Forrester Research calls it the “mobile moment”—that brief instant when users first try your mobile app and decide whether they love it or hate it. Multiple studies confirm that the success of your mobile app—and potentially your business—depends on launch speed, performance, stability, battery usage, and other aspects of the user experience. For example:
- Ninety-six percent of users say mobile app performance is important. 49 percent expect mobile apps to respond in two seconds or less, and 84 percent will stop using the app if it performs badly.
- When there are performance or stability issues, 55 percent hold the mobile app responsible, and 53 percent uninstall or stop using the app.
- When a mobile app fails, 31 percent of users will tell others about their poor experience. Because 34 percent of users choose apps based on peer feedback (more than price), one bad experience has huge impact on the company’s brand.
- Thirty-six percent say app performance and 37 percent say stability issues have caused them to have a lower opinion of the company that created the mobile app.
The clear message for businesses that create and distribute mobile apps is that if you don’t create an outstanding user experience, your mobile app is dead in the water.
Yet existing mobile analytics tools still do not adequately measure the user experience. Some measure only a few variables or have inconsistent measurement processes; others measure variables that provide incomplete or misleading information.
It’s time to overcome the inertia and begin measuring the mobile app user experience—completely, correctly, and in real time—so that developers can create apps that amaze and delight users, and enterprises can maximize both user satisfaction and business results. This paper explores the challenges of mobile app user experience measurement and a more intelligent approach to measuring what truly matters.
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