You and your team have created and launched a comprehensive mobile app for your upcoming event. The data has been updated, the navigation has been evaluated, and seemingly endless rounds of testing have ensured that the app downloads easily and runs on major operating systems without a hitch. Bugs and kinks have been identified and resolved so that your attendees will enjoy a user-friendly and seamless experience.
Your enthusiasm for the project wanes when the number of downloads fails to meet your expectations. Attendees may not utilize your mobile event app for any number of reasons:
- Some do not own a smartphone or tablet – by choice.
- Those who own a smart device may not have the skills, experience or desire to use all of its features.
Technology improves and is consumed at varying rates around the globe. While smartphones have become indispensable for many in the West, adoption rates are lower in emerging economy countries. Restricted and controlled access to the Internet in certain regions may also complicate and delay how technology is consumed. Yet Twitter reports on its website that 79% of its accounts are based outside the U.S. and 82% are active users on mobile (https://about.twitter.com/company, numbers approximate as of June 30, 2016).
With such a disparate array of influences, challenges and consumption habits to consider, how can savvy meeting professionals crack the mobile app consumption code? Organizations invest considerable staff time and financial resources in the development of their mobile event apps, as they strive to improve the attendee meeting experience. Which steps should planners take to boost app adoption and engagement rates among attendees?
Next, we’ll review some strategies to consider!