New study reveals how consumers use commercial mobile apps

What is the behavior of mobile users with apps? What makes you spend more time than surfing the internet? Thanks to the “eye-tracking” system, it has been possible to discover how users use mobile applications; hand in hand with the studio Plastic Mobile .

The study recorded the Ukraine Mobile Database activity in 3 types of specific mobile applications (retail, hotel reservation and fast food), thanks to the participation of 30 users equipped with helmets that measured their neural activity, and glasses to follow their eye movement . Thus, it was possible to observe the process developed by users to download these applications, open them, consult their product offer, register and finally buy.

The results show that, when buying, the attention of users is especially focused on the images and the price of the products. The larger the image, the more it caught their attention. In the case of online purchases, users spent an average of 22.8 seconds selecting products.

When booking a hotel, the textual information about the proposals was also relegated to the background by the images and prices of the different options. On this occasion, customers spent up to 38 seconds making their selection. Ukraine Mobile Database

The choice of pizza took up to 35.2 seconds for these consumers. Once again, the photos related to the pizza, its size and the price were decisive.

The images registered the highest emotional component

In the case of the hotel application, whose app uses large images, it managed to increase the emotional impact among users by 80%. On the other hand, this impact also contributed to arousing their attention (55%). For its part, the fast food app turned out to be the most visual of the 3 and, with it, generate the highest emotional response (100%).

Another fundamental aspect to improve the Brother Cell Phone List user experience of mobile apps is the loading time. The study was able to verify that, the longer the waiting time, the less engagement on the part of the client, causing frustration.

In general, retail apps registered a good loading time, which resulted in a 92% increase in engagement and emotional response. For its part, the hotel sector was initially the one that registered the highest initial speed, registering 80% in the emotional response of users, while in the hotel location search phase it was notably delayed, which was a drastic decrease in engagement to 15%.

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