M-commerce is undoubtedly on the up, and with 15% of mobile transactions occurring via apps, it’s more important than ever that marketers to get them right.

Simply creating one might not cut it; a study from Forrester Consulting for IBM examined what customers considered to be “good” and “great” apps, and the potential impact this quality could have on a brand.

The research and advisory firm surveyed 1000 consumers and 200 tech and business professionals in the UK, India, Canada and the US, and carried out six interviews with mobile app leaders in big enterprises to get to the bottom of the matter. Its key takeaway is that apps defined as “great” bring companies 15% rise in customer loyalty and five times more revenue in mobile commerce in comparison to “good” apps.

‘Mobile moment’

So, what’s the difference between a “good” and a “great” app? The basics are straightforward and most consumers agree on five features they find crucial. Apps should not crash or use much power, and they should save time, provide quick and easy access to features and be personalised.

There is, however, an extra element to watch out for that makes all the difference – the ‘mobile moment’, which is what happens when a user gets what they want immediately and in context.

Providing relevant contextual experiences is what makes ‘great’ apps shine and outperform all the rest, according to the report.

Serving the customer

Improving the “greatness” of an app might seem like a lot of work but the study shows that investing time and resources into your app pays off in the long-run. Apart from creating direct revenue and influencing sales in other channels, it also improves customer experience.

The mobile app space is extremely crowded. Users spend over 85% of their time on smartphones within apps, and on average, they only engage with five.  

As a result, organisations have to compete for customers’ attention and those precious mobile moments. Understanding the shifts in users’ behaviours is key to meet and exceed users’ expectations, and creates plenty of opportunities to for a better ROI.

Forrester Consulting explains it in the infographic below.