Understand the Frequency of Application Usage by Smartphone Users: Door Is Open, but Closes Quickly

Jain, Geetika; Rakesh, Sapna

Abstract

Smartphone users download the apps after the enormous popularity in this mobile world and then eventually delete those apps. There are various factors like frequency, relevance and space it consumes in the phone, which decide a user's preference for an app. All the app provider companies are trying hard to fit into right place, so that they can increase the engagement with the users. Companies are upgrading their technology to make an app convenient and relevant based on user's requirement. This study is trying to understand the frequency of application usage and the importance of various factors like time to complete transaction, relevance, space it consumes, features, User Index, and ease of use for a user which leads to purchase intention. The study has found that UX/UI is the most important factor followed by other factors. The output of the study has the practical implication for online retailer.

Citation

Jain, G., & Rakesh, S. (2017). Understand the Frequency of Application Usage by Smartphone Users: Door Is Open, but Closes Quickly. In Handbook of Research on Intelligent Techniques and Modeling Applications in Marketing Analytics (291-303). IGI Global. https://doi.org/10.4018/978-1-5225-0997-4.ch016

• Online Publication Date: Oct 14, 2016
• Publication Date: 2017
• Deposit Date: Jun 1, 2023
• Publisher: IGI Global
• Pages: 291-303
• Book Title: Handbook of Research on Intelligent Techniques and Modeling Applications in Marketing Analytics
• Chapter Number: 16
• ISBN: 9781522509974
• DOI: https://doi.org/10.4018/978-1-5225-0997-4.ch016