How to avoid seeing your mobile application uninstalled after a month
Regular smartphone users are demanding and difficult to retain for brands. Indeed, if they download an average of 3 to 4 new applications per month, they uninstall those that do not suit them at almost the same rate (2 to 3 per month on average), depending on the first mobile usage barometer, realized by EBG, Open and Testapic, and published on July 5.
The authors of the study sought to compare the point of view of users of mobile applications with that of professionals who develop them on behalf of their organization. With an average of 36 applications installed per user, do professionals really manage to take advantage of mobile users’ interest in apps?
Three quarters of users uninstall an app that’s too slow
If mobile applications theoretically allow you to connect to a brand wherever you are, users actually use them little on the go. 83.9% of respondents say they use mobile applications in the evening, and 88% instead connect to them from home. This makes say to the authors of the study that “the smartphone could become the remote control of the house”.
When asked about the reasons that lead them to download a mobile application, 83.2% of respondents said that it allows them to easily access content they frequently consult. 49.2% of them appreciate being able to access the content that interests them more frequently.
Just over a third of respondents cite the possibility of receiving notifications. They still say they are ready to tolerate up to five notifications per day and per installed application, if the latter are considered useful (an average of 180 notifications per day, editor’s note). Professionals, for their part, believe that they must limit themselves to two notifications per day so as not to be perceived as intrusive. Note that it is notifications from social networks, banks and the media that are most accepted by users.
To choose the apps they install, more than half (54.9%) of respondents say they rely on word of mouth. They are 44.4% to trust the comments of other users and 41.3% to the ratings they find on stores.
Once a mobile application is installed, the three main reasons for uninstalling are slowness (at 73.7%), overly instructive nature of notifications and advertisements (at 65.8%), and lack of interest from the application (at 61%). The panel of professionals underestimates the importance that users place on speed. They are only 31.7% to be aware of it.
Finally, the authors of the study recall that it is the banking applications that are considered the most useful (at 84.1%), followed by social network applications (at 74.4%) and transport applications (at 72.4%). , 5%).
Professionals held back by the costs of developing an application
The amounts allocated to the development of mobile applications have increased by 33% over the past year, which suggests that professionals are seizing the subject. The question remains whether it is preferable to develop a mobile application by brand, or by type of use, on which professionals are divided, 44% of them are in fact in favor of segmentation by use, and 56% are against it.
Despite everything, a certain number of reservations remain within the panel of professionals vis-à-vis mobile applications. The first brake, cited by 47.1% of respondents, concerns the development cost of the latter, estimated at 81,800 euros on average. Then come the difficulty in quantifying the ROI of an application (cited by 38.9% of respondents), and the relatively low contribution compared to other contact channels (cited at 27.3%).
This data contrasts sharply with the fact that almost half of respondents (42%) use their smartphone as a loyalty card, and that they are almost a quarter to estimate that the use of a mobile application encourages them to go at the store. Another element to take into account: 64% of respondents associate the quality of a mobile application with the image of a brand.
Asked about the subjects that they think are essential in the next two years, professionals and users are again out of step. Mobile payment is therefore a strategic subject for 71.1% of professionals, connected objects applied to the person for 56.4% of them, and proximity detection using devices such as beacons for 46.9% of respondents. Users are interested in the connected home (at 61.9%) and the quality of mobile networks (at 57.1%). They are 50.4% to be interested in mobile payment.