Should You Create a Mobile App?
As a marketer, you’ve created a Web page, established a social media presence and even experimented with mobile marketing. Is it time for the next step? Should you create a mobile app so your customers can engage with you more easily? According to the "Synchrony Financial 2017 Digital Study," 63 percent of the U.S. population over the age of 15 have downloaded a retail app. The average adult has two retail apps on their phone at any given time.
Why People Download Mobile Apps
What are the driving forces causing customers to download retail apps? According to our study, the top reason why people download a mobile app was because they frequently shop at the brand — 51 percent said they downloaded an app for this reason. As a marketer, your most loyal customers are the best targets for an app.
The second reason was to make a purchase, at 48 percent, followed by the desire to browse and compare prices, at 37 percent. So, if you are planning on launching a mobile app, ensure that it’s easy to buy and browse products on it. These are driving factors for your customers.
Who are most likely to download mobile apps? You guessed it, it’s the Millennials. Millennials are downloading apps in huge numbers. Eighty-one percent of those aged 26 to 35 said they have downloaded a retailer app on their phone. The top reasons are the same, to browse, buy and compare prices.
OK, so you’ve launched your mobile app. Now, you want to get people to use it, right? Well, do you know which features are most important to your customers? Below are the top-rated app features:
- 69 percent — access to discounts and coupons
- 30 percent — ability to order products quickly
- 27 percent — product search feature
- 23 percent — ability to make payments and check balances
So, the number one feature customers want from an app is the ability to save money and access to special offers. Other features that rate highly are speed, product search and payment-related features. If you want your customer to regularly use your mobile app, keep these features in mind. A few surprise and delight perks are always great ways to get customers interested and engaged.
Why Good Mobile Apps Go Bad (or Get Deleted)
The top reason mobile apps get deleted was due to poor functionality. Thirty-five percent of people deleted apps for this reason. If your app has poor functionality, doesn’t meet your customers’ needs or customers have a bad experience, your app will most likely get deleted. There is only so much space on a smartphone and today’s digital consumer doesn’t have much patience for a dysfunctional mobile app.
Coming in as a close second reason for deletion was simply that the app didn’t provide enough value. Thirty-four percent of consumers said they deleted a mobile app because they didn’t see the value in keeping it. This is a warning sign! Even if you spend the time and effort developing an app that runs great, if you don’t provide enough perks or benefits, it just won’t matter — it will get deleted.
In our hypercompetitive world of digital engagement, it’s important to prioritize our digital programs. One of the strategies to explore is engaging with your customers through your own mobile app. If that’s the case for you, be aware of the delighters and pain points for mobile app usage. It can be a great way to engage, but it can also be a lot of work for a minimal amount of gain, if not done correctly.
Note: The views expressed in this blog are those of the blogger and not necessarily of Synchrony Financial. All references to consumers and population refer to the survey respondents from the Synchrony Financial 2017 Digital Study unless otherwise noted.
Sue Yasav is the VP of Thought Leadership at Synchrony Financial. She's responsible for developing strategic insights through surveys, social listening and academic studies on topics related to the financial services and retail industries. She authors white papers on consumer trends and articulates impactful strategies for marketers in the areas of digital transformation, customer experience and insights into specific growth segments of the U. S. population. Sue has 20 years of experience in the credit card industry, encompassing 10 years at Citi Cards as VP in the Finance and Marketing organizations. In the past 11 years at Synchrony Financial, Sue has been a Lean/Six Sigma Master Black Belt, a marketing leader for a high-end retail partner in NYC and the leader of Value Proposition Development.