Trends Report

Three Key Features That Increase App Engagement

A Technographics® 360 Report: Using Behavioral Tracking, Survey, And Online Community Data

December 10th, 2014
Nicole Dvorak, null
Nicole Dvorak
With contributors:
Reineke Reitsma , Anjali Lai , Gina Fleming , Roxana Strohmenger , Andrea Mitchell

Summary

Understanding the mobile experiences that support users in their moment of need is the foundation to developing a successful mobile app. Forrester takes a new approach to analyzing what drives app engagement through a combination of actual user behavior with apps, users' opinions of the apps they use, and advanced analytics. This report is part of a series that explores mobile and tablet trends through this Technographics 360 methodology, which combines behavioral tracking data, online survey data, and market research online community responses. By merging these data sources from the same group of individuals, we can highlight the mobile app features that lead to greater app engagement — helping customer experience professionals understand which app features to prioritize.

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