About 74 per cent of organisations use key performance indicators (KPI) to some extent to measure if mobile applications are achieving positive return on investment (ROI), demonstrating that prior investments in mobile have paid off, according to a survey.

 

Leading provider of open source solutions Red Hat's mobile maturity survey, said that 85 per cent of organisations are using KPIs to measure mobile app success, while nine per cent use other means and the remainder are not measuring mobile success at all.

 

The 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 this year. 

 

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 US 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. 

 

The respondents recognised the need to track mobile effectiveness and the majority (85 per cent) are doing so using KPIs to some extent, said the survey.

 

Of these respondents that use KPIs, US-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 organizations are achieving.

 

Meanwhile, manufacturing, telecommunications and construction are achieving the most mobile app success, said the survey.

 

Of respondents whose organisations are measuring mobile app success with defined KPIs, manufacturing, telecoms and construction industries saw the most positive ROI, it said.

 

The responsibility for mobile app success measurement is poised to shift this year, it added.

 

Cathal McGloin, vice president, Mobile Platforms, Red Hat, said: “Our mobile maturity research shows that 90 per cent of respondents plan to increase investment for mobile app development in 2016. In addition to identifying respondents' commitment to mobile investment, we also surveyed how these organizations measure the success of their mobile app development, who is primarily responsible for tracking this, and what changes might be afoot. 

 

"There are some positive signals of greater mobile maturity, demonstrated by the number of respondents who are not only using KPIs to track the success of their mobile investments, but reporting positive ROI as well. 

 

"It is also revealing to see that this responsibility for KPIs is expected to shift towards lines of business, confirming to us the trend that we see in the market as the business comes together with IT, playing a bigger role in mobile decision-making.” - TradeArabia News Service