Mobile users want more contextually-relevant and personalised app experiences

Anne Freier

In Mobile Advertising. February 19, 2019

When it comes to mobile apps, users are demanding more than ever before in a growingly competitive landscape, according to new research from location-based marketing company Connecthings.

The survey of 1,000 mobile users found that 74% of respondents use fewer than 10 apps per day and two-thirds of mobile users clean up their phones at least once a month.

Interestingly, the study also found that younger generations aren’t necessarily more app-hungry than older ones. Indeed, Gen Z users use less apps on a daily basis and are slower to adopt new technologies than millennials.

Only half of mobile users believe they do receive relevant notifications from apps, whilst 60% considered lack of relevancy and poor timing the most annoying issues with notifications. Among the most useful notifications are weather, social media and messaging and finance notifications.

Privacy remains a key issue of worry for the majority of respondents (72%). In particular, third-party data sharing is an area of key concern. Women and Baby boomers tend to worry more about privacy than male or Gen Z users. However, the findings highlight that app makers and marketers must address security and privacy issues in an effort to remain transparent with users.

Context is king when it comes to mobile apps. A whopping 70% of respondents said they would prefer more contextual app experiences, for example a ride-sharing app changing its offer when it’s raining.

Similarly, 85% are in favour of app personalisation, for example a ride-sharing app adjusting offers depending on whether the user is a frequent traveller or not. Interestingly, Gen Z tends to be the least worried about personalisation compared to other generations.