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91% of Us Hate Being Forced To Install Apps To Do Business, Costing Brands Billions
91% of Us Hate Being Forced To Install Apps To Do Business, Costing Brands Billions
Companies love making an app install a key part of doing business with
them. Step one in many smart connected products’ set-up is generally
“install our app.” And some companies require you to install their app to
buy from them or access service.
Men don’t like it either, being slightly more likely to rate their frustration
at a four or five. But women are 20% more likely to go straight to five,
indicating that they find that kind of business practice “extremely
frustrating.”
Apple Privacy Change May Cost Facebook, Google $25 Billion Over Next
12 Months
It’s understandable, of course: a mere mobile web visit may or may not
result in any action. But a brand that gets an app install gets a window
into consumer’s lives. Depending on the permissions you grant an app,
brands can message you, see where you are, target communications and
app experiences to you based on other data they have, and more.
But it also comes with dangers. The friction for consumers is real. And
almost 80% of us have abandoned transactions in the last year because a
brand wanted to force us to install their app in order to do business with
them.
78% of us have abandoned transactions when brands require an app install to do business with
them. HEADY.IO
Interestingly, the younger we are, the more likely we are to give a brand
the middle finger for requiring an app install. 87.1% of people from 18-24
have abandoned purchases for being required to install an app, compared
to just under 70% for people in the 55 and over age category.
Perhaps: older people feel “that’s just how they do business,” whereas
younger people are aware that services can be delivered over the web as
well ... and that apps have privacy implications.
30% of us saved over $100 in the last year because we stopped a purchase
decision that required an app. Another 30% saved between $20 and $100.
And almost 8% saved over $500, according to Heady.io.
One caveat on the results. The survey data is on a limited sample size: just
412 people. All were in the U.S. 57.2% were female; 42.8% were male.
John Koetsier
I forecast and analyze trends affecting the mobile ecosystem. I've been a journalist,
analyst, and corporate executive, and have chronicled the rise of the mobile…
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