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What do users want from iPhone apps?

Broadly speaking, customers want apps with a purpose, and that reflect the values of the brand, according to a new benchmark study of iPhone apps.

The eDigital App Benchmark study looks at 46 iPhone apps, using ‘mystery shopper’ surveys. These include mobile commerce apps, travel apps, news and media and directory and guide apps.

The study provides some useful information about the kind of features users are looking for from apps…

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