Brand Apps // Can’t Get No Satisfaction

Interesting new study just out by research firm Harris Interactive (commissioned by EffectiveUI) finds that nearly 40% of users are disappointed with current apps from brands.

Key contents of the press release are below (see here for full PR), but top takeout is that if the function of brand apps is to add value to the brand proposition, then many brands are failing. Brand apps need to solve real problems (brand utility) with an appealing UX (user experience) – many fall at this first hygiene-factor-hurdle.

• 38% of mobile application users agree that they are not satisfied with most of the apps currently available from their favorite brand name companies/organizations
• 69% agree that if a brand name mobile app is not useful, helpful or easy to use it results in a negative perception about the brand
• 32% have told others about a bad experience with a mobile app
• 13% have avoided downloading applications from a brand name company or organization due to a previous bad experience with another app offered by that brand
• 73% of mobile app users agree that they expect a company’s mobile app to be easier to use than its website.
• Only 18% of mobile app users consider whether the application is from a brand name company or organization when deciding whether to download an app
• Apps are downloaded based on the following considerations
  • 74% think it should be easy to use
  • 75% think it should do exactly what they want or need it to do
  • 57% think it should be well designed
  • 66% have downloaded an app based on a review or recommendation
  • 57% have recommended an app because of a positive experience
• 29% of app downloaders who download based on recommendations do so because the recommendation is based on a good user experience

The study sponsor, Effective UI provide these recommendations for building brand apps

1. Focus on the customer need, as well as the business need: Conduct research to find out whether your customers want to engage with your company via a mobile device and how they’re using the mobile channel to accomplish their goals; avoid creating an app for the sake of creating an app
2. Design for the right device: Again, research will help you uncover which devices your customers use most
3. Make sure your feature set fits the mobile experience: Too often, companies try to put the same features in their mobile device as their website. While drilling down is fine on the Web, mobile users tend to act more linearly with a mobile application