Apptentive Sets New Standard for Mobile Industry with Inaugural Mobile App Engagement Benchmark Report

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New Benchmarks Set Industry Standard for Mobile Surveys, Ratings and Reviews, and Customer Interaction and Engagement Rates

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“Brands have been conditioned to believe it is normal to only hear from 1% of their customers; Apptentive, and the Mobile App Engagement Benchmark, has created a new normal,” said Robi Ganguly, CEO of Apptentive.

Apptentive, the mobile customer engagement software for enterprise apps, today released The State of Mobile App Engagement: 2016 Benchmark Report, a new way for companies to measure the success of their apps.

In a time where mobile is so important to revenue, brand reputation, loyalty, and the overall customer experience, companies can’t afford to under-deliver. To meet consumers’ rising mobile expectations, it’s essential for businesses to reevaluate the metrics the industry has traditionally considered acceptable. Apptentive’s benchmark metrics set a new standard for the mobile industry, including average in-app survey response rate, distribution of star ratings in the app stores, customer engagement and responsiveness, and more.

Key findings:
<> Average mobile survey response rates are 13%—a large departure from the one percent industry standard currently accepted.

<> On average, companies interact with 9% of customers in their mobile app. Interactions include ratings prompts, notes, surveys, and Message Center.

<> Average mobile customer engagement rate is 62%; meaning, the majority of mobile customers respond to companies communication outreach.

“Brands have been conditioned to believe it is normal to only hear from 1% of their customers; Apptentive, and the Mobile App Engagement Benchmark, has created a new normal,” said Robi Ganguly, CEO of Apptentive. “By leveraging the right tools, messaging at the right place and time, and respecting customers, companies can now hear from, and communicate with a much larger percentage of their customer base. This will help them create more personalized mobile experiences, and a more customer centric business in order to meet rising consumer expectations.”

To create the benchmarks, Apptentive analyzed data from nearly 1,000 of the company’s customers’ mobile apps, including both Android and iOS apps in all categories from April 2015 to April 2016. A vertical specific version of the benchmark report, which focuses on Food and Drink, Shopping, Lifestyle, Productivity, and Entertainment, is also available.

The full report, and the vertical specific version is available for free download here.

Apptentive’s mobile customer engagement software helps companies listen to, engage with, and retain their customers. The product gives brands the opportunity to identify who to talk to, intelligently engage user segments, and mobilize customers to take action through in-app messages, surveys, and ratings prompts. Integrated into thousands of mobile apps, Apptentive helps companies engage mobile customers, boost app ratings, drive downloads, and earn customer loyalty. The company powers millions of customer conversations every month for companies including Concur, DraftKings, Evernote, Intercontinental Hotels Group, Nordstrom, and Zillow. The company is based in Seattle, Washington.

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Marissa Smith
Apptentive
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