July 12, 2024

Airship survey reveals companies still struggling to improve mobile app experiences

Airship survey reveals companies still struggling to improve mobile app experiences


Mobile app experience company Airship Today groups withMobile app experience gap survey“His most recent study. Findings highlight the top internal challenges that companies of all sizes face in delivering, optimizing, and optimizing mobile app experiences for their customers. A major takeaway is that app teams in companies with 1,000 or more employees underperform due to internal processes. and priorities in improving customer experiences across the application lifecycle.

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Although almost all marketers and mobile product owners rely on developers to improve app users’ experiences, they see their app improvement requests happen faster than those who implement them. Nowhere is the optimism of marketers more evident than in enterprise firms, with nearly twice as many marketers as developers saying orders were fulfilled instantly. Developers were twice as likely than marketers to say that these requests took a month or several months to complete. (Graphic: Business Wire)

Mobile app experiences (MAX) as a concept and best practice remain uncharted territory. Many companies struggle to pool resources and implement agile methods to get more value from mobile apps, while others struggle with 3.5x higher revenue and 3x repeat purchase from app customers. The study reveals the differences between technical (developed) and non-technical (marketed) teams in terms of their competence and expertise in improving mobile app experiences across seven key operational areas

  1. Optimize the App Store

  2. release frequency

  3. Application setup

  4. Preferences Center

  5. Customer Surveys

  6. Improve app experiences

  7. Communication in the team

Big companies are most in need of improvement

Developers and marketers at large companies with more than 1,000 employees have a dire need for improvement when it comes to App Store Optimization (ASO). Ten years of organic and paid search data across app stores shows that even the most popular brands generate up to 50 percent of organic traffic by optimizing unbranded search terms.

Overall, 89 percent of developers said they monitor App Store appearances and conversion rates “regularly” or “daily,” which they described as a “good” or “excellent” feature. Two-thirds of marketers conduct ASO trials monthly, and 27 percent even weekly. However, 20% of enterprise developers admitted they could do more. 41 percent of marketers at large organizations only try every three months or less frequently—a much higher percentage than for smaller organizations.

Once the app is downloaded, marketers and app product owners are under increasing pressure to build new relationships, especially as paid user acquisition campaigns are less targeted. While most developers say it takes “several weeks” to create and implement a preference center (53 percent), a multi-screen tutorial or subscription flow (52 percent), a third estimate developers at large companies put the effort into “a month” or “several” months ”- or they state that they have no experience with it.

When mobile apps are implemented, there is a huge gap between app rating and app optimization. Nearly two-thirds of respondents (64 percent) review and adapt tutorials for the multi-screen feature and subscription flow at least monthly. However, more than a third of companies only improve on these critical setup experiences every three months or less. In large companies, this is the case for nearly half of the companies. Likewise, nearly a quarter of marketers and developers at large companies are either unsure of the last time they updated their apps preference center, or said it was a year, two years ago, or more.

The good news: More than a decade of implementation has improved team relationships

For the app to be successful, customers have to find it, download it, rate it enough to keep using it, and eventually sign up. This can only be achieved with a team that includes both technical and non-technical roles. Its members speak different languages ​​but rely on each other to bridge the gap between average performance and a great mobile app experience.

Half (51 percent) of developers said they work very well with their marketing and product teams. Another 37% of developers said marketers are “good partners.” Marketers were more positive about relationships with developers: 62 percent said collaborations were very good, and 29 percent described them as “perfectly good partners.” Overall, only 12 percent of developers and 9 percent of marketers described their relationships as “controversial discussions,” and the percentages were much higher for smaller and larger companies. However, no one chose the two most negative characterizations, ‘difficult’ and ‘uncooperative’.

Marketers’ trust belies their almost complete dependence on developers

With nearly three-quarters of marketers and product owners thinking about app improvements each week, and 48 out of 50 of them relying on developer resources to implement improvements, it’s a wonder that developers keep the real work—new features and QA testing. Twice as many marketers as developers in large and medium-sized companies believe their requests for improvement in the areas of setup, acceptance, subscription, and data collection will be processed “immediately with the next app update.” In contrast, twice as many developers in large and medium-sized companies say it takes “a month” or “several months” to implement.

“Today’s customers want personalized and timely service, which is more likely to happen in mobile apps,” he said. Britt KingAirship CEO. “The commercial value of app-focused experiences is clear, as you see in the annual reports every quarter. Despite these findings, many companies struggle to maximize the value of their apps. Application teams remain isolated, stuck in web-age dependencies and methods that don’t meet customer expectations. New. At Airship, we aim to change all of that with code-free methods to enable the entire team to easily and quickly build, automate, and customize on-premises app experiences to create sustainable value.”

Download the full study here Download the mobile app experience gap survey.

Airship is hosting Elevate22: Mastering MAX on September 28 in New York and October 13 in London, a live event featuring some of the world’s most valuable brands. sign inLearn firsthand how leading brands create tremendous value for their customers and their businesses.


The study was conducted by Sapio Research among 100 application developers and 102 application marketers and product owners with active participation or responsibility for mobile customer applications in companies with annual revenues of more than $2 million. The survey was restricted to English-speaking countries UK, USA, Australia, Canada, India and Singapore to ensure that the questions were clearly understood.

short range airship

Nobody knows, offers, or is committed to helping brands create more mobile (MAX) app experiences than Airship.

From the early days of mobile apps, Airship developed the first commercial app messaging and then expanded its data-driven approach to include all re-engagement channels (SMS, email, mobile wallet), app UX experiences, no-code native app design experiences and app store optimization (ASO). ).

Airship has enabled trillions of mobile app interactions for thousands of global brands and is proud to be at the forefront of the evolution that has made apps the digital center of customer experience, brand loyalty, and monetization.

With Gummicube’s Airship App Experience platform and ASO technology and expertise, brands now have a full suite of solutions to enhance the entire mobile app experience – from acquisition to loyalty – to deliver greater value for creativity for all involved.

For more information, visit us at www.airship.comread our Articles or follow us TwitterAnd the LinkedIn And the Facebook.

Anna Williams


+44 20 3405 5160

[email protected]

Tania Kosshady

Koschade PR

+49 89 55066850

[email protected]

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