Mobile Apps

Developed specifically for devices like tablets and smartphones, mobile applications deliver impressive experiences for business and personal users. By 2016, 1 billion global consumers will have the power of a PC via their mobile device; this shift will drive continued demand for apps that provide education and entertainment, extend business processes, enhance communication, and improve productivity.

Latest Research

  • For eBusiness & Channel Strategy Professionals

    REPORT: Video: The Criteria For Great Mobile Apps Are Evolving

    Watch Our Video On Mobile Apps In April 2019

    April 22, 2019 Julie A. Ask

    Our clients often ask us if they should still build mobile apps if consumers are spending more than 80% of their time in just a handful of apps. For now, the answer is "yes" — if you have customers who engage with your brand frequently and have high expectations plus intense usage of mobile phones. However, what makes an app great in 2019 and beyond is evolving. This 18-minute video answers some of the common questions that our clients have about mobile apps.

  • For eBusiness & Channel Strategy Professionals

    REPORT: Use In-App Messaging To Drive App Updates

    Screen-Shot Examples Of In-App Messaging Highlight Best Practices

    April 5, 2019 Julie A. Ask

    One of the most frequently asked questions Forrester receives from mobile app product owners is, “What do I need to do to drive app updates?” In-app messaging is one method. Progressively urgent nudging trumps ultimatums, especially if switching costs are low. If you are in retail banking, being polite and persistent will yield results. If you’re in a nice-to-have, not need-to-have, category, you’ll have to work harder. This PowerPoint deck contains annotated screen shots from financial services and other brands that show how to do in-app messaging well.

  • For eBusiness & Channel Strategy Professionals

    REPORT: The State Of Retailing Online 2019: Omnichannel, Marketing, And Personalization

    Landscape: The Retail eCommerce Playbook

    March 25, 2019 Sucharita Kodali

    Forrester conducts the annual "The State Of Retailing Online" study by the National Retail Federation (NRF). This research summarizes attitudes and investments that retailers and digital business professionals are making for both their store and their online businesses. The 2019 report has notable new additions to this research, including omnichannel fulfillment, digital marketing, and personalization.

  • For eBusiness & Channel Strategy Professionals

    REPORT: Stop Tripping Your Mobile Banking Customers Up At The Door

    Digital Feature Fix: Focus On Building Convenience And Trust During Mobile App Login

    March 1, 2019 Amit Bhatia

    Many mobile banking apps create a poor first impression by making customer enrollment and login harder than they need to be. To help digital banking teams avoid this common pitfall, this brief both explains why mastering the login experience is important and illustrates good practices from leading firms. Read this report to understand how to deliver a good login experience.

  • For eBusiness & Channel Strategy Professionals

    REPORT: Banks: You're Building Too Many Apps

    Separate, Standalone Apps Should Be Rare And Built For Unique Customer Segments Or Needs

    February 27, 2019 Zhi-Ying Barry, Peter Wannemacher

    Many banks have developed multiple customer-facing mobile apps to address specific use cases, offer a particular function, or roll out new services, but some banks are still building too many apps, boasting portfolios of over 20. Building and maintaining multiple apps is costly; getting customers to use multiple apps is challenging; and ensuring consistently good experiences across apps is no easy feat. This report outlines challenges that multiple apps pose for digital banking teams and sets out the questions digital leaders should ask before building another app. This report was originally published in September 2016; Forrester reviews and updates it periodically for continued relevance and accuracy.

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