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.

1. 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 use
their 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 app
for wearables
7.8%
More interactive
and engaging
35%
Greater
personalization
23.2%
Improved
customer service
33.1%
Ability to share
content
12.6%
Incentives to use
the app more often
34.4%
Other
20.3%
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