Mobile app users demand relevant notifications

Although the majority of US smartphone owners now relies on their devices for everyday tasks, half of them (50%) have fewer than 25 apps installed on their phones. Indeed, consumers tend to be much more selective about the apps they choose than previously thought.

According to a survey among over 1,000 US-based mobile users by Connecthings, 84% said they used fewer than 10 apps on a daily basis whilst 69% admitted that they removed unwanted apps at least once a month.

This shows that the window for mobile apps to prove their value is very small. Indeed, 30% of respondents said they cleaned up their devices weekly.

The survey also revealed that the majority of mobile device users most frequently used practical apps (60%) and entertainment and gaming apps (55%) as well as shopping apps (48%).

At the same time, the study showed that users are demanding more relevant experiences from their apps. 60% of respondents said they wanted mobile experiences that were customised toward their needs and location, whilst 40% believe apps should predict their desires based on location and behaviour. A good example of this would be suggesting alternate travel routes in case of a traffic jam or bad weather.

However, just half of app notifications sent were actually perceived as contextually relevant. These frustrations have led to mobile users (58%) opening just 25% or fewer of their app notifications. A whopping 62% of respondents stated lack of relevance as their main reason for not opening notifications.

Meanwhile, privacy is a major issue for app users with 72% saying that their data should not be shared with third parties. Whilst 79% of users would share data with family, just 56% would do the same with friends and percentages of sharing-willingness drop sharply as one leaves the inner circle. For example, just 19% would share data with their favourite apps and even fewer (14%) are happy to share data with brands.

The results highlight that despite this perceived gap, there’s also a good opportunity for app developers and marketers to make use of more powerful technologies such as artificial intelligence to provide more contextually relevant mobile app experiences.

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