Mobile apps are becoming an essential step in targeting and engaging with mobile customers. MediaPost found 91% of the top 100 brands have a presence in at least one of the major mobile application markets. Additionally, these brands have more than 300,000 mobile apps available with more than 30 million downloads last year. So what do you need to consider before entering this high traffic realm of mobile consumers? Consider these pointers regarding the importance of mobile app research and user behavior.

Define your goal

Really try to develop and understand what the goal is for your mobile app. What specific behaviors are you trying to drive mobile consumers to perform? What are your KPIs (key performance indicators)? For some companies, the goal is to drive in-app purchases or create in-store traffic. Others focus on brand research and collect valuable data through reviews and data input from mobile consumers. And some brands focus on fun games that promote brand awareness. Figure out what it really is you want to achieve with your mobile app.

Understand mobile consumer behavior

Once you’ve defined your goal, continue your mobile app research by considering how best achieve your goal. Overall, this is not a guess, but should be a well-formed plan derived from data. If you hope to succeed as a business, you should be using a data analytics solution of some form, which will provide guidance with this step. Consider what type of user experience you would like to promote. What drives mobile consumers to perform those actions?

Use analytics, not just demographics

With cloud-based analytics constantly gathering information, the process of collecting, understanding and automating data has never been easier. Data analysis allows you to provide a unique opportunity for the mobile consumer. Demographics are no longer the only way to segment your audience. Consider time and place as a way to capture your audience as well.