64% apps disappoint users, says Eitri survey

Apps are becoming increasingly integrated into people's daily lives, whether to shop, study or make friends.However, the wide availability does not guarantee satisfaction of the users users. An internal survey by Eitri, using user review and evaluation data from more than 200mil applications in general, including e-commerce applications, revealed significant information: 64% disappoint users, while only 18% achieve excellence in quality; shopping applications lead in excellence. 

It is worth noting that, of the 205,230 apps analyzed, 131,799 did not have sufficient ratings for a precise classification. The categories with the highest percentage of excellence are Books and References (33.72%), Climate (29.60%) and Purchases (29.43%). On the other hand, they face greater challenges in relation to satisfaction of the users users: Racing Games (4,94%), Educational Games (4,75%) and Dating (2,16%). 

App strengths and weaknesses 

Customers highlight as positive aspects the shopping experience when everything works correctly (18%), convenience as an alternative to physical stores (11%), ease of use (10.3%) and product quality (9%). This demonstrates that they appreciate, above all, a journey that is easy, convenient and offers good products.  

Among the main weaknesses were pointed out the instability and unsatisfactory performance of the apps (15%), followed by problems in the purchase process (13%), failures related to coupons and discounts (9%) and freight inconsistencies (6%). These technical and functional issues negatively impact, representing barriers to retention users in environments of e-commerce. 

What do users value most? 

Applications that allow to find products and complete purchases quickly and without complications are valued by users, who tend to separate the quality of the items of the experience with the application, indicating that the brand is appreciated regardless of the sales channel. When the apps work as expected, logistics efficiency stands out as an important differential. In addition, savings and discount opportunities are relevant factors in the decision to buy a product. 

The breadth of the catalog is also an appreciated aspect, as well as good support, which contributes to customer loyalty. The digital channel is perceived as a relevant alternative to physical stores, and flexibility in order completion options is valued. Finally, the application is seen as an extension of the overall experience with the brand, reinforcing the importance of an efficient and well-structured platform. 

“Our research revealed that the market for quality apps remains largely unexplored, presenting a clear distinction between well-developed and bad applications. This differentiation not only highlights the need for innovation and excellence in the sector, but also shows that well-rated apps tend to get greater visibility in app stores, directly influencing the decisions of users”, says Guilherme Martins, co-founder of Eitri.