Business Wire

Airship’s Survey Reveals Companies Still Struggle to Optimize Mobile App Experiences

Share

Airship today published its Mobile App Experience Gap Survey report , which spotlights key internal challenges companies of all sizes face in deploying and improving mobile app experiences for their customers. Findings show that app teams at companies with 1,000 employees or more underperform in optimizing customer experiences across the entire app lifecycle due to internal processes and priorities.

This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20220906005387/en/

To view this piece of content from mms.businesswire.com, please give your consent at the top of this page.

​​Despite virtually all marketers and mobile product owners being dependent on developers to improve app user experiences, they view their app enhancement requests happening faster than those implementing them. Nowhere is marketers’ optimism more on display than with enterprise companies, where nearly twice as many marketers as developers say requests were implemented immediately. Developers were twice as likely as marketers to say those requests took a month or multiple months. (Graphic: Business Wire)

Survey results show that mobile app experience (MAX) – as a concept and set of best practices – is still very much a frontier. Many companies struggle to marshal resources and apply agile methods to generate greater value from mobile apps, while others see 3.5X more revenue and 3X greater purchase frequency from customers with the app. The survey identified gaps between technical (developers) and non-technical (marketing) teams with respect to their level of maturity in optimizing mobile app experiences across seven key operational areas:

  1. App store optimization
  2. Release cadence
  3. App onboarding
  4. Preference centers
  5. Customer surveys
  6. Experience optimization
  7. Team communication

Enterprise companies have the most room for improvement

Developers and marketers in companies with more than 1,000 employees cited the most room for improvement in app store optimization (ASO). A decade of data across organic and paid search in the app stores shows that even the most well-known brand can generate up to 50% of its organic traffic by optimizing for non-branded keywords. Overall, 89% of developers cited “good” or “great” capabilities, either monitoring visibility and conversion rates in the app stores “regularly” or “daily.” Likewise, two-thirds of marketers run ASO experiments monthly, including 27% that do so weekly. However, 20% of developers at enterprise companies admitted they could do better, and 41% of enterprise marketers experiment quarterly or less often — far greater percentages than at smaller companies.

Once an app is downloaded, marketers and mobile product owners are under increasing pressure to make new relationships blossom, especially as paid user acquisition campaigns become less targeted. While most developers say it takes “multiple weeks” to build and deploy a preference center (53%) or a multi-screen feature tutorial or opt-in flow (52%), a third of enterprise developers estimated “a month” or “multiple months” or admitted they don’t have these experiences.

Once mobile app experiences are deployed, there’s a stark gap between app assessment and app improvement. Nearly two-thirds (64%) of respondents assess and adapt multi-screen feature tutorials and opt-in flows at least monthly. However, more than a third of companies only improve these critical onboarding experiences quarterly or less often, jumping to nearly half of enterprise companies. Likewise, almost one-quarter of enterprise marketers and developers were either not sure when they had last updated their app’s preference center or said it had been 1-2 years or longer.

The good news: a decade-plus of apps has improved relationships across diverse teams

For apps to be successful, a customer must find it, download it, value it enough to keep using it, and ultimately self-identify. It takes a village spanning technical and non-technical roles to make that happen. The roles speak different languages, while being dependent on one another to close the gaps between so-so performance and mobile app excellence.

Half of developers (51%) said they work very well with marketing and mobile products owners, with another 37% of developers saying marketers are “decent partners.” Marketers were even more positive about relationships with developers: 62% said they work very well together, and 29% said they are decent partners. Overall, only 12% of developers and 9% of marketers characterized their relationships as “contentious discussions,” though that skewed much higher at the smallest and largest companies. Not a single respondent chose the two most negative characterizations — “difficult” and “uncooperative.”

Marketers’ confidence belies near-total reliance on developers

With nearly three-quarters of marketers and mobile product owners thinking about app enhancements each and every week, and 48 out of 50 relying on developer resources to make improvements happen, it’s a wonder that developers get to focus on job #1 — major new features and QA testing. Twice as many marketers as developers at enterprise and mid-market companies believe their onboarding, adoption, opt-in and data collection enhancement requests are handled “immediately, with the next app update.” In contrast, twice as many developers at enterprise and mid-market companies say these requests take “a month” or “multiple months.”

“Customers today need to be served personally and in their exact moments, which, practically by definition, is happening more in mobile apps than anywhere else,” said Brett Caine, CEO and president, Airship. “The business value of app-centric experiences is self-evident as you see it reinforced every quarter in earnings reports. Yet, despite those game-changing results, many companies struggle to maximize value. App teams and capabilities remain siloed, stuck in a web-era limbo of dependency and promotional approaches that fail to rise to the new customer experience expectation. At Airship, we’re aiming to change all of that with no-code methods that empower the entire team to easily create, automate and adapt native app experiences on the fly in order to capture and sustain more value.”

Download the full Mobile App Experience Gap Survey report.

On September 28 in New York City and October 13 in London, Airship will host “Elevate22: Mastering MAX,” a live, in-person event featuring some of the world’s most valuable brands. Register to hear firsthand how leading brands are creating exponential value for both customers and their businesses.

Methodology

The survey was conducted by Sapio Research among 100 App Developers and 102 App Marketers and Product Owners with active involvement or responsibility for customer-facing mobile apps from companies of over $2 million annual revenue. Respondents were limited to English-speaking countries — U.K., U.S., Australia, Canada, India & Singapore — to ensure questions were clearly understood.

About Airship

No one knows more, does more, or cares more than Airship when it comes to helping brands master mobile app experience (MAX).

From the beginning of apps, Airship powered the first commercial messages and then expanded its data-led approach to all re-engagement channels (mobile wallet, SMS, email), app UX experimentation, no-code native app experience creation and App Store Optimization (ASO). Having powered trillions of mobile app interactions for thousands of global brands, Airship’s technology and deep industry expertise have enabled apps to become the digital center of customer experience, brand loyalty and monetization.

With the Airship App Experience Platform and Gummicube’s ASO technology and expertise, brands now have a complete set of solutions to optimize the entire mobile app customer journey – from the point of discovery to loyalty – driving greater value for everyone involved.

For more information, visit www.airship.com, read our blog or follow us on Twitter, LinkedIn and Facebook.

To view this piece of content from cts.businesswire.com, please give your consent at the top of this page.

Contact information

North America:
Deidre Wright
Airship
+1 415-223-0832
deidre.wright@airship.com

Shannon Wojcik
Aircover Communications
585-831-6267
shannon.wojcik@aircoverpr.com

EMEA:
Ana Williams
Airship
+44 (0)20 3405 5160
press@airship.com

Pauline Delorme
Tyto PR
+44 (0)20 3934 8882
Airship@tytopr.com

About Business Wire

For more than 50 years, Business Wire has been the global leader in press release distribution and regulatory disclosure.

Subscribe to releases from Business Wire

Subscribe to all the latest releases from Business Wire by registering your e-mail address below. You can unsubscribe at any time.

Latest releases from Business Wire

Acathia Capital Completes Acquisition of Swedish Life Insurer Futur Pension7.10.2022 12:51:00 EEST | Press release

With the receipt of approvals from the Swedish Financial Supervisory Authority, Acathia Capital has completed the increase of its stake in Futur Pension Försäkrings AB, the most successful life insurer in Sweden. Since 2019, Acathia Capital has been the joint lead investor, together with the Nordic private equity manager Polaris, in this investment, within a group of 5 institutional investors. As a result of the transaction, investment vehicles advised by Acathia have increased their joint stake in Futur Pension from 30% to almost 50%. Futur Pension is a powerful demonstration of how digitalization is fundamentally transforming the insurance business. The fintech, founded in 2000, has already fundamentally transformed the Swedish life insurance market in terms of cost and market share structure. Dr. Thomas Schmitt, managing partner of Acathia Capital, comments: “Futur Pension has increased its market share from 7% to over 11% of premium volume since we have become owners in 2019, makin

EIG’s MidOcean Energy to Acquire Tokyo Gas’ Interests in Portfolio of Four Australian Integrated LNG Projects for US$2.15 Billion7.10.2022 11:44:00 EEST | Press release

MidOcean Energy (“MidOcean”), an LNG company formed and managed by EIG, a leading institutional investor in the global energy and infrastructure sectors, today announced that it has entered into a definitive agreement with Tokyo Gas Co., Ltd (“Tokyo Gas”) to acquire Tokyo Gas’ interests in a portfolio of four Australian integrated LNG projects. Under the terms of the agreement, MidOcean will acquire Tokyo Gas’ interests in Gorgon LNG, Ichthys LNG, Pluto LNG and Queensland Curtis LNG for total cash consideration of US$2.15 billion. These integrated projects span Australia’s western and eastern seaboard and are major suppliers of LNG to Asia, with a diverse set of long-dated take or pay contracts with investment grade counterparties, and to Australia’s domestic gas markets. The portfolio is expected to generate approximately 1 million tonnes per annum of LNG net to MidOcean, production that is underpinned by long-life reserves and a globally competitive cost structure. The portfolio bene

Slate Asset Management Provides Fleet Financing to Move About Group AB to Support Rollout of Electric Vehicles and Charging Infrastructure Across Europe7.10.2022 10:00:00 EEST | Press release

Slate Asset Management (“Slate”), a global alternative investment platform targeting real assets, today announced that it has agreed to provide financing to Move About Group AB (“Move About”), a Swedish electric mobility service, to support the roll out of more than 150 electric vehicles and electric vehicle charging infrastructure throughout Europe. The car funding provided by Slate will be used to bolster Move About’s electric car fleet, which currently owns and operates over 800 electric cars and has more than 71,000 users on its platform. Move About is a Sweden-based electric mobility service that delivers environmentally friendly and cost-effective mobility solutions to over 300 locations across Sweden, Norway, and Germany. Move About has partnered with some of the largest companies across Europe to save tons of carbon dioxide emissions every year. Since it was founded in 2007, Move About has become the largest provider of emission-free carsharing in the Nordic region. Christian S

LabGenius Secures Government Innovation Grant to Expand ML-driven Drug Discovery Platform, EVA™7.10.2022 10:00:00 EEST | Press release

LabGenius, a pioneer in the use of machine learning (ML) for antibody engineering, today announced that it has been awarded a highly competitive SMART grant from Innovate UK. Grants from the £25 million fund allow businesses like LabGenius to realize the potential of new ideas by investing in game-changing, commercially viable research and development projects. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20221007005023/en/ To date, LabGenius’ EVA platform has been used to co-optimize mono- and multi-specific single domain antibodies for biochemical and bio functional properties, including stability, potency and selective tumor cell killing. This grant will be used to further expand EVA 's capabilities by accelerating the platform’s ability to optimize antibody-based immune cell engager molecules. Many existing antibody therapeutics have poor selective cell killing profiles, which can result in on-target, off-tumor effects,

Valbiotis Accelerates Its Marketing Strategy7.10.2022 08:35:00 EEST | Press release

Regulatory News: Valbiotis (FR0013254851 – ALVAL, PEA / SME eligible), a Research and Development company committed to scientific innovation for preventing and combating metabolic and cardiovascular diseases, is accelerating its marketing strategy. Sébastien PELTIER, Chairman of the Valbiotis Board of Directors, states: "Today, we are embarking on a complementary development cycle to commercialize our innovative active substances, with the aim of providing breakthrough solutions for reducing the risk factors of cardio-metabolic diseases. Our new strategy aims to accelerate the growth of Valbiotis and to boost its capacity for innovation using two main levers: firstly, the signing of international partnerships (global or regional) with major players in the nutrition and healthcare sectors, supported by the specialist firm AEC Partners1, and secondly, the company's own marketing of its products on the French market. This dual strategy, creating value, will enable Valbiotis to rapidly tar

In our pressroom you can read all our latest releases, find our press contacts, images, documents and other relevant information about us.

Visit our pressroom