2021年移动优先企业报告（英）-45页_6mb

Mobile-First Enterprise Report Summary

Core Content

This report explores how mobile devices are transforming enterprise corporations, focusing on the shift from legacy systems to mobile-first strategies. It is a quantitative and qualitative study conducted by AppsFlyer and Adobe, targeting large corporations with over 1,000 employees. The survey included 302 quantitative responses and 8 qualitative interviews with VP-level executives.

Main Findings

• Mobile as a Customer Channel: Over 40% of customers engage through mobile, and it's now seen as both an acquisition and retention channel. Nearly two-thirds of enterprises are strongly "mobile-first," with more than 40% of their customers being "mobile-only."
• Future Goals: The majority of enterprises aim to have 60%+ of their customers on mobile apps. Over one-third expect more than 50% of their sales to come from mobile apps, with nearly 25% aiming for 100% app-based functionality.
• Role of Mobile Apps: Mobile apps are crucial for customer engagement, service, and transactional capabilities. They are also used for upselling and marketing to existing users through push and in-app messaging.
• Pandemic Impact: The pandemic accelerated mobile transformation, forcing companies to prioritize mobile-first strategies due to limited in-person and phone interactions. It led to the adoption of new features like mobile check deposit and digital content sales.
• Challenges: Key challenges include lack of organizational change management, difficulty in hiring experienced personnel, and privacy issues. Cross-channel measurement and incrementality testing are also significant hurdles.
• Privacy Concerns: Nearly 85% of respondents are concerned about privacy developments, especially with Apple's ATT framework and Google's tracking cookie changes. Many are still unclear about their opt-in rates and are developing strategies to improve transparency and user consent.

Key Industry Insights

Healthcare Sector

• Mobile has become a central part of customer engagement, with apps enabling digital triage for health issues.
• Healthcare companies are facing challenges in hiring skilled digital personnel and managing privacy regulations.
• Apps are now essential for providing convenient and transparent services, shifting the focus from in-person interactions to digital ones.

Finance Sector

• Mobile is the primary channel for customer interaction in finance, offering time-saving and efficient services.
• Apps have become a key decision factor for customers, with convenience driving long-term behavior change.
• The pandemic accelerated mobile adoption, particularly among older demographics who previously relied on in-person banking.

Challenges and Solutions

• Organizational Change and Hiring: The lack of change management and skilled personnel is a major challenge. Solutions include agile leadership and remote work models.
• Privacy and Measurement: Privacy regulations have made data collection more complex. Companies are developing strategies to communicate value and ensure transparency.
• Cross-Channel and Incrementality Testing: Enterprises struggle with measuring the effectiveness of mobile campaigns across channels and determining the impact of marketing initiatives on conversions.

Conclusion

• Critical Momentum: Mobile transformation has reached critical momentum, driven by the pandemic and evolving consumer expectations.
• App-Centric Customers: The app-centric customer is now in control, with mobile becoming the primary touchpoint for engagement and transactions.
• Privacy and Transparency: Privacy concerns are widespread, but many companies are still in the process of defining their privacy communication strategies.
• Future Outlook: As mobile becomes more integrated into business operations, companies must focus on enhancing app functionality, improving measurement techniques, and managing privacy effectively to maintain customer trust and engagement.

Summary of Key Statistics

• 75% of enterprises use mobile apps for user engagement and upselling.
• 65% of corporations report that more than 40% of their customers engage through mobile.
• 40% of iOS users reject tracking prompts, with many companies unaware of their actual opt-in rates.
• 85% of respondents are concerned about privacy developments.
• 25% of enterprises aim to conduct all business via their apps.

Takeaways

• Mobile is no longer an optional channel but a core part of enterprise strategy.
• The pandemic has accelerated mobile transformation and reshaped customer behavior.
• Privacy and measurement are critical areas that need further attention and development.
• A strong mobile-first approach is essential for customer acquisition, retention, and overall business growth.