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
Which of the following is true about apps
- 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
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. They can also aid the offline experience, driving e-commerce and loyalty.
The biggest challenges of promoting an app are driving discovery and installation, driving engagement, and driving conversion of your most valuable customers. We’ll discuss these in more detail and suggest some potential solutions for overcoming them.
Driving discovery and installation of your app
The first step in driving discovery and getting customers to install an app is to build a great app. Then you can build a strong user base using both organic and paid channels. Given people’s many choices, most brands aren’t able to connect with their mobile customers. Companies can offer convenience and value to customers, but these same customers may have no idea that an app exists.
Once your app is built, you’ll need to promote it strategically. Remember that user mindset matters. You want to reach people wherever they are, while they watch, surf, search, work, or play.
Google has many ways of engaging people throughout the day, in all of their mindsets. A potential app user could be enjoying entertainment on YouTube, in research mode on the web, ready to purchase products or services through Search, or enhancing productivity on Gmail. As a search site, ad network, video platform, and mail product, Google offers a diversity of formats and placements that can help you reach people at the right moment. We also offer organic discovery via Search and the Play store.