To Drive App Success, Shape Marketing Around Your Users
Ensure Users Discover And Understand Your App's Value Proposition
This report answers the following key questions:
- How do users find/search and assess apps of interest when on mobile and iPad?
- What key elements do consumers use to assess which apps will best meet their needs?
- How can we better promote our apps to encourage downloads?
This report will help mobile app developers and marketers better address their target consumers’ needs at every stage in the app purchase decision-making funnel, to the end of driving interest, downloads, and revenue.
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Research Background
In May 2010, AnswerLab conducted 25 one-on-one user research sessions in a lab setting to study mobile behavior. The goal of the research was to better understand how users expect to interact with content through websites and applications on their mobile phones and on touchscreen tablet devices like the iPad. AnswerLab researchers interviewed users about their mobile habits, with a focus on how they buy and use mobile applications and websites. Researchers also observed the participants using both their mobile phones and an iPad. Researchers utilized a “think aloud” methodology, encouraging the participants to verbally express their thoughts, questions, and feelings while interacting with these devices. The users owned a mix of touchscreen mobile devices, including the Apple iPhone, BlackBerry Storm, and Android devices including the Motorola Droid, HTC Droid Eris, and Motorola Cliq.
Download a free 2 page Executive Summary of the report here
