These days, it seems like every major company has a mobile app–except for small businesses. But if small business mobile apps are the new best way to encourage and communicate with customers, what are so many businesses waiting for?
Only about fifteen percent of small businesses in the United States have a mobile app, and only another 18 percent are considering developing one in 2015 or later, according to a survey of 350 small business owners or managers recently polled by Clutch, a provider of mobile app developer reviews worldwide.
Even if those 18 percent all followed through on their app plans, that would still leave two thirds of small businesses without mobile apps. Of those app-less businesses, many will need some strong convincing that a mobile app might be worthwhile. In the Clutch study, 40 percent of respondents said they are unlikely to develop any small business mobile apps at all. And when it comes to creating wearable apps such as for the Apple Watch or Android Wear, the numbers were much lower. Only 8 percent plan to offer a wearable app, and over three quarters of respondents have no such plans.
Marketing small business mobile apps
But don’t expect a small business’s customers to do the convincing and demand a mobile app. Because the benefits of a mobile app often aren’t obvious to a small business or its customers until they have the app in hand, it’s up to app developers to sing the benefits of mobile to small business owners.
“Consumers are using mobile apps to research locations to shop, eat, play and relax – and it’s up to businesses to be where their audience is,” says Krista McLandress, marketing manager at app development software company AppsBuilder. “Most businesses understand the importance of a mobile-friendly or responsive website, but many still lag behind in adopting a mobile app strategy.”
The number one reason to create small business mobile apps is to improve customer service–at least according to the Clutch survey. Of those with a mobile app or with plans for an app, 76% chose customer service as their main motivator. Increasing sales and staying competitive were two other big reasons, with over a third of votes each. (See the infographic below.)
“Making sure that loyal customers are treated well and want to keep coming back is what mobile apps do best,” says Shira Anderson, marketing manager of a DIY app service called Como. “Mobile apps allow you to really reward your loyal customers with a certain exclusivity and intimacy that isn’t available on any other channel.”
The small business mobile apps report is the final of four segments Clutch has published examining the results of their first annual small business survey. Earlier reports examined small business online marketing, web design, and social media.
You can check out the full small business mobile apps report and more graphics online here.
