Mobile investments are paying off

Majority of respondents using KPIs to measure mobile app success indicate positive ROI.

Red Hat has published results from a recent mobile measurement survey, which revealed that 74 per cent of respondents whose organisations use key performance indicators (KPIs) to some extent to measure mobile application success are achieving positive return on investment (ROI). Red Hat’s mobile measurement survey revealed that 85 per cent of organisations are using KPIs to measure mobile app success, nine per cent use other means and the remainder is not measuring mobile success at all.
Red Hat's mobile maturity survey found that 52 per cent of respondents claim to have a fully implemented mobile app strategy and 90 per cent plan to increase mobile app development investments in 2016. Of those with a fully implemented mobile app strategy, 96 per cent use KPIs to measure app success.
Red Hat commissioned Vanson Bourne to poll the views of IT decision makers from 200 private sector organisations 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 recognise the need to track mobile effectiveness and the majority (85 per cent) 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 per cent) than those based in Western Europe (68 per cent). Just four per cent of respondents claimed a negative ROI from their mobile app programmes, and one in six (16 per cent) reported zero ROI. Additionally, seven per cent of organisations do not know the level of ROI their organisations are achieving.
Manufacturing, telecommunications and construction are achieving the most mobile app success. Of respondents whose organisations are measuring mobile app success with defined KPIs, manufacturing, telecoms and construction industries saw the most positive ROI:
Manufacturing – 92 per cent
Telecoms – 83 per cent
Construction – 83 per cent
This was followed by:
Retail – 76 per cent
Distribution and Transportation – 75 per cent
Business Services – 71 per cent
Financial Services – 69 per cent
IT – 66 per cent
Chemicals and Pharmaceuticals – 56 per cent
Responsibility for mobile app success measurement is poised to shift in 2016. Today, 72 per cent of respondents from organisations currently tracking KPIs believe senior IT heads and their managers are primarily responsible for tracking the success of mobile app development, while 17 per cent believe this responsibility lies with line of business (LOB) heads, and 11 per cent claim it is the responsibility of the organisation's chief or head of mobility. In the next year, however, respondents see this shifting, with 43 per cent of respondents saying they believe the primary responsibility will stay with senior IT heads, 42 per cent placing it on LOB leaders, and 14 per cent to the head of mobility.
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