The importance of mobile apps as an emerging component of network operator customer loyalty is not surprising, but the magnitude shown by the survey is.
Las Vegas, Nevada (PRWEB) March 16, 2010
Mob4Hire, in collaboration with leading customer loyalty scientist Bob E. Hayes, PhD of Business Over Broadway, today announced the first look at the results of its “Global Wireless Satisfaction Survey” international research, conducted last month. The unprecedented 111-country survey analyzes the impact of mobile apps on operator’s churn (# of new customers acquired minus # of existing customers lost), as well as many dimensions of the app ecosystem as it relates to mobile user behavior and satisfaction.
The importance of mobile apps as an emerging component of network operator customer loyalty is not surprising, but the magnitude shown by the survey is:
- 75% of mobile users say apps are important when choosing their new operator.
- 37% of people who leave their operator cite bad mobile apps as a reason
The research also illustrates that network operators play a vital role in ensuring a great mobile app experience for their users. The two dimensions of Mobile App Customer Satisfaction and Mobile App Stability varies greatly across global wireless service providers; the report ranks 33 of the top network operators worldwide. The network operator providing the best mobile app experience to their users is Zain, serving over 64 million customers in 21 countries in Africa and the Middle East. Seven other operators share the top performing honors with Zain (in no particular order): BSNL, MTN, Vodafone, AT&T, Orange, Claro and Movistar. A Mob4Hire “5-Star Excellence in Mobile” award goes to these eight operators.
An 8-page Executive Summary is available free of charge at http://www.mob4hire.blogspot.com; or at Mob4Hire’s booth 6950 at CTIA Las Vegas, March 23rd to 25th.
The survey, conducted by Dr. Bob Hayes, Ph.D. (President of Business Over Broadway) used Mob4Hire’s extensive international “mob” of mobile users; the 5,000 survey respondents came from 111 countries, on 204 different wireless survey providers, using 179 different handset devices. The panel members are early adopters living a mobile lifestyle, and their behavior represents trends that help predict future revenues and business outcomes across the mobile ecosystem.
- 51% of the respondents use more than one network operator.
- 89% of mobile users report that applications crash on their phones.
- When considering downloading/purchasing mobile applications, users typically like to see at least a 4-star rating before they download/purchase the mobile application.
- On average, people downloaded 5 to 7 free apps in the last 3 months. In the same time period, paid apps downloads were low, with only 1 purchase per person in the last 3 months.
- Of those that have downloaded, 47% said they used two or more different app stores.
- Not surprisingly, iPhone users are the most active; 70% of users download 8 or more free apps. Over 60% purchase more than 2 apps.
- Bob Hayes, Ph.D., President, Business Over Broadway
“Finding a new important dimension of the customer experience that impacts customer loyalty in a big industry is exciting. Our research with Mob4Hire highlights the rapidly evolving wireless industry. There are many organizations that are not only struggling with their core products of wireless coverage and service, but are also unprepared for creating a good mobile app ecosystem. Our survey shows that 75% of customers consider mobile apps when selecting a new network operator, so operators who do not quickly implement a good strategy are going to miss out on the mobile app gold rush. Mob4Hire’s platform, survey tools and global panel of targeted mobile users helped me complete this research quickly and at a fraction of a cost of other methods.”
- Stephen King, CEO, Mob4Hire
“Mob4Hire’s mobile community of ‘real people on real handsets with real opinions’ are virtually everywhere; 40,000 people on 364 networks in 146 countries. This provides valuable opportunities to reach global users and include feedback and functional / usability testing for mobile app developers, market researchers, and for large organizations like network operators, handset manufacturers and O/S platform vendors. We were lucky to find a partner like Dr. Bob Hayes, a leading customer loyalty scientist. Nowhere is the effect of customer loyalty played out more immediately than on the battlefield of mobile apps, so being able to understand it quickly and accurately can make the difference between success and failure. Our survey shows that on average, people need to see 4 star ratings in mobile apps. If people aren’t recommending your product or service, you’re not getting new customers. We call it the ‘Curse of the One Star.’ With Mob4Hire, you gain valuable insight into "revenue-killing" shortfalls and start to understand the "killer-features."
- The 8-Page Executive Summary of the survey is available free of charge at http://www.mob4hire.blogspot.com
- Mob4Hire is attending CTIA Las Vegas, March 23rd to 25th, booth 6950.
- CNET “Smartphone users, keep complaining (Curse of the One Star)” Jessica Dolcourt
- MOBHAPPY “Mob4Hire Taking Off” Russell Buckley
- MOBILE USER EXPERIENCE (MEX) “Growing interest in remote mobile user experience testing” Marek Pawlowski
- QUIRKS MARKETING RESEARCH REVIEW: “Customer Loyalty 2.0: The NPS Debate and the Meaning of Customer Loyalty” Dr. Bob Hayes
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