Survey – 49% of consumers believe brands neglect in-app customer support – PR Newswire | Hot Mobile Press

Despite the rise in mobile usage, only 12% of consumers say mobile support is “excellent”.

SAN FRANCISCO, August 3, 2022 /PRNewswire/ — Mobile apps have become the center of people’s daily lives, but many companies are missing an opportunity to provide customer support in a way that is most helpful to their mobile app customers. shifting aidthe established leader in in-app customer service and user support for mobile-first brands, has announced the results of a new survey that found many brands are missing out on in-app customer service.

It’s no secret that mobile apps have become a driving force in online culture, e-commerce and the global economy. According to that State of the art 2022 by, 2 million apps have been launched in 2021, people in the top mobile-first markets now spend an average of 4.8 hours a day on their phones, and mobile ad spend is on track $350 billion in 2022. While many brands recognize the value of mobile ads and a mobile-first user experience and marketing strategy, their customer support has not kept pace with this mobile-first vision.

Helpshift commissioned a new survey from Researchscape that found some key red flags for mobile-first brands and app developers:

Consumers are using apps more than ever, but are experiencing lackluster customer support:

  • 67% of American consumers use apps on their smartphone several times a day, but nearly half (49%) of respondents said they think brands neglect in-app customer support.
  • Only 12% of respondents said the in-app customer support they received was excellent. Almost half said in-app customer support was adequate (39%) or poor (8%).

Better in-app customer support is an opportunity for brands to build relationships and differentiate themselves:

  • While mobile apps provide an additional valuable channel for customer service, the majority (54%) of respondents said the apps they use do not offer built-in customer support.
  • 66% said they get extremely or very frustrated when they’re on a mobile app and need customer support, but get kicked out of the app or have to wait hours or days for a response.
  • 56% of respondents said brands talk about great mobile experiences but don’t take action. The survey revealed that consumers feel brands still have some way to go when it comes to great in-app experiences. Only 12% of respondents gave mobile brands an A.

Better in-app customer support can drive customer retention and loyalty:

  • 71% of mobile app users said they would switch to a competing app/product if they had a bad experience or if the mobile app caused them problems.
  • 86% of respondents said they would be more loyal to a brand that offers good in-app customer support.
  • Customer loyalty is particularly important for young consumers. 40 percent of Gen Z respondents said they are very loyal when it comes to sticking with mobile apps — more than any other generation.
  • As app usage continues to grow, a new generation of apps for the Metaverse is emerging. Research shows that Metaverse users are demanding better support for immersive virtual environments:
  • Among survey respondents currently engaging with Metaverse XR experiences, 67% said customer support in the Metaverse is problematic.
  • 83% of Metaverse users said they were able to access customer support but it was time consuming and/or their issue was never resolved.
  • 17% said there is no customer support at all within the metaverse.

“With so much consumer activity and online engagement moving to mobile apps recently, and now a transformative wave of Metaverse apps emerging, it’s inevitable that the demand for seamless in-app support will continue to grow,” he said Eric Vermillion, CEO of Helpshift. “However, as our survey shows, too many brands are not yet able to offer great in-app support. Many mobile-first customers struggle with time-consuming, frustrating experiences and unnecessary delays when trying to get support. Getting people right out of the app when they need help, brands should improve and update their in-app support experience to help adapting it to their overall mobile UX design and customer experience consumers, it’s time for brands to realize that the app is the new starting point for the future of customer support.”


The results in this report come from an online survey conducted in the United States by Researchscape International February 14-17, 2022. 1,015 people took part in the survey; Results were weighted to be demographically representative. If you have any questions about this or any other research, please call 1-888-983-1675 x 1 or visit us

About Helpshift

Helpshift is the app-first customer support platform for app-first businesses. Helpshift’s patented AI technology enables brands to save time and scale their support efforts while reducing user churn and increasing their CSAT score. Today, Helpshift’s in-app support experience is the gold standard for many of the world’s leading global mobile apps and games and can be found on over 4B Devices. With Helpshift, brands can provide seamless end-to-end support, where users can serve themselves, receive automated support from intelligent bots, and chat with agents right in the app. Helpshift is headquartered in san francisco, with offices around the world. To learn more about Helpshift, visit

Media contact:
Caroline Adams, [email protected]

SOURCE Helpshift

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