Consumers’ mobile application usage in Turkey

Abstract

Mobile applications have emerged with the help of mobile technology and they became popular all over the world. New generations born into mobile internet based world and they reach knowledge from everywhere and every time by using their fingers over smart devices and mobile applications. Mobile operating systems’ variety brings the need of mobile applications and new mobile internet technologies help mobile applications’ penetration. In this study, consumers’ mobile application usage in Turkey is investigated. The purpose of study is to determine the factors that effect satisfaction from loyalty level of mobile application users in Turkey. In order to present findings, mobile application satisfaction factors are identified with the help of literature and hypotheses are tested by using data gathered via online questionnaire. Full answers of 845 respondents are used for analysis. As a result, it is found that, successful mobile applications must have following features: A mobile application must be useful, a mobile application must be easily customizable according to user’s preferences and personality, a mobile application must have an aesthetic design and work fast, a mobile application must use network operator’s potential, a mobile application must be trustworthy and should care about users’ information security and privacy, a mobile application must have a good image and give prestige to its users, a mobile application must be easily accessible and simply usable at every time, a mobile application must offer trial opportunities to its users, a mobile application must have a good brand impact.