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Online reviews of mobile applications and their influence on consumer’s behavior

Published May 12, 2020

A guest post by Alex Costan (*)

Topic Description

Mobile apps are changing the way brands interact with consumers and can possibly support an organization’s bottom line. According to multiple studies, there is a direct correlation between application use and customers actions – the more captivating the application, the more purchasers will spend. “It could be a total game changer if a company provides an app that’s well functioning and offers some consumer benefit,” said Su Jung Kim, lead author of the study published in the Journal of Interactive Marketing and an assistant professor in Iowa State’s Greenlee School of Journalism and Communication. (ScienceDaily, 2020).

Kim and associates at Northwestern University studied mobile app data for a worldwide loyalty rewards program. They observed the utilization of data queries (checking rating scores, purchase history and incentives) and registration (recognizing area at stores subsidized with the program) to decide whether these popular intuitive aspects affected buyer spending. Even though the app did exclude a buying aspect, it drove users to spend money on it. People who downloaded their app and kept using it throughout a quarter of a year increased spending by 19 to 48 percent (ScienceDaily, 2020). The most noticeable increase was among customers using both interactional aspects. Analysts followed buying trends through the collection of reward points. As anyone might expect, the more youthful demographic was attracted to utilizing the app than older generations.

Relatively speaking, not many users post online comments in relation to the product they purchase, however a lot more peruse and depend on those comments for a products quality. The study conducted by Kim, which was comprised of two sections, first observed the impact of negative surveys on users buying behavior. Scientists found that people who read negative remarks about a product accordingly purchased less. Nonetheless, users bought more on the off chance that they had some connection with the organization, for example, earning and cashing in on reward points, which helped them to remember the company’s product and its worth (ScienceDaily, 2020).

In a recent cybersecurity breach, the Google’s Play Store was ambushed with 30 malevolent apps that have been downloaded 384 million times and contain capabilities that have caused security breaches proposing end users find a way to vet apps before downloading (Doug Olenick, 2020). VPNpro and Trend Micro publicly stated 24 and four apps, respectively, that are either equipped for downloading further malware or are directing false advertisement and even in some instances present phony data on the Play Store.

An interesting and dangerous aspect about these apps is they have the ability post reviews to Google Play which show up progressively realistic to their potentially exploited users. To counter this, Trend Micro is advising their end users to review an app from a few distinct points before downloading. “Despite the slew of positive reviews, it does leave some red flags — even though different users left positive reviews, the comments they leave contain the same, exact text: ‘Great, works fast and good.’ They also gave the app the same four-star rating,” the report stated (Doug Olenick, 2020).

Critique/analysis

It’s that small preview of a mobile app that a customer locks on to quickly – the general rating and its purpose. That immensely significant score is the thing that powers the clout of household names – from Netflix’s film streaming service through to Fortnite’s battle royal. Customers demand to know from the get-go how reputable an app is before choosing to continue any further. The customer starts to peruse user reviews, searching for the app’s pros and cons – curious to know whether there are any reoccurring issues with the app or its services.

The ‘review’ is a close universal piece of the mobile app experience, springing up in many places ranging from eCommerce to video games. It’s a feature that is demonstrated to be amazingly adaptable, as it fits a wide range of platforms and is open to virtually any user. Essentially anybody can leave a review, and because of the way reviews have been intertwined in users’ way of life, it’s natural for most users to keep in touch with them, particularly when encouraged to do so by the said app.

Mobile app reviews require feedback by their end users, and companies shouldn’t anticipate floods of users will make a beeline for the app store to voluntarily just write a review of their application. In actuality, the core user base who will do so are the ones who have a downright awful involvement in businesses apps! The speediest, least demanding approach to getting users to leave a review for an application is to request that they do so inside said app.

Businesses are thrilled when they get positive reviews on their mobile apps. They serve as a testament towards the quality of a customer’s experience while using the app. On the other hand, negative reviews can be equally detrimental towards a business’s reputation. In order to get a true sense of how a customer judges an app, businesses should examine all reviews left by their users, whether they’re good or bad.

If user reviews raise any red flags, the customer will want consolation that if something goes wrong, the business manages the circumstance in a timely-manner, effectively and reasonably. As indicated by the Trust Economy Report, a negative review managed appropriately can really build reputation in for a business, not hurt it – 15% of online customers studied said that they would revisit an app with in which the company reacted to a negative review and managed it accordingly.

According to an eConsultancy report, 68% of shoppers trust reviews more when they see both good and bad scores, while 30% presume oversight or faked submissions when they don’t see anything negative (Chowney 2012). Customers hope to see a blend of reviews and not having any negative criticism could adversely impact a company’s reputation.

These discoveries are noteworthy considering the development in mobile apps. In any case, nearly one in four people abandon mobile apps after only one use (Perez 2016). To take advantage of the versatile app industry, organizations must make apps that offer some sort of benefit to its users. User engagement of mobile apps and other web-based products are only one factor that can influence potential users. App reviews and social media posts likewise impact their view of the brand.

“We understand the urge of brands wanting to get an app out on the market, but they really need to take caution and test it. Customers are not going to give the app a second chance,” Kim said. “We found that people who stop using the brand mobile app after they download it become disengaged. In terms of purchase behavior, they purchase less frequently and spend less money.” (ScienceDaily, 2020).

Mobile apps should be more than just an approach to boost a company’s image. Businesses could direct studies and interview groups of subjects before an apps begins its design and life cycle in order to distinguish what users need from apps. Furthermore, companies should likewise continuously ensure that their app is up to date with current operating systems. Businesses should also be aware that an inadequately structured app, which their customers uninstall after just a couple of interactions, may in certainty hurt their image and companies’ incomes. Lastly, ongoing advertisement is fundamental to keep clients drawn in and utilizing the app.

Appirater is a popular iOS/Android module that takes around 2 minutes to drop into portable apps, and it will incite users to review the app after they have used it a specific number of times or after a set time frame. If the user taps on the “Rate” button, they are taken right to the app store where they can leave their review (Neil Patel, 2020). Businesses should be cautious when setting up Appirater though. It would be wise to not to show the review message too early, or directly after the consumer has downloaded the application, since businesses may wind up with some irritated users and negative reviews.

Many users tend to download positively rate mobile apps without reading the actual reviews. As a preferred practice, users may want to download apps from official app stores. Additionally, they should always make they know what they’re downloading first. Furthermore, it’s recommended that users always read app reviews. If an exceptionally rated application has not many reviews, take caution. Generally, if there is an issue with the application, users will remark on what the issue is.

A point worth mentioning regarding app downloads is to examine the app’s description thoroughly. See who the developers are, what their reputation is online, the nature of the illustrations and logos as well as punctuation and grammar usage. A slight incorrect spelling or rephrasing of the apps name can assist users with spotting fake apps. If anything seems strange, reconsider downloading the app (Us.norton.com, 2020).

Another strong practice is for consumers to question whether an application that they are either pondering getting or is already on their mobile device is if it’s truly necessary. If it isn’t, either erase it or choose to not download it in any case. Sometimes, mobile apps just aren’t what they’re cracked up to be and for good reason. By sticking to these practices, users can enable themselves to refrain from being left with apps that could be potentially malicious.

Considering the startling news headlines encompassing fake news and companies attempting to cheat the system, customers have gotten progressively suspicious, regardless of whether users are developing increasing dependency on app reviews. It’s essential for mobile app businesses to guarantee their customers the ability to check the rating history of all users to see how frequently they have posted previously. Also, every banner needs a simple to-check track record – and above all, whether the commenter is an affirmed user. If they’ve not really used the app, how on earth would they be able to compose an authentic review? Straightforwardness is of utmost importance in the user’s eyes – they need reassurance that they’re not being sold on a snake oil product.

Reviews are an important piece of an end-user’s experience, and a vehicle for exchange among customers and businesses. Regardless of whether they are positive or negative, online reviews are an essential aspect of understanding for businesses. When gathered and examined carefully, reviews can inform businesses on where a feature stands or comes up short which can point towards areas that need upgrading. Additionally, reviews give insight towards what sort of recognitions and qualities are associated with a business’s image. Not to mention, reviews let businesses know how they compare to the competition. Lastly, reviews let businesses get a better sense of what sort of individuals are utilizing their app, and what they anticipate from it.

The reviews that address brand experience are also noteworthy and can contain very pertinent information about a mobile app’s image. This sort of review covers the user’s general impression, and can incorporate a wide range of things, from their desired changes for the app to the aesthetics of the businesses home screen. Just as assisting with distinguishing patterns in what users expect and acknowledge, users can assist with gaining a better understanding of what a brand entails and the sort of feelings the brand experience evokes.

There are several drivers behind the trust users have for online reviews, even though around 10% of reviews are presumably phony (@bradrtuttle, 2012). Nonetheless, reviews give users the chance to communicate and have their voices heard and acknowledged, whether by individuals or by the business. A review can be an opportunity to vent after an awful interaction, or to share enthusiasm and joy after an exceptional one. As indicated by research from Trustpilot, reviewers are regularly propelled by a good experience to compose a positive review that will be an incentive to the business and assist them with getting more users to try their app (Manager 2018).

Composing reviews can be inspired by a yearning to support others, either by directing them towards a decent feature, helping them keep away from an awful one, or giving extra data to assist them with settling on a choice. Reviews are an opportunity for users to speak the truth about a business without feeling that their future engagements will be undermined on the possibility that they state something negative. They may be inclined towards leaving a review in a different medium like filling out questions on a survey about the app, which may feel closer to home. Nonetheless, these are valid justifications for businesses to incorporate reviews so that they can acquire information from a more extensive example of their user’s experience.

Reviews are a type of digital evidence. This implies that they originate from a user that may be very similar to other users. People, being social creatures, place a great deal of significant worth on the sentiments and practices of their friends, and like to perceive what others do before settling on their own decisions. Positive reviews show that a mobile app has been approved by other users. That gives potential users the certainty to feel free to attempt it for themselves.

As I mentioned before, reviews are a type of digital evidence. This is a good marketing tactic as it can showcase positive reviews to your potential users. Businesses could add them to their site, post about them on social media outlets and show promotions, which in turn gives a business’s potential users an incredible bump towards their brands reputation. Numerous individuals need a gentle push before they will rate an app, so mobile businesses should remember to regularly inform their users to do so, regardless of whether on their website page, within the app itself, or in the advertising promotions. These sorts of prompts can frequently contribute towards showcasing the statement above. Truth be told, the visual display of a review implies that seeing others’ reviews might be a force towards users writing their own.

Conclusion

Mobile apps have become a notable industry for businesses to engage with users, yet not many publicly stated investigations have tested their effects on user’s opinion or perception of said organization. Specifically, this paper examined whether the use of app’s impacts user’s engagement levels as well as the psychological affect online reviews of a business’s mobile app have on the end-user. Furthermore, mobile app downloads and ratings submitted by their users creates an interesting dynamic between businesses and their customers. Businesses whom closely manage this relationship ultimately have a higher quality app with more satisfied users. Lastly, this paper investigated how user ratings and reviews influence the reputation of a business as well as potential users’ willingness to download and interact with the app.

References

(*) This blog post initially appeared as an essay for one of my courses at Florida Atlantic University. It is being shared here as a guest blog post with the author’s consent.
All views and opinions expressed in this post are those of the authors and do not necessarily reflect my opinion or the official policy or position of any agency, organization, or company.

Featured image: photo by Rami Al-zayat on Unsplash

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