A study by experience design agency, Foolproof, reveals that consumers who feel mobile engagement with a company is of poor quality are deterred from any further engagement with that brand.
47% of smartphone users said they had cut off all dealings with a brand as a direct result of its mobile application or service not being good enough.
Consumers were put off by apps that were ‘unprofessional’; ‘poorly-managed’; or ‘out of touch with their customers’.
Mobile devices are widely used by consumers now to bank, shop and research on the go, which has allowed a new opportunity for brands to connect with their customers while they are on the move.
"Mobile devices are changing how consumers think, feel and act," said Caroline Ahmed, head of practice and insight at Foolproof. " From shopping and banking to gaming, media and entertainment, mobile is creating valuable opportunities to engage with consumers in new ways, at new times, and in new places."
The large number of consumers using their mobile device for everyday means reflects the importance of a brand or company to have a mobile service or application.
Consumers want the mobile applications and services offered to not just be available, but to be good. 81% of people surveyed stated that a mobile application or service has to make a strong first impression for them to keep using it. 73% Mobile users also said that a mobile service did not deserve their loyalty if it could not meet their needs.
Ahmed said that brands should focus on their mobile products and service which can have a effect on market share.
"We have seen how established brands are struggling to fill these new spaces in consumers’ lives and how the need for innovation in mobile product and service design has become a strategic issue for protecting and growing market share."
