Marketers Weigh In on the App Experience

The results are in! As part of our recent webinar on Mobile Experience Management with the American Marketing Association, we polled participants on their own mobile app experiences. Here’s what we found.

Analytics and an Easy-to-Use Platform Top Marketers’ Priority List

Marketers overwhelmingly said they need comprehensive user analytics and an easy-to-use platform in order to create a compelling app experience.

• More than 70% listed comprehensive user analytics as a critical need
• More than two thirds of respondents (68%) said they need an easy-to-use platform in order to drive results from their mobile apps
• 50% or more said they need A/B testing capabilities, the ability to personalize apps, and the ability to use mobile push notifications

Mobile App Optimization is an Immediate Marketing Need

When asked whether app optimization was a critical priority in marketing efforts, survey respondents agreed it was an immediate and essential need.

• 76% agreed that mobile apps are critical to marketing efforts and must be optimized now or within the year
• Only 13% disagreed or strongly disagreed

Until Now, It Hasn’t Been Easy to Manage Mobile Apps

• More than 60% said either they had had limited experience with managing a mobile app, or that their experience to date has been frustrating
• An additional 10.8% said their experience has been very frustrating
• Only 8.1% said their experience had not been frustrating at all