Mobile users will try a new app on average 4.5 times “before deciding to stop using it due to boredom or lack of perceived value”, analytics firm Localytics said, meaning user engagement remains a critical issue for developers.
A study of 1,000 smartphone owners found that users are demanding more personalied app content and marketing messages, tailored to their specific behaviour, location and intentions.
“It’s no wonder that app users jump from app to app, especially when the apps they’ve installed are no longer providing value. There are literally millions of apps out there vying for consumers’ attention,” said Raj Aggarwal, CEO of Localytics.
The study found that while 92 per cent of respondents plan to use apps more or the same amount than they do today, they want more from their app experiences – especially with regard to apps that look and feel the same for everyone.
In order to keep their attention, more than half of mobile users said that apps need to provide more functionality and stronger personalisation informed by their behaviours across all channels – app, online, in-store, and so-on.
More than half (51 per cent) also wanted their app to know the last action that they took when using it, and factor that into content displayed or marketing messages sent, while 35 per cent want apps to know the last relevant action they took in the real world (for example an in-store purchase).
“What we heard loud and clear from this study is that people want their apps to know who they are, where they are and what they want to do, and they’re willing to exchange this personal data for a richer, more personalised experience,” Aggarwal said.