Zogby Analytics has carried out a study that reveals that brands are not able to understand consumer needs and satisfy them through mobile applications.
61% of the companies that were surveyed believe that the services they provide through apps are excellent or good. However, only 53% of consumers think the same way.
Consumers who were surveyed mentioned the three aspects they value most when using applications:
1. Loading speed. In Europe, 59% say they would discard an app if their expectations were not met in just six seconds. In other countries, those six seconds are reduced even more.
2. Ease of use and functionality. The percentage of people who have recognized that technical problems influence the decision to download or buy an application reaches 58%. In addition, 47% claim that they have downloaded one brand's application instead of another because its service was better.
3. Security. 22% of European consumers do not hesitate to abandon an application if it does not generate a feeling of security because it is poor.
Smartphone and tablet users want applications to open almost instantly, to be secure, to be able to offer options that resolve problems quickly, and to be very intuitive. Therefore, companies must listen to consumers and try to respond to their real needs if they do not want to waste time and money, two essential factors for the development and launch of an application.
