All about apps and their future

In this world of millions of apps, the chance to make even a thousand remains an impassable dream. The path to success is convoluted with exorbitant solutions to the questions that are beyond one’s imagination. To start this conversation, the first thing to understand is what makes people download an app? And what it takes to keep them engaged? The later would be to have an effective campaign which can oblige a consumer to subscribe to your service or produce an urge to make an in-app purchase or to make them watch a video Ad.

Localytics in their recent study has found that 25 percent of apps are only one-timers and 58 percent of users churn out in the first month followed by 75 percent in three months. Now, these numbers may make you take a step back with your entrepreneurial ambitions, but remember good campaigns always start with well-planned strategies.

Raj Aggarwal, CEO and Co-Founder of Localytics and a veteran of analytics, in his recent industry byliner has stated that the future of apps lies in personalization, tailoring the apps to suit customer needs may become a common thing. He came up with three questions, which will determine your preparedness towards an app oriented crowd.
  • Are you able to meet users’ expectations for seamless cross-channel experiences?
  • Are you sending personalized push notifications to individuals based on their behaviors or preferences
  • Are you leveraging machine learning to help make sense of the massive amount of data you can collect about your users?
The three questions are supported by the results from the Localytics study that was conducted on 1,000 app users.



Most of the consumer’s attention gets divided into multiple apps, the phenomenon that is today defined as “App snacking”. Mobile users snack most on social networking apps followed by weather, news, photos, videos, games, etc. Most of them log several short sessions within several apps in one day. Social networking apps become an excellent choice when it comes to app snacking as most consumers prefer to glimpse over their news feed for the sixtieth hour. 

                          
With the challenge of app snacking, it is important to understand how many times people try a new app before dumping it? Results state that 4.5 times was the average time people used the app before fading away from the app’s glory. Top reasons for absconding were the interest in the app, use of the app, a new app, and technical problems like crash and slow launch.  

What is the "App" of the future?


From the results, it is clear that users prefer to use apps and they will continue with their habits irrespective of options available to them. With this, the question remains what is the "app" of the future? 


Localytics results prove that users in the future want their apps to provide them with more functionality as they use 1- 5 different apps (63 percent) on a daily basis and 1- 20 apps (36 percent) on a monthly basis. They would like to have apps which can combine the functionality of different apps and increase their in-app time. 


Users would also like to see personalized content as per their preferences, needs, and location. After investigating further on personalization, Localytics found out that users preferred to see content as per their stated preference, also, as per their last action. 

Comments

Post a Comment

Popular posts from this blog

Marketing research project managment

Image
In marketing research the project management takes place in four steps, here is my take on those four steps. Note: This article is written in expository style of writing and not in a associated press (AP) narrative style. Project initiation A Research proposal is the first step of the project and often used as a sales pitch document. It is similar to a project charter, a document which outlines project objectives. In the proposal, each phase of research has deliverables and a proposed timeline. It also indicates the number of resources allocated to each phase. The complex client needs are dispensed into multiple objectives, and the purpose behind this is to make the process simpler and keep it aligned to core requirements. For example, a client may need to know about consumer perception on a credit card; this requirement can be broken down into objectives. Few examples would be rating features like APR, cash back, credit line, etc. This process helps the research team to keep th...
Read more

Gaming trends in China

Image
A few years back nobody thought that China would go on to become one of the world’s largest gaming markets, and yes, that did happen. Today, Chinese mobile game industry revenue is $7.7 billion which is up from $6.1 billion in 2015. As a suprising fact the Chinese revenue is $0.4 billion more than the US revenue set at $7.3 billion. How is this possible? The reason behind this growth is the increase in the number of subscriptions and growth of the 4G network. With the upcoming launch of 5G in 2019 and the falling price of Smartphone brands, it is precise that the increase in mobile ad spend budget in China is reasonable. According to a report from Newzoo , China will become world’s number 1 mobile gaming market by 2018 with colossal $11 billion revenue. China covers about 31% of the mobile games installed worldwide and the users from eastern Chinese coast consume the largest share of mobile game downloads. The regions of Guangdong, Jiangsu, and Zhejiang are among the top three. Use...
Read more

Most viable app metrics in Asia- Pacific

In the last few years, the mobile ad industry has grown tremendously in Asia-Pacific (APAC) region, though mobile users adapt to mobile use for basic functionality , in recent years the scope of mobile has gone beyond messaging and phone calls. With the 4G launch in many countries and its accelerating migration accounting for more than 600 million subscribers at the end of 2015, it is precisely clear that Asia- Pacific region has become more data centric.  According to the GSMA Intelligence 2016 report , Asia- Pacific had 76 live LTE networks, accounting for 18 percent of the world total and 20 live VoLTE networks, 45 percent of the world total. The APAC countries such as South Korea, Japan, and China have been early leaders in 4G adoption with adoption rates faster than Europe and North America.  The rise of the 4G network has given rise to the exclusive use of mobile device, which is just 8 percent (88 percent) behind desktop device (96 percent) for non-unique service s...
Read more