Does a marketer need a mobile app in order to appear relevant and hip to customers? The short answer is yes. But, researchers have found that marketers who are putting together an app just to say they have one could be making a mistake unless they pay attention to what consumers expect and deliver a useful tool.
Consumer sentiment about apps from companies with major brands looks something like the following:
- Brand name companies should have mobile apps to make shopping easier 76%
- Brand name mobile apps should be easier to use than the website 73%
- Brand name mobile apps that aren’t easy to use give a negative brand impression 69%
- Not satisfied with most mobile apps from favorite brands 38%
This research from eMarketer follows reports published earlier this year, especially from Adobe, which found that consumers are still using browsers on their mobile devices. The browser remains the preferred tool for activities such as researching product and price information, comparing product and price information, keyword searching and receiving online promotions and coupons. These findings should concern marketers who are using apps as another consumer touch point. Marketers who deliver an app that offers real functionality and something unique are likely to win over consumers and increase brand loyalty.[Source: Don’t Create an App for Apps’ Sake. Emarketer.com. 22 Nov. 2010 Web. 9 Dec. 2010]