App Makers Missing the Mark on Engagement (Infographic)

To successfully engage users, to increase retention and to deliver a useful experience, marketers must put the user first and learn from them.

Mobile usage and penetration has grown on a global scale in recent years.While this growth resulted in a boon for application makers and marketers, they are still missing out on a large chunk of engagement and retention, according to a recent survey. An infographic from Localytics examines the divide between app users and businesses.

Users seem to be caught between a desire for personalization and the need to protect their personal information. 35 percent of users refuse to turn on location services in weather apps despite the obvious benefit, 50 percent trust their mobile operators less than they did three years ago and 50 percent of “smartphone-dominant” users replace apps monthly.

Users also reject engagement efforts from businesses, mostly because it seems that businesses don’t understand how to engage. 52 percent of people view push notifications as annoying, and 25 percent of apps are used only once. Users are not getting the experience they want or desire from the apps available to them.

Marketers themselves are to blame for most of these problems. 44 percent view mobile as just a scaled-down version of their web initiatives, and only 17 percent take advantage of mobile data to transform customer experience. Only 10 percent of marketers consider themselves mobile-savvy, which means they know the divide is a major stumbling block.

To successfully engage users, to increase retention and to deliver a useful experience, marketers must put the user first and learn from them. View the infographic below for tips to get on course for success.

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Image courtesy of Shutterstock.