Consumers prefer apps to mobile websites


Apps are more convenient, faster and easier to navigate say consumers irritated with mobile websites

Consumers are tired of poor performance from mobile websites, according to a new survey. The majority of mobile internet users prefer to use apps when available to avoid using mobile websites, which are plagued with problems.

The survey reveals that global consumers prefer mobile apps over mobile websites. When asked about the benefits of using a mobile app versus a mobile website designed specifically to be viewed on a mobile device, 85% of the survey respondents preferred mobile apps, primarily because apps are more convenient, faster and easier to navigate.

Altogether, 78% of respondents expect mobile apps to load as fast as or faster than a mobile website.

However, apps were not found to be error-free. Among those who experienced a problem with mobile apps, the survey, from Compuware Corporation, a technology performance company, showed that 62% reported a crash, freeze or error, while 47% experienced slow launch times. A further 40% of those who had tried an app found one that simply would not launch.

A poor mobile app experience is also likely to discourage users from using that app again, the survey noted, with 48% of respondents stating they would be less likely to use an app again if dissatisfied with its performance once.

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. However, bad mobile app experiences will also be shared virally, which can result in poor reviews and low ratings that can impact adoption numbers. With 84% of users stating app store ratings are important, app store reviews need to stay positive, said Compuware.

Mobile applications are thought to make life easier by streamlining calendars and grocery lists, offering entertainment while in line and making it easy to collaborate with co-workers, the survey showed. 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.

The survey of more than 3,500 global respondents sought to answer what consumers really need and want when it comes to mobile applications. While the answer to this question is ever changing, there are a few basics, including: easy access to product and store information; help planning and navigating their trip types; and the ability to communicate in real time.

'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,' said Stephen Pierzchala, technology strategist, Compuware APM Centre of Excellence. '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.'


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