TORONTO – Canadians are loading up on mobile apps, but only find a few useful, according to new research from LoyaltyOne.
After surveying 2,858 Canadians last June, the study found that the average smartphone user has downloaded 25 apps, but on average, only five of them are used daily. This means an app has only an 18% chance of landing, and staying, on a consumer’s main screen.
According to Jeff Berry, senior director of research and development at LoyaltyOne, the most successful mobile app offers consumers convenience, savings, and entertainment, and is simple to use.
“It’s tempting to use the intimacy of mobile to push promotions directly to the consumer, but not only does that risk becoming annoying, it trains customers to think of their relationship with your brand as consisting primarily of offers and discounts,” said Berry, in a news release. “Apps can help you identify your best customers, strengthen their brand relationships and increase transactions, but only if you pull the most effective levers and incentivize the right behavior.”
LoyaltyOne designs and implements coalition loyalty programs, customer analytics and loyalty services for Fortune 1000 clients around the world.
