Most mobile users expect major brands to have an application
Popularity of mobile apps has made them popular among marketers who want the latest trendy things out there, even if it doesn’t make sense financially. Consumers consider apps a must have. Over 75% of mobile app users said they expect companies to have a mobile application, and nearly as many said they expected the app to be easier to use than the company’s official website.
But the survey also highlights risks of developing apps for its own sake. Almost 7 in 10 app users say perception of brands would be tarnished if apps are not useful or helpful. And many apps appear to reflect this; Almost 40% of respondents said they were not satisfied with most apps from their preferred brands. An earlier survey from Adobe found that users preferred mobile browsers to apps, despite the assumption that apps provide a better user experience. These users may also have been jaded by many of the rushed apps they had purchased or downloaded. Companies must keep usability and functionality in mind when designing apps. Function dictates form in this case.The application must be a positive asset for the brand and offer a genuine experience of value to app users, or they could be actively turned off from the brand and any future mobile releases, regardless of quality. 
