85% of mobile users prefer to use a mobile application rather than a mobile site, Sleep 1 in 5 mobile users are dissatisfied with mobile applications… But then, how to meet the expectations of these increasingly demanding mobile users? After the completion of a study, Here are 8 tips for you to develop quality apps,
A very demanding mobile user
The development of information and communication technology (ICT) has led to greater diversity and mobility of use. These changes are the basis for changes in consumer behavior and call into question the relevance of existing marketing models:
Thus, the mobile user is no longer waiting for a business message or any other form of traditional digital communication. He is now in control and can access the information he wants anywhere and anytime. He is instant, which makes him more sought after than an Internet user.
In addition, smartphone-related constraints: small screen size, often difficult text entry, the network is not always of good quality, and the user’s partial attention in a mobile situation, increases the need for this high level.
In the face of a constantly connected, more autonomous, better informed and more demanding consumer, brands must take these new behaviors into account when developing mobile applications.
Mobile apps aren’t always high quality
Mobile applications have several advantages over mobile sites: faster access to information, a permanent presence on the mobile, or even the possibility to use functions specific to mobiles, such as geolocation, cameras, or augmented reality.
A 2013 Compuware study shows that Mobile apps are preferred over mobile sites by 85% of mobile users, Confirmation of this trend a. is done by 69.6% increase in mobile application usage compared to between June 2012 and June 2013 Mobile sites traffic down 3.2% (Source: AT Internet).
But in the beginning, mobile applications were not always well developed. It was more about the “race for mobile applications” where quantity of installations took precedence over quality. Even if this trend is reversed, 1 in 5 mobile users are dissatisfied with using mobile apps (source: Stardust).
After conducting multiple surveys (focus groups, structured interviews, quantitative questionnaires and comparative analysis), we identified and categorized the expectations of mobile users. Based on this data, we have prepared 8 tips to develop mobile applications that meet the expectations of mobile users.
8 tips for mobile apps that meet the needs of internet users
1. Most Important: Make Your App Quick to Access
When mobile users were asked to indicate the most important criteria for a good mobile application, Reach speed comes first (84%), followed by ergonomics (81%) and usability (79%). Application design lags far behind (35%). Always keep in mind that your app should be first and foremost.
2. Not a Useful Application or Nothing
A mobile application must satisfy a need and provide any service (information, entertainment, socialization, etc.) adapted to a specific geographical or temporal situation. A useless application will be removed by 82% of mobile users even before the bug appears, So, if you want your app to be stored and used, you need to answer the following question: What service does my app provide?
3. Ignore Mobile Functionality
Functions specific to mobile (geolocation system, notifications, camera and other multimedia functions) should not be the basis of your reflection, but should be considered as a tool for providing a service. Our study shows that Mobile users believe that the added value of an application compared to a mobile site lies in access speed (75%), ergonomics (58%), and not in the use of mobile-specific features (39%).,
4. Do not access confidential information if it is not useful for the proper functioning of your App.
The security of personal data is of increasing concern to mobile users, especially since the telephone is full of confidential data: agendas, lists of contacts, geographic locations, accounts on social networks, etc. what’s more, 37% of mobile users say they can delete an app if they access confidential data, You should also explain to your users why and how the collected data will be used. This principle of transparency will reduce the feeling of intrusion among your customers.
5. Pay attention to the weight of your mobile app
The space the application takes up on the user’s phone memory can cause the application to not download and be deleted. According to our study, 40% of mobile users say they can delete an app if it takes up too much space on their mobile.
6. Find the right sending frequency for push notifications
Sending too many, inappropriate and inappropriate notifications, creates a sense of intrusion and dissatisfaction among the user, which can lead to the removal of the application: 42% of mobile users say they delete the app if push notifications are sent too often.
7. Offer free mobile apps
It is essential to think carefully about your mobile application’s monetization strategy. The study done shows that 89% of respondents expect mobile app to be free, Some people may go through a lengthy purchase decision process to download a paid app even at a lower cost.
8. Limit Mobile Ads
Mobile usage and screen size affect the mobile user’s browsing experience on the mobile application. which led, Mobile advertising should be limited so as not to interfere with the user experience and not lead to the removal of the application (61%), So also avoid basing your monetization strategy on mobile advertising.
in conclusion
Before making a strategic decision for the development of your mobile application, you should have three consistent guidelines in mind:
- My app responds to a service;
- My app is quick to access and provides pleasant navigation;
- My app is transparent and non-intrusive.
Two last tips for the road:
Communicate on your mobile application
Developing a quality app is a good thing, you still have to make it visible and know how to promote it. Customize your app’s context on the Store, use Actions push And Sweater and rely on communication trans-media And cross media, can help promote the app and ensure that it has an optimal position in the App Store.
run tech watches regularly
You must be aware of technological innovations related to mobile and NTIC (New Information and Communication Technology). Mobile applications must evolve to adapt to new media like Google Glass which could revolutionize our usage. Another innovation, Web apps that can replace mobile apps, Webapps should reach a level of functionality close to that of mobile applications, while being usable through a web browser and hosted on a web server.