One in five apps ‘get forgotten’
Speed and simplicity top reasons for using apps, but one in five are installed and forgotten, according to new UK research.
The study, suggests that Brits are a nation of ‘app-nesiacs’ according to new research Google has conducted with Ipsos.
The survey of 1,200 UK app users, spanning three categories – shopping, restaurants and takeaways and travel and holidays – found that one in five installed apps are then forgotten.
Despite this ‘app-nesia’, apps still play an important part in our digital existence. Nearly a half of people surveyed (47%) said they use an app when they want information quickly, compared to 17% who prefer a mobile site. Apps are seen as simpler, quicker, more personalised and useful for fast transactional tasks, for example:
• For simplicity of navigation, 50% prefer an app, but 31% prefer a mobile website
• In terms of speed of loading, 46% believe an app is quicker, while 29% say a mobile site would win
• When it comes to ease of use, 51% prefer installed apps because logins are pre-entered
People tend to turn to mobile websites when they want more in-depth information, with 49% of those surveyed admitting they prefer a mobile site for this reason.
Cross-sector app behaviour
When it comes to app user behaviour across different sectors, travel and holiday apps are the most likely to be installed and then forgotten (33%), followed by shopping apps (18%) and restaurants and takeaway apps (17%).
Motivations for downloading apps also differ across categories. Restaurant and takeaway apps are chiefly downloaded to get access to discounts and rewards. The leading reason people download travel apps is because they’ve been recommended by others. And shopping apps are mostly downloaded when people have regular interaction with the company or brand.
Max Macintosh, Agency Head, Google UK, comments: “A great app encourages brand interaction, is easy to navigate and is quick to load. But as our research shows, this won’t necessarily guarantee that customers will keep coming back. For successful ongoing app engagement, businesses can use push notifications, ensure apps appear in organic search results and link search ads and results to relevant pages in apps.
Of course an app is a complement to, and not a substitute for, an optimised mobile site. When users want to compare options, gather information or go into greater depth, a mobile website comes into its own and should remain a top priority.”