AnswerLab Reveals Mobile App Marketers' Missed Opportunities

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Many mobile application developers and marketers are missing opportunities to draw in new users by failing to put their app’s value proposition front and center, according to a new report from AnswerLab, a firm specializing in user experience research. The report provides insights from 25 in-depth user interviews focused on how consumers buy and use applications and websites on mobile phones and on the iPad.

Many mobile application developers and marketers are missing opportunities to draw in new users by failing to put their app’s value proposition front and center, according to a new report from AnswerLab, a firm specializing in user experience research. The report provides insights from 25 in-depth user interviews focused on how consumers buy and use applications and websites on mobile phones and on the iPad.

According to findings from AnswerLab’s newest report, “To Drive App Success, Shape Marketing Around Your User,” (available at answerlab.com/reports/appmarketing.php) successfully marketing mobile applications to drive consumer interest requires app marketers and developers take into account a number of important factors. At a high level, consumers are asking themselves the question, “What will this app do for me?” Marketing messaging and creative that helps quickly and easily answer this question for users can, according to AnswerLab’s research, help drive not only interest in the app, but also downloads and revenue. The report provides user insights and examples illustrating the specific ways that users search for and choose mobile applications. Application developers who understand how users choose their apps can significantly increase the number of downloads of their products.

“Consumers consistently look for the value proposition when they’re shopping for apps – regardless of whether they’re browsing games, productivity, or media. Too many developers and marketers fail to make the benefits of their app easy for consumers to discover and understand,” says Sally Cohen, researcher at AnswerLab and author of the report. “Even if the app costs only $0.99 – even if it’s free – consumers want to know the benefits that they’ll get for their outlay.” The report includes details on the methods that are used to market apps and which ones are successful from the perspective of the mobile user. The report is written for mobile app developers or those who focus on mobile application marketing.

About AnswerLab:
AnswerLab conducts user experience research providing insight and recommendations about how people use websites, software and mobile applications. AnswerLab partners with clients at any phase of product development, from concept testing through implementation to ongoing benchmarking and tracking. AnswerLab’s research insights give clients the confidence needed to make important design decisions and offers details into the thoughts and attitudes of target customers. Clients gain insights with a minimum investment in time - AnswerLab manages the project from start to finish and delivers the "a-ha" moments.

AnswerLab is a recognized leader in user experience research. The company has been named an Inc 5000 company two years in a row. In 2009 AnswerLab was the only research firm named to Inc Magazine's Inc 500 List of Fastest Growing Privately Held companies in America. AnswerLab was also the only research firm named to The San Francisco Business Times' list of 100 Fastest Growing Private companies in the Bay Area two years in a row. In 2008, AnswerLab won the prestigious Honda Premier Partner Award, awarded for excellence in client service. AnswerLab's clients include industry-leaders such as Wells Fargo, FedEx, Yahoo!, eBay, P&G, Intuit, Blackrock, Walmart, PayPal, Electronic Arts, Kraft, Genentech, Cisco, Experian, ING direct and Microsoft. The company was founded in 2004 and serves clients nationally and internationally from headquarters in San Francisco, California. Learn more at answerlab.com

If you would like more information on this topic or to schedule an interview please contact pr (at) answerlab (dot) com, (415) 963-3106.

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Dan Clifford

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