In essence, if you are a brand that decides to develop an app just so you can say you are in the game it better be more than just a glorified ad for your product or service. There is considerable damage that can be done if you put together a ‘crap app’. We have all experienced this issue and I know that for me I am extremely unforgiving when someone wastes my time with an app that is just useless. Of course, if I had to pay for that app (at any price) and it stinks then the wrath is even greater.
People are definitely expecting more from apps but they still feel that the web site of a brand should carry the bulk of the experience for the end user as evidenced by the chart below.
The bottom lone here is that the tolerance for under performing apps is very low and only going to go even lower. Not only will it be lower but the pace that this expectation reaches an unforgiving level is much more rapid than what we have seen in the past.
So brand marketers beware. If you are getting ready to release an app that you are just OK with regarding functionality and experience for your customers you may want to think again. There is plenty of damage to be done when you approach your mobile customer half-apped.