70% of mobile apps fail. This is why

by Mellonie Francis Wed Feb 12

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Normally, a mobile user will decide to download an app in only a few seconds. What factors determine the success of a mobile app? Or more importantly, determines the failure of mobile apps? In this article, I will highlight the most prominent reasons why most custom mobile Apps fail!

Insufficient Research of Market and Audience

It is easy to assume that users are going to appreciate your app, but how can you be sure of that? Before you start working on your app design, you must have a deep understanding of your target audience. It is imperative to carry out a comprehensive research on the specific needs of your users, as it helps to create marketing campaigns that will efficiently attract the users.

Furthermore, by identifying the demographics, behaviours and creating user personas, you can classify the multiple groups of users for your app. User Persona refers to the fictional representation of the ideal users of a product. The more inclusive the user personas are, the better your strategy will be. To make a user persona, you must focus on the following aspects:

  • Behavioral patterns
  • Motivations
  • Goals

If you create an app without carrying out research and identifying the audience’s needs, you are likely to end up with an app, which will be unappealing to the users.

 Lack of Innovation (Same of the Same)

The mere truth is, most apps in the stores are alike. If you want your app to be prominent in the market, you need it to stand out from your competitors. Therefore, you need to conduct competitive research. It will reveal the competitor’s strengths and weaknesses. If you offer the same features as your competitors, you will not be able to win over many users. One of the most effective ways to enhance the chances of success is to write a vision statement for your product or service. A vision statement helps to determine the solution to the problem faced by your prospective users. 

Not Selecting the Platform Carefully (IOS or Android or Both?)

To select the right platform for your mobile app, you need to ask yourself: what is the aim and purpose of your application? Your selection depends on the app content you intend to make and overall business goals. If you choose the wrong platform, it can cause frustration for the users. E.g. if an iPhone user can access the app, but can’t install it on their iPad, they will feel upset to some degree. Thus, you must study your target market and opt for the option that is the most appropriate for your business. 

Unsatisfactory Value and Experience

A great user experience involves a number of components within the app. Your app needs to be ‘intuitive,’ which means that it should be easy for your users to perform basic functions on your app. If they cannot get a grasp on the core functionalities, it will result in a bad user experience. Some common examples of poor usability are app lagging, prolonged loading times, complicated registration processes, etc. 

A factor that determines the success of an app is the benefit it provides to the users. If a user downloads your app, they expect it to provide them with a great value. 

Testing Not Carried Out Properly 

Testing is crucial to ensure that your app is running smoothly, and without major or minor bugs. Most of the negative reviews on app stores are related to app crashing and long periods of loading. 

While it’s rare that an app will be launched without minor bugs, making sure you invest in QA before shipping can ensure there are no major issues. If an app isn’t tested properly, it’s bound to be rife with bugs that impact user experience and is prone to crash. A single crash is more than enough to stop users from ever using it again.

In fact, some of the most common negative reviews on app stores are related to apps crashing. In today’s mobile app market, it doesn’t take long for users to pass judgement on the products they download. Users have incredibly high expectations for mobile app quality, functionality, and performance.

App testing must be carried out to make sure your application is ready to be released in the market. 


A mobile app requires comprehensive market research to be successful. An extensive study of your target market and testing the mobile app not only ensures that it runs smoothly, it also improves customer usability that leads to more prospective clients.


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