New data from both Compuware and Jumptap indicates consumers prefer native mobile apps over mobile websites when given a choice.
Mobile advertising network Jumptap reports that apps represent 84% of the traffic on its network, up nearly 70% over last year. Check out Jumptap’s data here:
This supports an earlier Compuware survey, which found that the convenience and speed of mobile apps resulted in 85% of users preferring the apps over the mobile web. The reasons listed for the app-over-Web preference include convenient (55%), to faster speeds (48%) to easier browsing (40%).
But this preference only applies to good apps. According to the Compuware study, more than half of mobile app users have experience some kind of problem with an app, such as a crash, freezing or other type of error. In particular:
- 62% experienced a crash/freeze/error
- 47% experienced slow launch speeds
- 40% experienced an app that would not launch
These are critical concerns, because the report also states that nearly 80% of users will only try again once or twice after experience one of the above failures, after which they just delete or ignore the app going forward. Only 16% said they’d try more than twice. And according to this Marketing Charts story:
- 48% are less likely to use an app after a poor experience
- 34% said they’d switch to a competitor’s app
- 31% tell others about their negative experience
- 31% are less likely to download other apps by the same company
So first impressions matter, and the consequences go far beyond a bad rating in the app store. Given the fact that smartphone users prefer apps to the web, making a good app right the first time can have a lasting benefit to brands entering this space.