People download mobile apps every day, but the truth is that many of them are abandoned or never even used. New Google and Ipsos research uncovers how people discover and engage with apps—and what brands can do about it.
Mobile apps are now an important part of our daily life, with people spending an average of 30 hours per month in them, according to Nielsen. To find out how consumers are using apps, Google conducted research with Ipsos MediaCT. Surveying 8,470 people with smartphones who had used apps in the previous week, they uncovered new insights about what drives consumers to install and engage with mobile apps. For example, one in four installed apps is never used. So, what causes people to abandon an mobile app?
Here we’ll dig deeper into these insights so that you can develop an effective mobile app-marketing strategy. There are two integral points in that strategy which 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 mobile apps. In fact, 40% of smartphone users browse for mobile apps in app stores. They remain a popular way to find new apps. However, App stores are not the only way to discover apps. 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 Google’s research: One in four app users discovers an app through search.
Take Action: Have your app built the RIGHT way!
Before building a mobile app, think about the most suitable way to have your app built. One of the safest ways is to have a native app built by a mobile shopping app builder which is specialized in at least one platform and provide better features as well as support for you for example SimiCart which is very famous in Magento merchants community. SimiCart is a product of Magestore – the top 3 Magento extension provider. They have been working in Magento field since 2009 and well known for their sophisticated products. SimiCart Experts can help you a lot in your mobile marketing strategies.
Take Action: Make your app discoverable everywhere, including search
People not only turn to search to find new apps; they actually download apps because of search ads. They’re among the most effective ad formats for driving app downloads: Of those who downloaded an app based on an ad viewed on their smartphone, 50% said they were prompted to do so by a search ad. So that think about Google ads if your budget is high enough.
#2: App engagement and re-engagement is key, as app users tend to lose interest
People turn to mobile apps to ease their daily grind. And they’re more likely to use them if they serve a specific purpose. Google’s research revealed that two in three will use an app frequently when it simplifies their lives. Small businesses are also turning to mobile apps. So, what was it about an app that attracted users in the first place? How can brands ensure that their mobile apps are used not just once but again and again? The answer is simple: Prove the value and utility of your app.
Take Action: Make your app’s value clear
App users need an incentive to reengage with an app they’ve abandoned. And there are ways to draw app users back to your brand. Thirty percent of those surveyed in our research say they’d start using an app again if they were offered a discount toward a purchase, and nearly a quarter of app users would return if they received exclusive or bonus content. This is particularly true for the travel and retail categories: Those surveyed said they would use a travel (40%) or retail (47%) app again if they received a discount or coupon offer.
So that it turns back to the story of how you have your mobile apps built and the goal of your mobile marketing strategies. If you are online merchant, be noted that 90% merchants choose mobile shopping apps because of the function “send notifications” to users’ mobile devices.
Take Action: Reengaging today’s app users
Given the sheer number of mobile apps available in the market, it’s more challenging than ever to gain an app user’s attention. That’s why your app needs to stand out from the crowd—both in and outside of an app store—so people can find it and use it, again and again. To make sure your app makes the cut, it’s important to show that it has clear value for your users, well past the initial app download. These findings from Google’s research can help your brand develop mobile app marketing strategies that will be successful not only in attracting but also in keeping an audience—bringing tremendous value to your business.
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