Consumers prefer mobile apps to mobile websites, new Compuware survey finds

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Global consumers prefer mobile apps over mobile websites, according to a survey by technology performance company, Compuware Corporation.

Mobile applications are thought to make life easier by streamlining calendars and grocery lists, offering entertainment while in a queue and making it easy to collaborate with co-workers, said researchers.

Consumers now associate apps with banking, paying bills, shopping, booking hotels and travel, as well as with staying productive and connected with both home and office tasks.

When asked about the benefits of using a mobile app versus a mobile website (a website that is specifically designed to be viewed on a mobile device), 85% of survey respondents preferred mobile apps over mobile websites, primarily because apps are more convenient, faster and easier to navigate. Among those who experienced a problem:

  • 62% reported a crash, freeze or error
  • 47% experienced slow launch times
  • 40% tried an app that simply would not launch

The survey of more than 3,500 global respondents looked to answer what consumers really need and want when it comes to mobile applications. While thea nswer to this question is ever changing, there are a few basics, including:

  • easy access to product and store information;
  • help planning and navigating their trip types; and
  • the ability to communicate in real-time

Consumers want apps that push out personalised content as well as offers and perks based on their interests, while providing the ability to share offers, news and product recommendations virally on their social networks, said Compuware.

However, bad mobile app experiences will likely also be shared virally, which can result in poor reviews and low ratings that can impact adoption numbers. A poor mobile app experience is also likely to discourage users from using that app again.

“With consumers expecting greater experiences with mobile apps now more than ever, fulfilling those expectations doesn’t just happen — it takes a conscious effort throughout every stage of the design and development process to get it right,” said Stephen Pierzchala, technology strategist, Compuware APM Center of Excellence. 

“Performance is a crucial contributor to providing a dependable mobile app user experience, so performance should be considered a key driver in the design process. Mobile applications need to focus on a core utility, and they need to be fast and reliable in order to be valuable.”