Which of the following is true about apps?
- Apps are more geared towards retention, loyalty, and engagement
- Apps and mobile optimized sites are the same thing
- Once a user downloads an app, they are likely to return and engage with it
- Apps are more geared towards acquisition purposes
- Once a customer downloads an app, they will be likely to return
- Most smartphone users download apps on a weekly basis
- The majority of Android apps have been downloaded
- The number of app installs on Android tablets is increasing
Which of the following is true about apps
In fact, one in two app users turns to them to find information about a business or product or even to make a purchase. The flip side is that apps can also be abandoned immediately after that transaction. Thirty-eight percent of those surveyed said they’re likely to download an app when it’s required to complete a purchase. Once they’ve completed that purchase, however, half will uninstall that just downloaded app and move on.
People turn to apps to ease their daily grind. And they’re more likely to use them if they serve a specific purpose. Our research revealed that two in three will use an app frequently when it simplifies their lives.
Apps can be quite helpful during a customer’s purchase journey. In fact, one in two app users turns to them to find information about a business or product or even to make a purchase. The flip side is that apps can also be abandoned immediately after that transaction. Thirty-eight percent of those surveyed said they’re likely to download an app when it’s required to complete a purchase. Once they’ve completed that purchase, however, half will uninstall that just-downloaded app and move on.
Apps offer unique ways to engage with your best customers, including connecting through social and gaming. Apps can aid the offline experience, driving e-commerce and loyalty.
Apps have been a successful channel for various verticals:
Some companies rely primarily (or only) on their app as their customer engagement channel. King has built a huge business (as have Supercell, Machine Zone, and many others) by creating unique games. Many social apps (e.g., Line), rideshare (e.g., Uber), and travel (e.g., HotelTonight, AirBnB) have also seen tremendous success by offering a tailored mobile experience leveraging unique app capabilities such as sign-in/authentication and phone features like camera or GPS.
We have seen several brands successfully leverage their app to develop deep and meaningful relationships with their customers. For example, Starbucks drives in-store loyalty by awarding “stars”, facilitating mobile payments, giving personalized offers and messaging. Other interesting examples include Walgreens which facilitates pharmaceutical refills by taking pictures, Walmart that uses a ‘Savings Catcher’ for price comparison, and Target which uses the “Cartwheel” app for personalized offers.
The largest challenges for promoting your app is driving discovery and installation, driving engagement, and driving conversion of your most valuable customers. Below we’ll discuss these challenges in more detail and review the best solutions for overcoming them.