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Mobile app Use and Abandonment Global Survey of Mobile app Users

January 2015

2

Executive Summary

Users are reaching for mobile devices numerous times everyday

to use mobile apps. These users shared that peer reviews and

ratings significantly affect their app choices. App stability and

performance heavily define the user experience and overall

satisfaction. Yet this study finds that users are experiencing

severe app performance issues regularly. Importantly, apps that

exhibit these issues are quickly abandoned after just a few

occurrences.

For companies who create mobile apps, while good

performance can lead to app downloads and satisfied

users, poor performance will result in quick app

abandonment and brand tarnishment.

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Key Findings

• 80% Use mobile apps up to 15 times a day

• 34% Choose apps based on peer feedback

• 96% State app performance is important

• 49% Expect apps to respond in 2 seconds or less

• 29% Experience app Issues weekly

• 80% Indicated they will attempt to use a problematic

app three times or less

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METHODOLOGY AND PARTICIPANTS

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Research Goal The primary research goal was to capture hard data

on the key factors that determine end user

satisfaction with mobile apps. In addition, research

sought to determine what users did when they were

unsatisfied with a mobile app.

Goals and Methodology

Methodology Mobile devices users in North America and Europe

were invited to participate in a survey on the topic of

mobile apps. The survey was administered

electronically and participants were offered a token

compensation for their participation.

Participants A total of 3011 participants that use mobile apps completed the global survey including those in Belgium, Canada, France, Germany, Netherlands, United Kingdom, and United States.

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Participant Demographics

Location

United States & Canada, 1502

Europe, 1509 50% 50%

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DETAILED FINDINGS

Research Note

Detailed analysis was performed to compare findings from North

America with those from Europe. No statistically relevant difference

was found. Hence the mobile device users in EMEA provided the

same information as those in North America.

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Approximately how many times each day do you use a mobile device

in order to use mobile apps?

80% Use Mobile Apps Up to 15 times a Day

80%

18%

2%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

1 – 15 15 – 50 More than 50

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When choosing a mobile app, which of the following most influences

the app you pick?

34% Choose Apps Based on Peer Feedback

Star rating and user reviews

34%

Promised functionality (what the app is supposed

to do) 34%

Price 29%

Number indicating how many times

an app has been downloaded

3%

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How important is the speed and responsiveness of mobile apps?

96% State App Performance is Important

21% 55% 20% 3% 1%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Critically important

Very important

Important

Somewhat important

Unimportant

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In your opinion, how fast should an app respond?

49% Expect an App to Respond in Two Seconds or Less, Setting a New Benchmark

7%

14%

28%

23%

19%

9%

0%

5%

10%

15%

20%

25%

30%

Less than a second 1 second 2 seconds 3 seconds 4 seconds More than 4 seconds

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On average how often do you experience issues with mobile apps?

29% Experience App Issues Weekly

Never 30%

Multiple times a year 22%

Multiple times a month 19%

Multiple times a week 17%

Multiple times a day 12%

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Over the last six months, have you experienced a mobile app that

crashed, stopped responding or had errors?

53% of Users Experienced Severe App Issues Over the Last Six Months

Yes 53%

No 47%

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When mobile app issues arise, what do you think is the cause? Select all that apply.

55% Hold the App Responsible for Performance Issues

29%

13%

18%

22%

55%

0% 10% 20% 30% 40% 50% 60%

I really don’t know

The phone or tablet

The phone or tablet operating system (i.e. iOS, Android,Windows)

The mobile network

The app itself

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What have you done when you experienced a mobile app that

regularly ran slowly? Select all that apply.

Overwhelmingly, Users Abandon Slow Performing Apps

16%

4%

6%

7%

30%

32%

33%

37%

48%

0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

Nothing, I still use the app

Other

Wrote a bad review

Gave negative ‘star’ ratings

Used the app less frequently

Looked for an alternative app

Stopped using the app

Checked for an app update

Uninstalled or removed the app

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What have you done when you experienced a mobile app that

regularly crashed, stopped responding or had errors? Select all that apply.

Severe App Issues Drive Users Away

14%

4%

7%

8%

21%

28%

34%

37%

53%

0% 10% 20% 30% 40% 50% 60%

Nothing, I still use the app

Other

Wrote a bad review

Gave negative ‘star’ ratings

Used the app less frequently

Looked for an alternative app

Checked for an app update

Stopped using the app

Uninstalled or removed the app

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When you experience a problem with a mobile app, how many

attempts will you make to retry the app?

80% Indicated They Will Attempt to Use a Problematic App Three Times or Less

6%

15%

35%

24%

6% 8%

6%

0%

5%

10%

15%

20%

25%

30%

35%

40%

I won’t try the app again

1 2 3 4 5 More than 5

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Have any of these issues ever caused you to stop using a mobile app? Select all that apply.

36% Stopped Using an App Because of Battery Consumption

54%

20%

36%

0% 10% 20% 30% 40% 50% 60%

None of these issues caused me to stop using an app

Heavy cellular data usage

Heavy battery usage

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Have any of these issues caused you to have a lower opinion of the

company who created the mobile app? Choose all that apply.

App Performance and Stability Issues Erode Brands

31%

1%

15%

16%

17%

17%

25%

25%

28%

36%

37%

0% 5% 10% 15% 20% 25% 30% 35% 40%

No issues change my opinion of the company

Other

Heavy cellular data usage

Missing features

Consumes significant device storage

Low user reviews

Heavy battery usage

Price

Difficult to use app

Slow performance

Frequent crashes or freezes

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For more information…

About Dimensional Research

Dimensional Research provides practical marketing research to help technology companies make smarter business decisions. Our researchers are experts in technology and understand how corporate IT organizations operate. Our qualitative research services deliver a clear understanding of customer and market dynamics.

For more information, visit www.dimensionalresearch.com.

About HP

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For more information, visit www.hp.com.

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APPENDIX

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What mobile devices do

you frequently use?

Choose all that apply.

Over 90% Use Smart Phones with a Majority on Android Operation Systems

59%

92%

0% 20% 40% 60% 80% 100%

Tablet (i.e. iPad, AndroidTablet, Kindle Fire)

Smart phone (i.e. iPhone,Android Phone,

Blackberry)

What is the primary mobile

device operating system that

you use?

Android 57%

iOS (Apple) 30%

Windows (Microsoft)

10%

Blackberry 2%

Other 1%

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What types of mobile apps do you use frequently?

Communication Tops Mobile apps Used

5%

5%

6%

8%

13%

14%

16%

18%

20%

20%

20%

21%

25%

29%

32%

35%

0% 50% 100%

Home monitoring

Insurance

Transportation (Uber, Lyft)

Healthcare

Local information (Yelp, GasBuddy)

Mobile provider usage information

Travel (TripAdvisor)

Tools

Cloud Storage (Dropbox, Google Drive)

VOIP Apps (Skype, Viber, WhatsApp)

Sports

Photo editing and sharing

To-do lists, (tasks, shopping, etc..)

Music (Spotify, Pandora)

Shopping (online purchasing)

Navigation

41%

43%

43%

46%

49%

49%

51%

54%

59%

61%

62%

65%

69%

74%

0% 50% 100%

Banking

News

Search

Contact list / address book

Calendar

Maps

Games

Clock (Alarm, timer, stopwatch)

Social Media (Facebook, Twitter, etc..)

Phone

Weather

Camera

Texting

Email

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RECOMMEND LEAVING OUT OF PUBLIC REPORT

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Approximately how many different mobile apps do you use in a typical

day?

88% Use Up to 15 Apps Each Day

88%

11%

1% 0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

1 – 15 15 – 30 More than 30

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How long are you willing to wait for a mobile app to load and start?

61% Expect an App to load in Four Seconds or Less

3%

12%

24% 22%

39%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

1 second 2 seconds 3 seconds 4 seconds More than 4 seconds

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In the last six months, have you experienced slow load and start times

with a mobile app?

More Than 50% Experienced Poor App Performance in the Last Six Months

Yes 57%

No 43%

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In the last six months, have you experienced an app that responded

slowly?

60% Experienced Sluggish Apps in the Last Six Months

Yes 60%

No 40%

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Which of the following are reasons you have stopped using an app? Select all that apply.

Performance Issues Result in App Abandonment

33%

29%

31%

35%

46%

0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

None of these issues caused me to stop using an app

Takes too long to launch the app

The app is too slow to respond to clicks and desired actions

Errors occur when using the app

The app crashes or stops responding