People download apps every day, but the truth is that many of them are abandoned or never even used.
Whether it’s finding your way to a meeting, logging your fitness routine, or even adding the cost of that latte to your weekly budget, one thing is clear: Apps are now an integral part of our daily micro-moments, with people spending an average of 30 hours per month in them, according to sources. Apps play a key role in those I-want-to-know, I-want-to-go, I-want-to-do, I-want-to-buy moments. They’re also a powerful way for brands to build deeper relationships with their customers. A mobile app marketing strategy can complement a brand’s offline experience (in-store special offers, for example), drive e-commerce, or simply help connect a brand with its loyal customers. Together with mobile websites, they’ve become important to both consumers and marketers.
To find out how consumers are using apps, surveying 1 million people with smart phones who have had used apps across, new insights about what drives consumers to install and engage with mobile apps. Two integral points in that strategy are boosting awareness of your app and keeping your app audience engaged. #1: App discovery doesn’t just happen in the app store Marketers may assume that consumers head to an app store to find new apps—and a good portion do. In fact, 40% of smartphone users browse for apps in app stores. They remain a popular way to find new apps, from the latest in gaming to fitness tracking, music streaming, and much more. App stores are not the only way to discover apps, though. People are finding out about apps in all kinds of instances while using their smartphones—when they’re engaged in an app, searching for another specific app, watching a YouTube video, or even surfing a mobile website.
Search is a major source for app discovery, according to our research: One in four app users discovers an app through search. Discovery through a search engine is especially prevalent for local apps, as are the tech (looking for reviews of new gadgets, for example) and travel (such as wanting to confirm trip details) categories. In these three categories, people are 26% (local), 59% (tech), and 30% (travel) more likely than the average to use search to find the apps they seek.
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