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BizReport : Mobile Marketing : April 29, 2016

Study: US mobile app experience low

Mobile apps aren't performing the way many brands need them to engage. That's the takeaway from new Aptiligent and STL Partners. According to their new Mobile Network Experience Index, a quarterly report, US mobile brands are performing far under brands outside the US.

by Kristina Knight

The Mobile Network Experience Index looks at network speeds and reliability, factors that impact not only when consumers click, but whether they can click into their apps or not. Researchers found T-Mobile was the top-scoring US brand, but that the carrier scored a 45 out of 100 points. Comparatively, France-based Bouygues Telecom scored a 76 out of 100 points.

Chris Barraclough, Partner at STL Partners and lead author of the report said, "A lot of people spend more time using apps than anything else on their phones, but how can they compare what they get today with what they really could be getting? The index shows in simple terms which operators are likely to do the best job for people. And while it is easy to compare, it's based on a huge of amount real world information so it's a pretty reliable indicator of what's going on."

"Providers, developers and carriers need to understand how they compare to the competition, which is why Apteligent has developed mobile benchmarks and performance data dashboards for deeper insight," said Andrew Levy, CSO at Apteligent. "This report is another form of analysis to help our clients improve, which is especially prudent as customers' understanding of the operator's role in performance continues to grow, and they begin to consider these factors when choosing a mobile service provider."

Other interesting findings include:

• Verizon scored 43 on the scale, AT&T scored 37; Verizon and AT&T are the market leaders in the US
• Sprint scored 33
• All US operators scored poorly on Error Rate

Tags: app experience, app marketing, Apteligent, mobile experience, mobile marketing

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