Does My Company Really Need a Mobile App?

Mobile apps are all the rage. In 2016, users downloaded over 90 billion apps on the iOS App Store and Google Play. These users spent nearly 900 billion hours in apps during the course of the year. On a monthly basis, they accessed over 30 different apps — at least nine per day.

Companies of all kinds are keen to take advantage of this usage, and new apps are being launched daily. But not all of these apps accomplish their goal. In fact, Gartner says that less than 0.01% of consumer mobile apps will be financially successful.

Should your company get in the mobile app game? How can you predict if users will want to use your app?

Two Good Options (That Serve Different Purposes)

There’s no debate that mobile-mindedness is a must. 77% of Americans own a smartphone, and one in ten American adults are “smartphone-only” internet users. (They own a smartphone but don’t have traditional home internet service.) Reliance on mobile devices has never been higher, and successful companies are building strategies around this reality.

You have a couple of different options to provide your users with a good mobile experience: a mobile-friendly website or a mobile app. Mobile websites are simpler to build and easier to maintain. Mobile apps, on the other hand, can provide an easier way for users to access your products and services or the data and functions that they need.

It’s All About the User

The answer to “Should my company build an app?” starts with the user. Because if prospects and customers don’t consider your app to be a real asset, they won’t use it.

Everyone wants to make life easier for themselves. Users are motivated to reduce the amount of time and steps required to do what they want to do — whether that’s scrolling through memes, booking a ride, or finding business intelligence data. So if an app would make things simpler for your users, it’s smart to consider creating one.

When to Choose a Mobile App

But while people want to make life easier, they also have limited storage space on their smartphones. For people to download and use an app, it must provide a unique and original experience that they couldn’t get through a mobile-friendly website.

What kind of experience are users looking for? They want to save time, reduce frustration, and be inspired. Mobile apps can help companies accomplish these things for users because they’re significantly more versatile than mobile websites. Mobile apps provide a seamless connection to the device’s hardware and features, trigger notifications, and offer speedier performance.

To decide if users would actually use your mobile app, ask yourself questions like these:

  • Will users regularly need quick access on the go?
  • Will users be uploading photos they’ve taken with their smartphone?
  • Will users be calling a phone number after finding information?
  • Will users need to access data that’s stored in their smartphone?
  • Will users need to interact with their smartphone’s calendar?
  • Will users be navigating to a location?
  • Will users be making payments on their smartphone?
  • Will users want to access your rewards program regularly?
  • Will users need reminders of deadlines or important dates?

A better question than “Does my company need a mobile app?” is “Could a mobile app make it easier for prospects and customers to do what they’re trying to do?” If the answer is “Yes,” then you’ll skyrocket your likelihood of success. People will be motivated to download and use your app.

Want to talk about a mobile app or mobile website strategy for your business? Get in touch and we’ll schedule a call.

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