Law Firms will benefit from mobile communication in 2016 – 7 key considerations before you invest

Posted on April 4, 2016

In January 2016 I wrote a blog called “Is email knocking on heaven’s door?” My theory was that email was dying a slow death as consumers prefer to use alternative forms of client communication.

Well I hate to say “I told you so” but…”I told you so!”

App Annie has released a report which although based on US consumers is very telling. US Android phone users spent 40% more time on their apps in 2015.

The report breaks down the research into 3 age groups: 13-24; 25-44 and; 45+.

Younger users (13-24) are using messaging apps over email. They prefer frequent and short visits to apps which means that their user experience (UX) needs to be streamlined and effective.

25-44 year olds are tech-savy and have great spending power. They have increased their use of retail apps in particular making them high-value customers.

Older users (45+) visit apps the least frequent of all the groups but they spend the longest when they are using them. This creates a great opportunity to provide an app that is informative and engaging strengthening brand loyalty.

The report highlights 4 key considerations for older-aged users:

When developing apps, can familiar features from traditional channels be incorporated to make onboarding more intuitive and engaging?
As smartphone penetration and app usage continues to grow among older groups, many first-time app users will be entering the market. When targeting this audience, ensure your user experience is intuitive for those new to mobile apps.
Consider the imagery and language you use in your app or advertisements. The cosmetics industry is increasingly using older models to capture the attention of this high-spending group without changing the underlying product.
Be aware you will have less contact time with this audience overall, but each exposure will be for a longer period of time. You have longer to communicate, so maximize the opportunity.

The report also gives 3 considerations for how to adapt to the usage patterns of younger users. I see this as key data for anyone wanting to improve client communication in 2016 and beyond, as the younger generation are the client base of tomorrow:

Ensure you are using appropriate communication channels. Is email really the best option for B2C communications, or is an advertising campaign better? Messaging apps, social networks or even something entirely different may be more effective and more valued by your customers.
Prepare for younger users’ tendencies to use apps for frequent, shorter sessions. When designing apps, ensure your user journey is streamlined, take their innate capability into account and minimize barriers and explanations that artificially extend session time. If advertising, make sure you have sufficient variety and clarity to be effective over multiple, brief impressions.
When finding users for your own app, consider apps with a similar age profile as a source for acquisition. Younger users’ willingness to try new services could make acquiring them easier. However, this novelty-seeking behaviour makes this group a retention risk. Look at threats to your own audience base; which other apps are your target audience using and could your existing users be drawn away by?If you’re focused on improving client communication in 2016 – It really couldn’t be any clearer that mobile apps have already replaced email in effectiveness and ease-of-use. Especially for younger age groups with 25-44 years beginning to join the revolution. If your business relies on email communication and you are not seriously considering where a mobile app fits in your business, you could lose out to the competition.