Apptentive, mobile customer experience software, released its Mobile Customer Engagement Benchmark Report, which serves as a way for companies to understand how their apps’ engagement stacks up against the entire mobile ecosystem. The report also presents an in-​depth look at how the mobile landscape is shifting toward open dialog between consumers and companies; demonstrated by the 650% increase in the adoption of two-​way, in-​app messaging.

B2B brands can get on board with these trends by incorporating two-​way messaging within their apps and promoting said apps. They could start with local radio. The new AudienceSCAN study revealed 10.1% of U.S. adults listened to a local radio station via their website or app from their smartphone, tablet or other mobile devices in the past six months.

Key findings:

• Brands embraced open dialog with customers, as evidenced by a 56% increase in two-​way customer conversations via in-​app chat.
• Interactions with mobile customers increased by 33% from 2016’s benchmark report, with the average company interacting with 12% of their app customers.
• An average of 63% of mobile customers respond to brands’ communication outreach.
• On average, mobile survey response rates are 13%—a significant improvement from the industry standard of one to three percent.

Offering customer resolutions through apps is a great way to stand out in the B2B space. The latest AudienceSCAN survey found 29.4% of Radio Station App Users resolved a customer service issue or problem from mobile devices or computers in the past six months.

“Brands who focus on the customer experience understand the importance of connecting with customers—and mobile is the nexus,” said Robi Ganguly, Co-​founder and CEO of Apptentive. “Proactively talking to more customers on mobile has a snowball effect: you build relationships with customers, gather insight that informs your product roadmap, and get feedback that accelerates improvement, thus creating a more customer-​centric experience across channels. These benchmarks will help you identify where your mobile experience needs help and where you excel.”

AudienceSCAN data is available for your applications and dashboards through the SalesFuel API. Media companies and agencies can access AudienceSCAN data through the AudienceSCAN Reports in AdMall.