjoying the sun and salt water with her family.