As consumers increasingly shop online using mobile devices and smartphones, retailers have stepped up efforts to launch “native” applications. But if shoppers have a bad experience using the app, they will likely delete it, according to recent research from Forrester Consulting.
When asked what they would do if a “retailer’s application delivers a poor experience or does not meet your expectations,” survey respondents in the Forrester report noted they would:
Eventually delete the app after several encounters with broken of frustrating features: 54%
Keep the app, but never (or rarely) use it: 28%
Find and download a similar app: 21%
Immediately delete the app upon first encounter with broken or frustrating features: 20%
Keep and use the app, but never input confidential information into it: 15%
Tell my friends about the poor experience: 13%
Review of rate the app unfavorably: 13%
Post my displeasure on social media: 5%
None of the above: 4%
Source: Forrester. Respondents were asked to “select all that apply.”
