ComScore’s newly released 2017 U.S. Mobile Apps report has found that consumers are spending an increasing amount of their time using mobile apps. The results may be unsurprising, but they highlight the importance of developing a good digital relationship with your customers.
App use is dominated by the highly coveted 18-34 demographic, with younger generations preferring mobile applications to using their desktops. Younger millennials, those aged 18-24, spend an extraordinary average of 3 hours per day in apps, with 25 to 34-year-olds only just behind, using apps for an average of 2.3 hours per day.
What’s more, younger demographics are highly motivated to find new apps, particularly those relating to social media, and the sharing of photos and ideas. 70% of those aged 18-34 strongly agree that they are always looking for new and interesting apps, and 66% of those wish that there was more that they could do with their applications.
For corporations, this presents both an opportunity and an area of concern. Apps create the possibility of interacting with consumers better than ever before, but also the risk that failing to do so could lead to younger consumers being drawn to rivals who have taken advantage of the medium.
71% of marketers consider applications critical to hitting their targets and interacting with their consumers, but most don’t know how to fully take advantage of the technology. Is your company doing enough to engage with customers through mobile applications? You might already have a dedicated app and be using social media to share news and promotions with your customers, but have you been able to create a real conversation?
A positive dialogue with your customers is invaluable, but if you are trying to get their attention through their inbox, you will soon wear out your welcome. Research published in the Harvard Business Review showed that ‘the most effective way to maximize customer value is to move beyond mere customer satisfaction and connect with customers at an emotional level’.
Apps present an excellent opportunity to create a positive dialogue with your customers that will develop a connection that improves customer experience and satisfaction. This dialogue can also help you to find out what your customers expect from you and how you can change your products and services. Starting the conversation is easy, so long as you choose the right way to go about it.