News by Topic
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
Lifespan of mobile apps found wanting
Mobile phone applications, or 'apps', are increasingly popular with brand marketers and consumers are snapping them up, but new research has found that their lifespan is very limited.
Instead of bland WAP banner ads and location-based text ads, brand marketers are developing mobile apps to engage consumers and immerse them in a branded environment. Apps take the form of games, information services (weather, health, finance) or plain gimmickry as in British beer brand Carling's iPhone iPint.
But don't expect consumers to spend too long interacting with these apps, says Pinch Media. The company, whose analytics engine can be used to track the performance of participating iPhone apps, found that just 30% of people purchasing iPhone apps use them the next day, and free apps fare worse with just 20%.
It gets worse over time. The study, "AppStore Secrets - What We've Learned From 30,000,000 Downloads', found that less than 5% of iPhone users are still actively using an app a month after downloading it. After 90 days that figure hovers around the 1% mark.
In terms of the potential for mobile advertising via apps, Pinch Media concluded that currently less than 5% of applications on the AppStore are suitable for advertising, in terms of generating a return. "In other words, unless there's something inherent about the app that screams 'free', sell it," advises Pinch Media in a slide show of their findings, and only release an ad supported version if the data strongly suggests a developer has a 'sticky' app.
- Top 3 social trends to watch in 2015
- Why clicks will regain importance in 2015
- Security concerns cause 23% of consumers to shop less online
- Mobile and online key resource for last-minute Christmas shoppers
- Third of consumers never pay full price online
- Online cash register bells will continue ringing on Christmas Day and Boxing Day
- Experts: App usage will change in 2015
- How data will influence 2015
Featured White Papers
- No Longer a Necessary Evil: How Modern CRM Empowers Sales
CRM has long been seen as a must-have sales tool. However, much of the value of traditional CRM accrues to...
- 7 Myths About Online Reviews
When it comes to building and maintaining trust in your brand, online reviews are an extremely valuable addition to your...
- Targeting (That's on target)
"Hopeful messaging is wasted messaging. Clear targeting means more than just Who. It also demands a knowledge of How, When,...
- Leveraging Facebook to Improve ROI on Brand Sites
Rather than deserting your brand site for a Facebook Fan Page, the best digital marketing strategies incorporate a Facebook presence...