A survey conducted by Harris Interactive found that “the majority of mobile phone users who download and use applications choose to download these apps based on recommendations and good user experience, rather than the brand name company or organisation that released it.” The survey of 781 app users found a dichotomy between user wants and the products offered: while 76 percent believe that brand name companies and organisations should have mobile apps to make shopping or interacting easier, 39 percent of app users agree that they are not satisfied with most of the apps currently available from their favourite brands, with 69 percent stating that if an app is not useful, helpful or easy to use, it results in a negative perception about the brand. See our blog about branded apps here.

According to the survey, commissioned by design company EffectiveUI, 32 percent of users have told others about a bad experience with a mobile app, while 13 percent have avoided downloading applications from a brand-name company or organisation due to a previous bad experience from another app associated with a brand. The impact of word-of-mouth recommendation is also significant: 29 percent of downloaded apps were the result of a recommendation from someone they know, while 57 percent have recommended an app because of a positive experience. Customers have high expectations of brand apps, however: 73 percent of respondents expect a company’s mobile app to be easier to use than its website.