Mobile customers trust their friends not brands

A new Harris Interactive study finds the majority of mobile phone users who download and use applications choose to download those apps based on recommendations and good user experience rather than from the brand

The survey of 781 online adults who download and use mobile apps found that many organisations and companies are failing their users as well as their own brand.

Mobile appears to be identified as a critical part of an overall brand experience, and the survey results revealed that 76% of mobile application users agree that all brand name companies and organisations should have mobile apps to make shopping or interacting with them easier. However, 38% of mobile application users agree that they are not satisfied with most of the apps currently available from their favourite brand name companies/organisations, and 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.

Key figures include:
• 32% have told others about a bad experience with a mobile app
• 13% have avoided downloading applications from a brand name company or organisation due to a previous bad experience with another app offered by that brand

Users have high expectations for both organisations and brands mobile apps. In fact, 73% of mobile app users agree that they expect a company’s mobile app to be easier to use than its website.

According to online adults who download and use mobile apps, usability and user experience are more important than brand name alone. 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.

The survey discovered that users download apps based on the following user experience 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

Of those who say they have downloaded apps because of recommendations from others, on average they report that 29% of their downloaded apps were downloaded as a result of a recommendation from someone they know that had a good experience.

Other key figures include:
• 66% have downloaded an app based on a review or recommendation
• 57% have recommended an app because of a positive experience

Every company, large and small, thinking about creating a mobile application should take into consideration the fact that mobile is an important piece of the overall customer experience.

“The results of our survey are quite telling, and further proof that organizations must invest more in the user experience of their mobile apps, rather than rely solely on the brand,” said Rebecca Flavin, CEO of EffectiveUI. “Mobile applications are the sure fire way to extend a brand. It’s time for organisations to understand how to fully leverage the mobile channel and optimise a user-centred approach to drive adoption, as well as reinforce and drive brand loyalty.”