What do 100% of mobile users want? No fails!

The rush to make everything mobile has generated new ways to do business, new ways to organise ourselves and new ways to communicate, but mobile apps aren't your father's mainframe, desktop or laptop applications.

Nope, mobile apps exist in a world where not only is the underlying network transport anything from great to non-existent (which leads to all sorts of complexities), but also the polish and brio of leading mobile apps has created user expectations that, if I were to hazard a guess, are an order or two of magnitude greater than enterprises are used to delivering!

The issue of vastly greater mobile app user expectations is, I'd suggest, pretty much all Apple's fault. If only Steve Jobs hadn't been so obsessive about design values and perfect execution, all of the mobile app development shops would have a much easier time of it. But no, Apple DJ (During Jobs) produced the iPhone, the iPad and iOS, and along with those platforms the idea that apps should be slick, polished, responsive and beautiful became the norm.

If you doubt that users feel that way, consider a recent survey: The 2012 Mobile App Review by Apigee, a company that provides API-based services to support mobile apps. This survey (conducted online in October) of more than 500 U.S. mobile app users aged 18 and older, revealed some interesting stats.

First of all, 44 per cent of those surveyed said that poor performance would make them delete an app immediately. Moreover, 18 per cent of them admitted they would delete a mobile app if it froze for just 5 seconds. Just think of that. Five seconds at best, immediately at worst.

What's interesting about this low tolerance is the app could be trying to retrieve data from a slow remote server over a slow network, but if the app appears to be non-responsive, users will more-or-less immediately rate it to be a fail. Apps need to be built to deal with users whose patience has shrunk from minutes in the 1990s to seconds in the 'aughts, and now to milliseconds here in the 'teens.

The survey also found that freezes (76%), crashes (71%), and slow responsiveness (59%) were major deal-breakers, as was heavy battery use (55%).

The survey also found that how the app publisher responds will make a big difference in how users feel about a problematic app. Almost 90 per cent said the No. 1 thing that will make them feel better about a failing app is if the publisher fixes the problem quickly with 46 per cent wanting personal responses and 21% wanting a public apology (it's worth noting that failing to apologise appears to get 100 per cent of Apple execs fired).

So, when you plan to release your next mobile app , whether it's developed in-house, bespoke developed, or a commercial product, think very carefully about how the app looks, feels, communicates, how it might fail, and how you'll handle problems if anything goes wrong. One hundred per cent of users will 'like' you for making the right decisions.

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Top tips to uncovering consumer insights for business innovation

An in-depth understanding of consumers sits at the heart of what we all need to do, but we know it’s not always easy to uncover insights that will unlock a true innovation opportunity.

Matt Whale

Managing director, How To Impact

Is your customer experience program suffering bright shiny object syndrome?

You may have heard of ‘bright shiny object syndrome’. The term is used to describe new initiatives undertaken by organisations that either lack a strategic approach, or suffer from a failure to effectively implement.

Leveraging technology to stand out in the sea of sameness

The technology I'm talking about here is data and marketing automation. Current digital marketing methodology, much as it is practiced at Bluewolf, dictates the need for a strategy that does four things: Finds the right audience, uses the right channel, delivers the right content, and does all of that at the right time.

Eric Berridge

CEO and co-founder of Bluewolf, an IBM Company

Lead Management is very important part of the process. For anyone running Facebook Lead Ads I would recommend using this service.Get your...

Dirk Lo

How this fintech startup is improving content marketing and lead generation

Read more

I am agreeing with Mr. Tyron Hayes that a measured test-and-learn approach could be missing opportunities to not only better engage custo...

brunson5862@mail.ru

CMO interview: How Curtin University’s marketing chief is using test and learn to cope with complexity

Read more

Excellent!

Dr Sadasivan,US

Shakespeare shows data and creativity aren’t Montagues and Capulets

Read more

Great article! Agreed with all... Matthew Lerner, Deeps De Silva... When a company has a great product that solves customers needs, a gre...

James Tyler

Why marketers are embracing growth hacking techniques

Read more

Very good article, Social media analytics helps in problem identification. They can serve as an early warning system for negative custome...

BizVinu

Four ways to use social media to boost customer loyalty

Read more

Latest Podcast

More podcasts

Sign in