Why Mobile App Reputation Management is Necessary?


The app ecosystem is growing at an unprecedented rate. That brings higher levels of competition & more demand from app users to provide a stellar customer experience. Users expect well-performing apps or games with new features released frequently which accurately reflect their needs.

According to Statistica, there were 218 billion app downloads in 2020, a massive jump from 140 billion in 2016. A similar story with revenues earned from the app stores: global spending reached $112 billion in 2020 for the first half of 2021.

This analysis draws on external, original, internal data & analyzes the state of apps online reputation across categories & stores.

  • But how much time & resource have companies put into ratings & reviews? 
  • How effective are their review management processes? 
  • What may be tarnishing their online reputation and encouraging negative reviews? 
How can these issues be remedied?

1.    Users who leave reviews on the App Store are more critical — with an average rating by review at 3.4 — than those on the Play Store, with a 4.1 average.

2.    Entertainment is the worst-rated category on average on the App Store. Due to regular screen glitches & bugs, an unpopular removal of a favorite TV or movie, or advert fatigue.

3.    Shopping apps are lacking in review management across both stores. With evidence from our data, they have the lowest response rate recorded at 4% and take about a week to respond.

4.    Some categories will have a chunk of reviews influenced by extraneous variable situations out of their control & nothing to do with the app itself. But they aren't performing sufficient damage control through customer support.

5.   Gaming has satisfied users who leave high star ratings, but most reviews are missed without responses. It indicates a disconnect between developers & users, which reflects the infamous high churn rates of the industry.

6.    Auto & Vehicles is the worst-rated category on average for the Google Play Store. But apps in this category get quite a lot of reviews on average, which could mean that users are trying to point out what's causing their dissatisfaction.

7.    Finance is a highly competitive category, with fintech & banking burgeoning on the mobile market. There are many new players as well as migrating enterprises in the finance category and they don't yet have the market reach of other more well-established app categories. But as it grows, so too will the competition and the fight for users attention get more fierce

8.   There is a huge difference between News and Magazines & Newspapers in terms of ratings on the App Store. This could be due to ideological fanatics or fake news bots flaming news apps in the review section.

9.    Only 1 out of 10 reviews get a response on the Play Store.

Our research only consists of data on the top charts (the top-50 apps in H1 2020) in the U.S. market. Some insights may change in the future when we provide new research on other regions or the global market.

Response rates & how long it takes to get back to users across the app stores

According to app follow data, apps on the App Store have a response rate of 22%, more than double that of Google Play, at 10%. This is most likely because apps on Google Play Store often get many more reviews than their App Store counterparts.

From app follow data, it seems that companies aren't doing enough to provide effective support or build trusting relationships with customers. This should a concern for user acquisition & retention, since:

  1. 94% of consumers go through reviews & ratings before deciding about a good or service
  2. 70% of Apple users first read at least one app review before installing an app
  3. Companies that provide customer support to their users have a 30% higher retention rate than those which don't.

How does review management differ across the board in Google Play?

·    The four categories with the lowest average ratings by reviews:

o  Entertainment: 3.5

o  Lifestyle: 3.4

o  Dating: 3.5

o  Food & Drink: 3.5

·    The four categories with the highest average ratings by reviews:

o  Events: 4.6

o  Video Players: 4.4

o  Beauty: 4.5

o  Shopping: 4.4

·    The four categories with the highest average ratings by stars:

o  Parenting: 4.7

o  Events: 4.6

o  Shopping: 4.6

o  Beauty: 4.5

·    The four categories with the lowest average ratings by stars:

o  Libraries and Demo: 3.3

o  Auto & Vehicles: 3.4

o  Lifestyle: 4.0

o  Dating: 4.0

·    The four categories with the highest average response rate:

o  Sports: 42%

o  Comics: 37%

o  Medical: 37%

o  Lifestyle: 35%

·    The four categories with the lowest average response rate:

o  Gaming (All): 8%

o  Video Players: 9%

o  Shopping: 13%

o  Family (All): 16%

·    The four categories that are the quickest to respond to reviews on average (by days):

o  Events: 0.3 days

o  Entertainment: 0.4 days

o  Video Players: 0.4 days

o  Photography: 0.4 days

·    The four categories that are the slowest to respond to review on average (by days):

o  Libraries & Demos: 2.8 days

o  Comics: 2.6 days

o  Gaming (All): 2.1 days

o  House & Home: 2.0 days

Tools to Monitor Your App’s Reputation

  • Reputation.com
  • BrandsEye
  • Rankur
  • Trackur
  • Social Mention
  • Reputology

So there you have it, few remarkable reputation management tools other tips that you can use to make sure your app receives mostly good press online, looks great in Google results and remains in everyone’s good books. 

With these tools, not only can you keep an eye on what people are saying about you on the web but also analyze their collective and individual sentiments, respond appropriately to mitigate negative reviews and keep your users happy.


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