Mobile Investments Are Paying Off
Majority of respondents using KPIs to measure mobile app success indicate positive ROI
Red Hat, Inc., the world’s leading provider of open source solutions, has announced results from a recent mobile measurement survey, which revealed that 74% of respondents whose organizations use key performance indicators (KPIs) to some extent to measure mobile application success are achieving positive return on investment (ROI), demonstrating that prior investments in mobile have paid off. Red Hat’s mobile measurement survey revealed that 85% of organizations are using KPIs to measure mobile app success, while 9% use other means and the remainder are not measuring mobile success at all.
Red Hat's mobile maturity survey found that 52% of respondents claim to have a fully implemented mobile app strategy and 90% plan to increase mobile app development investments in 2016. Of those with a fully implemented mobile app strategy, 96% use KPIs to measure app success. Red Hat commissioned Vanson Bourne to poll the views of IT decision makers from 200 private sector organizations with at least 2,500 employees across the U.S. and Western Europe regarding mobile app development, including obtaining a better understanding of how respondents with a mobile app strategy evaluate the success of mobile app programs through KPIs. Key insights include:
Respondents recognize the need to track mobile effectiveness and the majority (85%) are doing so using KPIs to some extent. Of these respondents that use KPIs, U.S.-based respondents are more likely to report positive ROI (79%) than those based in Western Europe (68%). Just four percent of respondents claimed a negative ROI from their mobile app programs, and one in six (16%) reported zero ROI. Additionally, 7% of organizations do not know the level of ROI their organizations are achieving.
Manufacturing, telecommunications and construction are achieving the most mobile app success. Of respondents whose organizations are measuring mobile app success with defined KPIs, manufacturing, telecoms and construction industries saw the most positive ROI:
• Manufacturing – 92%
• Telecoms – 83%
• Construction – 83%
This was followed by:
• Retail – 76%
• Distribution and Transportation – 75%
• Business Services – 71%
• Financial Services – 69%
• IT – 66%
• Chemicals and Pharmaceuticals – 56%
Responsibility for mobile app success measurement is poised to shift in 2016. Today, 72% of respondents from organizations currently tracking KPIs believe senior IT heads and their managers are primarily responsible for tracking the success of mobile app development, while 17% believe this responsibility lies with line of business (LOB) heads, and 11% claim it is the responsibility of the organization's chief or head of mobility. In the next year, however, respondents see this shifting, with 43% of respondents saying they believe the primary responsibility will stay with senior IT heads, 42% placing it on LOB leaders, and 14 percent to the head of mobility.