Quixey’s latest survey about mobile preference has found that the mobile experience today is broken. Consumers care most about being able to use their phone to do what they want while on the go, regardless of whether it’s from the mobile web or mobile app. Though, mobile web provides a wealth of information, but it doesn’t provide all the functions of apps which deliver a superior user experience.
The survey reveals that applications today are siloed pieces of software that don’t work together seamlessly. As phones become the primary tool for consumers to get information and complete tasks, it will become increasingly important to offer all the functions that exist within apps and make them accessible to consumers without the app itself. The study highlighted the need to create an ecosystem that is not so severely tied to the app, but tied to the dynamic, real-time information people rely on to get tasks done.
According to Maxine Manafy, VP Business Development, Quixey, “In today’s increasingly mobile world, people have replaced tasks that typically were done on a laptop or a desktop with a click or swipe from their mobile device. This includes everything from buying tickets, to shopping, to making reservations and more. As this becomes the new norm, it becomes even more of a priority to deliver a seamless user experience - whether it’s from the mobile web browser or from mobile apps themselves.”
Key survey points:
· 3 out of 4 people (74.8%) ages 18-34 cite having access to all content in one place as their most liked feature about mobile web browser
· 69.5% of people ages 18-34 cite user experience as their most liked feature about using mobile apps
Mobile Web vs. Mobile App
· Only 12% of respondents said that they would still prefer to download an app, even if they could get all the features and functionality of an app without having to download it
· Nearly half of the respondents (49.7%) dislike using mobile apps for two primary reasons: they chew up device storage (26.1%) or they are slow and have inconsistent performance (23.6%). Of that, females care more about storage than males, while males care more about app performance
· The majority of people (34.4%) cite ‘features and functionalities’ as the primary reason for using mobile apps over mobile web, with ‘user experience’ not far behind at 28.4%
· More than 2 out of 3 people (66.4%) prefer to use the mobile web because they have access to all content in a single place (32.5%), they don’t need to install anything new (23.3%) or they don’t need to flip between multiple apps (10.6%)
Ad Blocking On the Rise
· 83.8% of millennials (ages 18-34) use some form of an ad blocker compared to 83.1% of people (ages 45-64) who don’t use any form of ad blockers
· More than half of the respondents (54.8%) said they’re using an ad blocker because it has an impact on their experience (29.9%), the ads slow down their experience (14.8%) or the ads they see are not relevant to them (10.1%)
The future of the mobile experience is evolving and will be about bringing app functionality to users contextually and proactively, not just bringing users to apps where they have to search for the right functions. Quixey’s latest survey supports this shift in thinking. As app mining technology becomes more advanced, ensuring there is technology that can deliver the experiences consumers want is critical.