In our 2019 State of Texting Report, we discovered that 61 percent of consumers would not install a new app to communicate with a business. Over the years, we’ve seen more brands invest in building their own apps with messaging functionality built in. But the fact of the matter is, people don’t want to download another app. And if they do download it, it’s another thing they have to check in addition to voicemail, email and texts.
Here are our four good reasons why you should avoid creating a new app to communicate with customers and our recommendation on where to invest instead.
Consumers don’t have enough storage on their devices
Although storage has come a long way in the past years, the typical consumer still struggles with data management. We treat our cell phones like cameras and computers, expecting them to hold years of memories. From hundreds of photos to long texting threads, our entire lives are recorded in our phones. So, if downloading an app means having to sacrifice precious photos or messages, your customers aren’t likely to proceed with that download.
Why would consumers download another app and use valuable storage space if they can easily communicate in their native texting app? Innovative tech like RCS will soon start to replace apps for many companies.
People spend their time in the same handful of apps
We’re creatures of habit. At this point, we’ve all discovered those few apps we spend all of our time in, rotating through them when we’re bored. In fact, nearly 21 percent of consumers abandon newly downloaded apps after just one use and 77 percent never use an app again 72 hours after installing it. The average consumer has about 80 apps installed on their device but only uses less than half of those each month. For most, those apps are social media or texting. We use the same apps so much, we grow comfortable with their interfaces and the tiniest updates can throw us off. Navigating our favorite apps becomes second nature, so most of us don’t want to be hindered by learning a new app.
App advertisements hinder the user experience
Many companies choose to monetize their apps by offering in-app purchases or selling ad space. Although this might generate some revenue for the company, it ultimately ruins user experience if not done properly. If you’re clogging up your interface with bulky, flashy ads or prompting for purchase upgrades every few minutes, users will likely delete your app and find another that works better for them. Built-in apps like iMessage aren’t cluttered with these distractions and ultimately provide a much friendlier user experience when it comes to customer communication.
People forget about them
The average person has roughly 80 apps installed on their mobile device. If you had push notifications enabled for all of them, you’d be drowning in notifications. It’s impossible for consumers to determine what qualifies as high-priority information if they’re being inundated with alerts. To avoid this issue, many consumers turn notifications off on the apps they don’t use or whose notifications they deem unimportant. This means, the only way a consumer will click on an app is if they remember to. Given this, many apps are forgotten about altogether and eventually deleted.
Instead of investing in an expensive app, which is yet another thing for both you and your customers to manage, we recommend texting for business. SMS, MMS and Rich Communication Services (RCS) are valuable because they’re built right into consumers’ phones. While an app can go unused for months, consumers check their text messages regularly. In fact, 74 percent of consumers report having zero unread texts. With a business-texting solution, you can guarantee your messages will be seen.
Want to try Zipwhip’s texting for business software for free? Sign up for a 14-day trial.