News and Media apps have topped the first ever App Benchmark study from eDigitalResearch, assessing the usability and customer journey across 46 of the most popular iOS apps across a variety of categories.
An eMysteryShopper survey was conducted to compare the customer experience using each of the apps. The fieldwork was carried out using the eDigitalResearch eMysteryShopper Panel of internet users during March and April 2011.
The Sky Sports News app rated highest overall with a top score of 89.9 per cent. Feedback shows that users found the app simple to use, with clearly presented menus and navigational links. They particularly liked the range of additional features, including direct links to live television and radio streams.
Home service apps, such as British Gas and O2 also performed particularly well in the study, providing useful features such as meter readings, account information and search facilities, as well as a clearly thought-out design and layout. Retailers Amazon and Debenhams also made it into the top tier of the table, offering users the ability to buy from a full range of products, as well as extra benefits, such as Amazon’s integrated barcode scanner.
In comparison, ‘Directories and Guides’ was the lowest performing category, as users became increasingly frustrated with slow to load pages and limited capabilities. Flight apps did not perform well, often being criticised for not providing pricing information or booking functions, and generally offering less features than standard web pages. 
The study, which looked exclusively at the functionality of apps available on the Apple platform, found that apps must have a purpose and clear function, and not simply used as a must-have accessory by brands. Results indicate that users are more satisfied with apps that had an apparent advantage of accessing information through a smart device by integrating mobile features, such as location-based services.
“As the apps market continues to grow at an alarming pace, it is essential that companies and brands understand what users expect from such applications before investing time and money,” says Derek Eccelston, research director at eDigitalResearch. Our results show that apps must offer an element of added usability to consumers, or enhance the user experience as a whole. Apps which rated lowest with shoppers were those that simply used the app as a portal to mobile sites, social networking pages or standard websites, missing a huge opportunity to connect with users and build long-lasting relationships.”
You can download the App Benchmark report, which includes full league tables, on completion of a short survey.
