56% of mobile application users report having encountered a problem (crash, freeze, error, etc.) when accessing an app, per results[download page] from a global Compuware survey. And app users seem none too forgiving: only 16% would give an app 2 or more attempts if it failed to work. Reactions to a poor experience range from being less likely to use the app (48%) to switching to a competitor’s app (34%), telling others about the poor experience (31%), and being less likely to purchase from the company (31%).
The study finds that 85% of mobile app users prefer them to the mobile web. Asked why, 55% cited them as being more convenient, while other benefits included apps being faster (48%) and easier to browse (40%), though only 28% believe they offer a better user experience.
With regards to speed, 42% expect mobile apps to finish loading faster than mobile websites, and another 36% expect to them to load just as quickly. The median time respondents are willing to wait for a mobile app to launch is 2 seconds, although 28% will wait only 1 second or less.
About the Data: Compuware commissioned Equation Research to conduct an online study to understand mobile application usage, expectations and experiences. Interviews were conducted October 19-25, 2012. Survey results may have a margin of error of +/-1.6% at a 95% level of confidence.
The survey sample equals 3,534 total respondents (1,002 in the U.S., 509 in the U.K., 509 in France, 508 in Germany, 502 in India and 504 in Japan) who are smartphone/tablet users that used a mobile application in the past six months that required an internet connection. The vast majority of respondents are 21-34 (35%) or 35-54 (45%) years of age. 60% are men.
Creating an outstanding customer experience is vitally important for marketers. But are you doing it right? Maybe not, according to a recent Forrester study (Contact center is a vital stop in a customer journey as voice of your brand.
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