Survey: Time saving, convenience push mobile apps past websites for consumers
The majority of consumers prefer shopping and browsing on a company's mobile app more than its mobile website.
Sixty-four percent of consumers are more likely to use a business's mobile app as opposed to its website through a mobile browser, according to a survey of 1,000 U.S. consumers commissioned by SaaS solution Bryj and conducted by Dynata. Mobile apps have become essential to consumers, with most of them (62%) having 10-30 mobile apps on each of their devices. Nearly a quarter (20%) of younger generations like Gen Z downloading about an app per week.
More than two-in-three consumers (68%) listed time savings as their number one consideration when downloading an app, followed by simplifying their lives as the second top consideration at 65%. Poor user experience (e.g. software bugs, slow loading times) is the number one reason consumers delete mobile apps on their devices (58%), followed by poor user interface at 56% and poor security features (54%).
The survey found that consumers are most interested in seeing the ability to customize privacy and security settings within mobile apps (64%), followed by the ability to customize the type of content or information they see on an app (49%) and account and profile customization (44%).
Users are more likely to delete apps when they lack features such as a strong user experience, customization, security features and more. When elevating mobile apps, Bryj says that businesses should also consider implementing AI capabilities, as the survey found nearly three-in-four (72%) Gen Z and Millennials are open to app features using those technologies.
"Consumers rely on mobile apps to do everything from entertainment and shopping to work and communication, and they expect seamless, top-of-the-line user experiences," said Lawrence Snapp, CEO of Bryj. "To remain competitive, mobile apps must reflect the latest trends and technologies, like AI integration and enhanced user interfaces. This ensures companies provide exceptional experiences and meet consumers' evolving needs and expectations."