• by Mark Walsh  @markfwal, November 11, 2010

Nearly four in ten mobile users are disappointed with applications from their favorite brands, according to a new study by Harris Interactive commissioned by design agency EffectiveUI. The survey of 781 online adults who download and use mobile apps found that 38% are dissatisfied with branded apps. Nearly 70% agreed that a mobile app that isn't useful or easy to use contributes to a negative perception about a brand.

Almost a third (32%) have told other people about a bad experience with a mobile app, and 13% said they have avoided downloading apps from a brand or company because of a previous negative experience with an app from the same provider. Conversely, two-thirds of those surveyed have gotten an app based on a recommendation, and 57% have recommended an app they like.

Dissatisfaction with apps stems in part from users' high expectations. About three-quarters (73%) believe a company's mobile app should be easier to use than its Web site. But the study also found that only 18% considered a brand name in deciding whether to download an app. Ease of use was a more important factor than brand name alone.

EffectiveUI said the results showed that brands must do a better job of focusing on consumer needs as well as business objectives in creating apps. "It's time for organizations to understand how to fully leverage the mobile channel and optimize a user-centered approach to drive adoption, as well as reinforce and drive brand loyalty," said Rebecca Flavin, CEO of EffectiveUI, which specializes in app development.

A recent survey of app developers by mobile ad network Millennial Media found that about a third expect to more than double their revenue in 2011 and only 10% expect sales to be flat. And with the rollout of the Windows Phone 7 platform, the spread of Android phones, and a host of new tablets competing with the iPad, the app universe will expand further next year.

A third (33.1%) of U.S. wireless subscribers downloaded an app in the third quarter -- up from 30.6% in the prior three months, according to the latest mobile usage report from comScore. That puts app downloading almost on par with the 35% who browsed the mobile Web in the third quarter.