Digital Brits Attention Span for Apps Shorter Than Ever
- Monday, June 16th, 2014
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48 per cent of UK smartphone and tablet owners have increasing expectations of app performance, while in the US the figure rises to 65 per cent, reflecting the growing pressure on app manufacturers to deliver creative and reliable experiences for consumers.
According to a study of 2,000 consumers by AppDynamics in partnership with the Institute of Management Studies at Goldsmiths, University of London, 47 per cent of UK users are less tolerant of problems with apps or websites than they used to be, and 82 per cent have deleted or uninstalled at least one mobile app because of problems with its performance.
Performance issues with apps also have wider consequences for businesses beyond simply disengagement with their mobile presence. 30 per cent of UK respondents would change bank if its mobile app didnt perform as they expected, and 18 per cent tell family and friends when they are dissatisfied with an apps performance.
However, there is good news for businesses that deliver a satisfying app experience. 33 per cent of UK users will spend more money with an organisation that has a good mobile app, and 31 per cent will pay more for a product or service if an organisations app is better than the competitors. As mobile use rises and apps become the preferred method of interacting online, 27 per cent of UK respondents believe they are more loyal to an app than a brand.
“In so many ways, for so many businesses, success is now defined by software, as customers expect seamless performance and reliability from all digital services,” said Jyoti Bansal, founder and CEO of AppDynamics. “The bottom line is that organisations must deliver a reliable, consistent mobile experience to grow and protect increasingly important mobile device revenue streams and customer interactions, even under the most demanding situations.”