Doesn’t provide value or

convenience

30.4%

Do you prefer to use a company's app or their mobile-optimized website?

I prefer to usetheir app

28.6% 21.9%I prefer to use their mobile-optimized

website

25%I like both

equally

24.5%I don’t prefer either

their app or mobile-optimized

website

Mobile apps are ubiquitous. With more than 1.5 million apps in Apple's App Store alone, there's an app for nearly everything. Consumers’ app usage correlates to their growing availability. In response, marketers must adapt their mobile strategies to better serve customers’ needs and expectations. 1to1 Media, with its partner SurveyMonkey, polled 578 U.S. consumers about their mobile app usage and preferences to help guide your app strategy.

What device do you use most often to search the Internet?

Mobile phone

38.8%Tablet

11.4%Smartwatch

0%Desktop

40%Other

9.7%

?How many apps do you use daily?

None

1-3

4-6

7-9 8%

10 or + 4.7%

10%

38.8%

38.6%

What are the main reasons why you've stopped using a company's mobile app?

Difficult to navigate

48.1%Lack of in-app

customer service

11.4%Doesn’t provide

what I need (I have to go the

main website)

50.2%

Which of the following features would increase your app usage?

Including an appfor wearables

7.8%

More interactiveand engaging

35%Greater

personalization

23.2%Improved

customer service

33.1%

Ability to sharecontent

12.6%

Incentives to usethe app more often

34.4%

Other20.3%

34%It was buggy or unreliable

None 9%

1-3 21.1%

4-6 30.1%7-9 20.1%

10 or + 19.7%

How many apps do you use weekly?

Please rank the main reasons you use a company's mobile app

Convenience 57.1%

Information 42.8%

E-Commerce 24%

Price comparison 32.2%

Gaming 51.1%

Customer service 27.8%

Design by Itzuri Burgos

The App Is Where

It’s at