The intrusion into the mobile device market has not gone unnoticed by brands. It is no longer enough to have an online presence and carry out strategies to fuel interaction with customers, but you must know their interests to know exactly what to offer them.
Precisely in the investigation of user interests lies the current problem, and that is that the applications that the different brands are launching lack any element that satisfies their own customers and, consequently, makes any customer loyalty option impossible. . This problem has been discovered after a study carried out by the UK company Ampersand Mobile in which they surveyed almost 2000 smartphone and tablet users.
This study reveals that 71% of consumers – approximately three quarters – believe that the usefulness that brands are giving to their applications is far from being correct given that they only focus on creating content that can expand their market niche and They forget about their real consumers. This disagreement translates to the following conclusion: the percentage of respondents who claim to have deleted this type of app, after having used it only once, amounts to 84%.
In addition, 54% of consumers directly choose to avoid downloading applications from the brands they usually buy. The reason is comparable to the one mentioned above, and is that they see these as a marketing product instead of a purchase facilitator.
Diana Marian, the person responsible for the study carried out by Ampersand Mobile, believes that brands should reinvent themselves. As? Going back to analyze the reasons why they decided to launch their apps and, with this new analysis, perhaps they realize the correct approach they should give to these tools.
