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Demystifying Mobile App Performance: Keynote Benchmark Study

By Aaron Rudger | December 17, 2014

CATEGORIES: Mobile Quality, Web Performance

Demystifying Mobile App Performance
Businesses are unambiguous about mobile. You can download more than 3 million apps available today from the iOS AppStore and Google Play. And consumers have made their intentions clear, choosing mobile over desktop for the first time ever, accounting for 55% of all ecommerce traffic on this year’s (2014) Black Friday. And while the mobile tsunami is washing in big business for many (Cyber Monday mobile sales grew 27.6% over 2013), it is overwhelming others.

The reality is that mobile is still poorly understood. Native apps are fundamentally different from web-based applications. Consumers have different expectations of native apps and engage with them differently than they do desktop websites.

These differences quickly translate into diminished user engagement and lost revenue for the companies that get it wrong.

Mobile app testing yields insightful data

Keynote recently monitored1

Methodology:

  • - Measurements run using Keynote Mobile App Monitoring against native apps only, on real Samsung S4 and iPhone 5 smartphones with wireless LTE (AT&T, Verizon) data connections.
  • - Apps: Amazon, Bed Bath & Beyond, eBay, GameStop, Home Depot, Lowes, Target, Walmart.
  • - Measurement period was for 14 days.
the availability and responsiveness of 16 native iOS and Android apps from eight retailers. We tested the success rate of a shopping experience (launch app, search for item, get details, add to wish list, check review, and find store location). We also measured how long each interaction took. This first-of-its-kind benchmark reveals that many companies still struggle to capitalize on the mobile opportunity.

Our mobile testing revealed that 80% of the apps experienced some kind of failure over the two week study period. On average, we ran into some kind of error, hang or crash 1.8% of the time. For a company with $1B in annual mobile sales, 98.2% uptime translates to a potential loss of over $1.4 million per month.

It stands to reason that the faster your app is, the easier it is for consumers to use, which leads to a revenue increase for you. We found that the top three apps by user engagement averaged 14 seconds in overall performance, while the bottom three apps by engagement averaged 21 seconds.

Keynote Tested Interactions
And iOS apps performed 40% faster than Android apps . This may help explain why average order value for iOS customers is 18.5% higher than Android users.

Overall, it took a little over 18 seconds on average to complete all six of the interactions we tested. Launching the app was the slowest, averaging about 5 seconds. Only the “Wish List” and “Review” steps came in below 3 seconds, and none averaged 1 second or less.

Delivering a successful experience across all digital channels is increasingly difficult. But as the next generation of consumers increasingly depends on their smartphones and tablets to interact with your brand, now is the time to understand mobile performance and quality. Delivery without analysis is no longer acceptable. Keynote can help you in this fast growing, least understood area of mobile performance with a variety of mobile testing and monitoring solutions.

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