It has been well established that mobile is of the utmost importance in any successful advertising campaign today. Just as it has happened with digital marketing on desktop platforms, mobile is not evolving into many different forms of marketing, and more options are opening up. However, what may be most important is considering how mobile users are using their devices. A new study from Compuware Corporation, a company that deals with technology performance, shows how mobile users prefer to use their devices. In this case, we are dealing with two options; mobile apps and mobile websites. Each of these are heavily used by today’s mobile community, but this study tells us that 85 percent of those mobile users surveyed prefer mobile apps to mobile websites.
The company states that this preference for mobile apps from mobile users is based on the convenience of apps over websites. For the most part, mobile apps are far faster in terms of loading time, and much easier for users to navigate.
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. 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.
However, even though the majority of mobile users preferred mobile apps, it is interesting to see how many things these users find wrong with them. Here are some of the complaints about mobile apps that were found through the survey of 3,500 mobile users around the world.
- 62 percent reported a crash, freeze or error.
- 47 percent experienced slow launch times.
- 40 percent have tried an app that simply would not launch
So, although users love mobile apps, they also are very specific about which apps they choose to use. If an apps is not fully functional and all bugs are not worked out, users are only tolerant to a certain degree. Compuware Corporation writes, “Users will not tolerate problematic mobile apps, 79 percent will retry a mobile app only once or twice if it failed to work the first time.”
Of course, this is information that mobile marketers should be aware of, considering that it will greatly impact their choice of ad placement. According to this study, the best place to show mobile advertising is within applications. However, a bit of research is necessary first. Marketers should first ensure that their ads are not being placed within apps that are constantly malfunctioning, or in apps that are a bit confusing for mobile users. If this were the case, users would barely allow the app enough time to load, giving the advertisement no chance to hit the user’s screen.
Stephen Pierzchala, the technology strategist at the Compuware APM Center of Excellence, said
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.
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.