Getting a return on investment (ROI) from a mobile app requires that resources be invested properly. Mobile apps face competition from a thousand other distractions offered by mobile devices—and are often limited by smaller screen sizes. A majority of those polled, 54%, named designing a user-friendly interface as the top challenge for using mobile apps. That was followed by supporting multiple devices or operating systems (48%), keeping apps in accordance with app store requirements (47%), not having the expertise to build one (34%) and lacking the fundamental understanding of apps’ roles in marketing (31%). Read the rest at eMarketer.