One in five apps ‘get forgotten’, says new Google research
According to new research conducted collaboratively by Google and Ipsos, Brits are a nation of ‘app-nesiacs’.
According to new research conducted collaboratively by Google and Ipsos, Brits are a nation of ‘app-nesiacs’.
According to new research conducted collaboratively by Google and Ipsos, Brits are a nation of ‘app-nesiacs’.
The survey of 1,200 UK app users, spanning three categories – shopping, restaurants and takeaways and travel and holidays – found that one in five installed apps are then forgotten.
Despite this, it seems that apps still play an important part in digital existence. Nearly a half of people surveyed (47%) said they use an app when they want information quickly, compared to 17% who prefer a mobile site. Apps are seen as simpler, quicker, more personalised and useful for fast transactional tasks, for example:
• For simplicity of navigation, 50% prefer an app, but 31% prefer a mobile website
• In terms of speed of loading, 46% believe an app is quicker, while 29% say a mobile site would win
• When it comes to ease of use, 51% prefer installed apps because logins are pre-entered
People tend to turn to mobile websites when they want more in-depth information, with 49% of those surveyed admitting they prefer a mobile site for this reason.
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