Study: The Three ‘Core Needs’ For Underpinning Every Mobile App

Study: The Three ‘Core Needs’ For Underpinning Every Mobile App
SHARE
THIS



Enero’s research arm The Leading Edge has today presented research at the annual AMSRS conference highlighting the three ‘core needs’ essential to building successful mobile apps. It has defined these core needs as: life enhancers, daily simplifiers and connection catalysts. 

The research, conducted in April 2016, included profiling 660 Australian consumers, analysis of 61 mobile home screens, qualitative focus groups, and analysis of various data sources to understand how brands can most effectively engage with consumers on mobile platforms.

The Leading Edge found that brands need to address at least one of the following ‘core needs’ to create a successful mobile app:

       Life enhancers and boredom eliminators: Content that educates, enriches or entertains. e.g. games, infotainment, video/audio content,

       Daily simplifiers: Functions that make day-to-day activities easier. e.g. calendars, banking, food, news, and travel applications,

       Connection catalysts: Platforms that streamline or enhance the way we communicate and engage with each other. e.g. social media. 

According to research, if a brand’s app is not driven by at least one of these three ‘core needs’, there is a high likelihood it will be viewed as unnecessary and add to the scrapheap of unused mobile apps.

dc3f61_e491a376f25d441abd15a9925b9d31b4

Katharine Milner (pictured above), head of relationship development and marketing, said, “Mobile is certainly a platform that all brands should assess as a potential avenue to generate or deepen engagement with customers, as well as a potential tool to drive sales.

“However, brands should recognise that building ‘an app for that’ is not necessarily going to achieve these aims unless it enhances, simplifies or connects customers’ lives in a valuable way. So it is important for brands not to get caught up in the excitement, jumping on the ‘app’ bandwagon if you will, but rather to invest in strategies that will most effectively deliver what their customers want.” 

Once brands have determined their app addresses at least one of the fundamental ‘core needs’, the research also found the following seven characteristics were key to ensuring the app survived what The Leading Edge calls ‘the 10-second cull’, meaning an app needs to prove its value within the first ten seconds of being downloaded, or it runs the risk of being deleted immediately.

1.     Fit for purpose

2.     Easy to use and highly intuitive

3.     Data and memory efficient

4.     Long-term usefulness and relevance

5.     Smooth functioning – no bugs, crashes, dead links or glitches

6.     Fast to load and use

7.     Category/industry-specific features

“We conducted extensive research into not only which apps get downloaded, but also on those apps that remain on someone’s phone having survived “the 10 second cull”, and on apps used regularly to drive ongoing sales and engagement opportunities for brands. We found that consumers have an increasingly low tolerance for complicated, non-intuitive and slow apps – the easier it is to use, the more likely consumers are to continue engaging with a brand through their app,” continued Milner.

“Mobile apps are a fantastic way to create truly personal experiences for consumers, and deliver information in a timely manner. Brands incorporating mobile into their marketing strategies need to keep customers’ needs at the core of their design, functionality, communications, and payment options, or risk losing these same customers to a competitor with a more effective mobile strategy,” said Milner.

Please login with linkedin to comment

Loud & Clear Perth potato salad

Latest News

Wednesday TV Wrap: TV Viewers Show Little Love For The 2020 ARIA Awards
  • Media

Wednesday TV Wrap: TV Viewers Show Little Love For The 2020 ARIA Awards

It appears Australians weren’t all that interested in the 2020 ARIA Awards, with just 287,000 metro viewers tuning in to watch the Awards on Channel Nine, according to OzTAM data. Tame Impala took out Album Of The Year with The Slow Rush, while Song of the Year went to 5 Seconds Of Summer’s ‘Teeth’. ABC’s Gruen was […]

by B&T Magazine

B&T Magazine
Apple Spreads The Christmas Joy In New Ad Starring Rapper Tierra Whack
  • Technology

Apple Spreads The Christmas Joy In New Ad Starring Rapper Tierra Whack

It’s been a tough year for a lot of us. But rather than reminding everyone of the hardships 2020 has brought, tech giant Apple has decided to spread the joy of Christmas in its latest holiday spot. The ad features an initially gloomy Tierra Whack (American rapper, singer and songwriter) coming home from what appears […]

by B&T Magazine

B&T Magazine
Frontier Advertising Rebrands, Wins New Clients & Boosts Teams
  • Advertising

Frontier Advertising Rebrands, Wins New Clients & Boosts Teams

Frontier Advertising has rebranded to Frontier Media, complete with a fresh new look, and expanded its core team to accomodate some big clients wins. Frontier Media was acquired by Australian-owned, independent agency group VMG (Venetian Media Group) in early 2020. The rebrand is seen as an important step in VMG’s growth strategy and core services […]

How Starlight Children’s Foundation Relies On The Power Of Storytelling And Intelligencebank To Amplify Its Brand
  • Marketing

How Starlight Children’s Foundation Relies On The Power Of Storytelling And Intelligencebank To Amplify Its Brand

As one of Australia’s best-known charities, the Starlight Children’s Foundation has a reputation for providing much-needed support and happiness. Starlight brings a little more brightness into the lives of seriously ill children and their families, so they can forget about their illness for a while and reconnect with the joy of being a child. Of […]

Partner Content

by B&T Magazine

B&T Magazine
Peak Season? Let’s Talk Peak Performance
  • Opinion

Peak Season? Let’s Talk Peak Performance

With this year’s Black Friday sales now just days away, Kristen Cornale, Co-founder and Strategic Director at UnDigital, gives her advice on how to get the most from your Black Friday sale. It’s no secret that online shopping has become more and more prominent over the last few years. With the introduction of Click Frenzy […]

Opinion

by B&T Magazine

B&T Magazine
Indie Agency Paykel Media Snares Dan Hojnik For Strategy & Planning Role
  • Media

Indie Agency Paykel Media Snares Dan Hojnik For Strategy & Planning Role

Independent media agency Paykel Media has announced the appointment of Dan Hojnik to the new role of head of strategy and planning. Hojnik will start at Paykel Media on 4 January. Based in Melbourne, he will report to Sarah Keith, who joined Paykel Media as national managing director in early November, based in Sydney. Hojnikwas […]

GroupM Agencies Dominate Global New Business Media Wins For Q1-Q3
  • Media

GroupM Agencies Dominate Global New Business Media Wins For Q1-Q3

According to the latest global media agency study New Business Barometer for Q1-Q3 2020 published by COMvergence, Wavemaker came out as the top global media agency in new business results with total new business value of $US1.1 billion (including $US370M of retentions) during the first nine months of 2020. This is largely due to strong […]

Six Ways To Supercharge Your Service Standards & Value
  • Opinion

Six Ways To Supercharge Your Service Standards & Value

Mark Carter (main photo) is an international keynote speaker, trainer and coach. He has over 20 years’ experience as a global learning and development professional and author of the book Add Value. In this guest post, Carter offers easy tips to adding a value proposition to your customer service… Adding value via service is a […]

Opinion

by B&T Magazine

B&T Magazine
ACTIV Brand Management Strikes New Partnership With Nine’s The Block
  • Marketing

ACTIV Brand Management Strikes New Partnership With Nine’s The Block

Melbourne-based, boutique activations and brand experience company, ACTIV Brand Management, has secured a new partnership with Nine The Block, which saw them deliver a series of sensory brand experiences to support the show’s sponsorship engagement and virtual events calendar. In response to the changing events landscape, the team at ACTIV recently launched Brand Box, a […]

VERSA Expands Into India
  • Advertising

VERSA Expands Into India

World-leading conversational AI agency VERSA has announced its expansion into India, capitalising on demand for specialised conversational strategy and design in a market with a population of more than 1.3 billion people, and an installed base of nearly a billion mobile phones. VERSA India will be a 50/50 joint venture between VERSA (Headquartered in Melbourne, […]

Alive – Pioneering The Transition From Live Events To Meet The Demand Of Virtual For The Last 10 Years
  • Technology

Alive – Pioneering The Transition From Live Events To Meet The Demand Of Virtual For The Last 10 Years

Alive are celebrating 10 years! Leaders in creative event production, and the launch of ‘Alive TV’ showcases the revolutionary concepts created for clients during this challenging year; such as the most recent virtual success stories with clients such as Luxoticca Brickworks and The International Rose Garden Festival. Alive Events have pioneered the virtual space for […]

Thinksmart Marketing Executes Campaign From Hot Air Balloon
  • Media

Thinksmart Marketing Executes Campaign From Hot Air Balloon

Integrated B2B marketing agency Thinksmart Marketing (TSM) has managed to execute a campaign from 3,000ft up in a hot air balloon. NICE inContact, approached TSM earlier this year to build preference, drive demand and generate strong leads for the brand across ANZ, with a campaign focusing on showcasing the capabilities and agility of its global-leading […]

AppsFlyer Opens Sydney Office Amid Expected Surge In Mobile Marketing Spend
  • Marketing
  • Technology

AppsFlyer Opens Sydney Office Amid Expected Surge In Mobile Marketing Spend

Global attribution and marketing analytics company AppsFlyer has expanded into Australia and New Zealand, with the official opening of its first office in Sydney. It marks the opening of the company’s 19th office worldwide, with AppsFlyer hoping to “support the region’s rapidly growing local app economy”. The company said it plans capitalise on ANZ’s mobile […]

Are We Ready For The Future Customer?
  • Opinion

Are We Ready For The Future Customer?

All B&T will say on the "future customer" is we hope they're less "Karen from Bunnings" or Woolies' aisle Fight Club.

Opinion

by B&T Magazine

B&T Magazine
Akcelo Appointed By VentureCrowd For Marketing Transformation Program
  • Advertising

Akcelo Appointed By VentureCrowd For Marketing Transformation Program

Brand experience and innovation company Akcelo has been appointed by equity crowdfunding platform VentureCrowd to lead its marketing transformation plans. Akcelo will drive VentureCrowd’s customer strategy, acquisition and nurturing programs as part of the transformation program, including the Salesforce Marketing Cloud integration to its business ecosystem. VentureCrowd is a digital investment platform which gives investors […]

The PR Hub Announces New Hires & Client Wins
  • Media

The PR Hub Announces New Hires & Client Wins

Public Relations agency The PR Hub is expanding its team, announcing the hire of two senior account managers, Olivia Jarman and Trudy Scott. The hires will support growth in the business with the agency experiencing an increase in demand for B2B and B2C communications and personal branding services across a broad range of technology driven […]