Users are downloading the app every day. In fact, however, many are left behind or not even used at all. New research by Google and Ipsos reveals how users discover applications and interact with applications, and what brands can do about it.
Before you drink your morning coffee, you are probably opening a mobile app to start the day. You may be doing this to find out which way to the meeting, to record your routine sports exercise, or to add the price of your coffee to your weekly budget. In any case one point is clear:
Applications are now an integral part of our daily micro-moments. According to Nielsen, users spend an average of 30 hours per month. The applications play a fundamental role in the “want to learn”, “want to go”, “want to buy”, “want to do” applications.
Applications are also an effective way for brands to build stronger relationships with their customers. A mobile application marketing strategy can complement a brand’s offline experience (eg special offers in the store), increase e-commerce, or simply help the brand to connect with loyal customers. Applications with mobile websites have become important for both consumers and marketers.
So how can brands make the most of this huge application consumer masses? We did a research with Ipsos MediaCT to find out how consumers use applications. By surveying 8,470 people using the smartphone and the previous week, we’ve reached new information about what consumers are driving to install and interact with mobile applications. For example, according to our research, a quarter of the installed applications are never used. If so, what causes users to quit an application?
In order to develop an effective mobile application marketing strategy, we will discuss the information in more detail here. In this strategy, two complementary elements increase the awareness of users about your application and ensure that your application audience continues to interact.
