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HP Mobile App Usage Survey

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HP Mobile App Usage Survey

  1. 1. Sponsored by:1 Sponsored by: Mobile app Use and Abandonment Global Survey of Mobile app Users January 2015
  2. 2. 2 Executive Summary Users are reaching for mobile devices numerous times everyday to use mobile apps. These users shared that peer reviews and ratings significantly affect their app choices. App stability and performance heavily define the user experience and overall satisfaction. Yet this study finds that users are experiencing severe app performance issues regularly. Importantly, apps that exhibit these issues are quickly abandoned after just a few occurrences. For companies who create mobile apps, while good performance can lead to app downloads and satisfied users, poor performance will result in quick app abandonment and brand tarnishment. Sponsored by:
  3. 3. Sponsored by:33 Key Findings • 80% Use mobile apps up to 15 times a day • 34% Choose apps based on peer feedback • 96% State app performance is important • 49% Expect apps to respond in 2 seconds or less • 29% Experience app Issues weekly • 80% Indicated they will attempt to use a problematic app three times or less
  4. 4. Sponsored by:4 METHODOLOGY AND PARTICIPANTS
  5. 5. Sponsored by:55 Research Goal The primary research goal was to capture hard data on the key factors that determine end user satisfaction with mobile apps. In addition, research sought to determine what users did when they were unsatisfied with a mobile app. Goals and Methodology Methodology Mobile devices users in North America and Europe were invited to participate in a survey on the topic of mobile apps. The survey was administered electronically and participants were offered a token compensation for their participation. Participants A total of 3011 participants that use mobile apps completed the global survey including those in Belgium, Canada, France, Germany, Netherlands, United Kingdom, and United States.
  6. 6. Sponsored by:66 Participant Demographics Location United States & Canada, 1502 Europe, 150950% 50%
  7. 7. Sponsored by:7 DETAILED FINDINGS Research Note Detailed analysis was performed to compare findings from North America with those from Europe. No statistically relevant difference was found. Hence the mobile device users in EMEA provided the same information as those in North America.
  8. 8. Sponsored by:8 Approximately how many times each day do you use a mobile device in order to use mobile apps? 80% Use Mobile Apps Up to 15 times a Day 80% 18% 2% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 1 – 15 15 – 50 More than 50
  9. 9. Sponsored by:9 When choosing a mobile app, which of the following most influences the app you pick? 34% Choose Apps Based on Peer Feedback Star rating and user reviews 34% Promised functionality (what the app is supposed to do) 34% Price 29% Number indicating how many times an app has been downloaded 3%
  10. 10. Sponsored by:10 How important is the speed and responsiveness of mobile apps? 96% State App Performance is Important 21% 55% 20% 3%1% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Critically important Very important Important Somewhat important Unimportant
  11. 11. Sponsored by:11 In your opinion, how fast should an app respond? 49% Expect an App to Respond in Two Seconds or Less, Setting a New Benchmark 7% 14% 28% 23% 19% 9% 0% 5% 10% 15% 20% 25% 30% Less than a second 1 second 2 seconds 3 seconds 4 seconds More than 4 seconds
  12. 12. Sponsored by:12 On average how often do you experience issues with mobile apps? 29% Experience App Issues Weekly Never 30% Multiple times a year 22% Multiple times a month 19% Multiple times a week 17% Multiple times a day 12%
  13. 13. Sponsored by:13 Over the last six months, have you experienced a mobile app that crashed, stopped responding or had errors? 53% of Users Experienced Severe App Issues Over the Last Six Months Yes 53% No 47%
  14. 14. Sponsored by:14 When mobile app issues arise, what do you think is the cause? Select all that apply. 55% Hold the App Responsible for Performance Issues 29% 13% 18% 22% 55% 0% 10% 20% 30% 40% 50% 60% I really don’t know The phone or tablet The phone or tablet operating system (i.e. iOS, Android, Windows) The mobile network The app itself
  15. 15. Sponsored by:15 What have you done when you experienced a mobile app that regularly ran slowly? Select all that apply. Overwhelmingly, Users Abandon Slow Performing Apps 16% 4% 6% 7% 30% 32% 33% 37% 48% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% Nothing, I still use the app Other Wrote a bad review Gave negative ‘star’ ratings Used the app less frequently Looked for an alternative app Stopped using the app Checked for an app update Uninstalled or removed the app
  16. 16. Sponsored by:16 What have you done when you experienced a mobile app that regularly crashed, stopped responding or had errors? Select all that apply. Severe App Issues Drive Users Away 14% 4% 7% 8% 21% 28% 34% 37% 53% 0% 10% 20% 30% 40% 50% 60% Nothing, I still use the app Other Wrote a bad review Gave negative ‘star’ ratings Used the app less frequently Looked for an alternative app Checked for an app update Stopped using the app Uninstalled or removed the app
  17. 17. Sponsored by:17 When you experience a problem with a mobile app, how many attempts will you make to retry the app? 80% Indicated They Will Attempt to Use a Problematic App Three Times or Less 6% 15% 35% 24% 6% 8% 6% 0% 5% 10% 15% 20% 25% 30% 35% 40% I won’t try the app again 1 2 3 4 5 More than 5
  18. 18. Sponsored by:18 Have any of these issues ever caused you to stop using a mobile app? Select all that apply. 36% Stopped Using an App Because of Battery Consumption 54% 20% 36% 0% 10% 20% 30% 40% 50% 60% None of these issues caused me to stop using an app Heavy cellular data usage Heavy battery usage
  19. 19. Sponsored by:19 Have any of these issues caused you to have a lower opinion of the company who created the mobile app? Choose all that apply. App Performance and Stability Issues Erode Brands 31% 1% 15% 16% 17% 17% 25% 25% 28% 36% 37% 0% 5% 10% 15% 20% 25% 30% 35% 40% No issues change my opinion of the company Other Heavy cellular data usage Missing features Consumes significant device storage Low user reviews Heavy battery usage Price Difficult to use app Slow performance Frequent crashes or freezes
  20. 20. Sponsored by:2020 For more information… About Dimensional Research Dimensional Research provides practical marketing research to help technology companies make smarter business decisions. Our researchers are experts in technology and understand how corporate IT organizations operate. Our qualitative research services deliver a clear understanding of customer and market dynamics. For more information, visit www.dimensionalresearch.com. About HP - Placeholder - For more information, visit www.hp.com.
  21. 21. Sponsored by:21 APPENDIX
  22. 22. Sponsored by:22 What mobile devices do you frequently use? Choose all that apply. Over 90% Use Smart Phones with a Majority on Android Operation Systems 59% 92% 0% 20% 40% 60% 80% 100% Tablet (i.e. iPad, Android Tablet, Kindle Fire) Smart phone (i.e. iPhone, Android Phone, Blackberry) What is the primary mobile device operating system that you use? Android 57% iOS (Apple) 30% Windows (Microsoft) 10% Blackberry 2% Other 1%
  23. 23. Sponsored by:23 What types of mobile apps do you use frequently? Communication Tops Mobile apps Used 5% 5% 6% 8% 13% 14% 16% 18% 20% 20% 20% 21% 25% 29% 32% 35% 0% 50% 100% Home monitoring Insurance Transportation (Uber, Lyft) Healthcare Local information (Yelp, GasBuddy) Mobile provider usage information Travel (TripAdvisor) Tools Cloud Storage (Dropbox, Google Drive) VOIP Apps (Skype, Viber, WhatsApp) Sports Photo editing and sharing To-do lists, (tasks, shopping, etc..) Music (Spotify, Pandora) Shopping (online purchasing) Navigation 41% 43% 43% 46% 49% 49% 51% 54% 59% 61% 62% 65% 69% 74% 0% 50% 100% Banking News Search Contact list / address book Calendar Maps Games Clock (Alarm, timer, stopwatch) Social Media (Facebook, Twitter, etc..) Phone Weather Camera Texting Email
  24. 24. Sponsored by:24 RECOMMEND LEAVING OUT OF PUBLIC REPORT
  25. 25. Sponsored by:25 Approximately how many different mobile apps do you use in a typical day? 88% Use Up to 15 Apps Each Day 88% 11% 1% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 1 – 15 15 – 30 More than 30
  26. 26. Sponsored by:26 How long are you willing to wait for a mobile app to load and start? 61% Expect an App to load in Four Seconds or Less 3% 12% 24% 22% 39% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 1 second 2 seconds 3 seconds 4 seconds More than 4 seconds
  27. 27. Sponsored by:27 In the last six months, have you experienced slow load and start times with a mobile app? More Than 50% Experienced Poor App Performance in the Last Six Months Yes 57% No 43%
  28. 28. Sponsored by:28 In the last six months, have you experienced an app that responded slowly? 60% Experienced Sluggish Apps in the Last Six Months Yes 60% No 40%
  29. 29. Sponsored by:29 Which of the following are reasons you have stopped using an app? Select all that apply. Performance Issues Result in App Abandonment 33% 29% 31% 35% 46% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% None of these issues caused me to stop using an app Takes too long to launch the app The app is too slow to respond to clicks and desired actions Errors occur when using the app The app crashes or stops responding

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