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BizReport : Mobile Marketing : May 13, 2011


APA: iPad users want more branded apps

The majority of iPad owners prefer branded apps over non-branded paid-for apps, according to new research from the Association of Publishing Agencies.

by Helen Leggatt

Nearly three-quarters (73%) of iPad users would rather use a free branded app than spend money on a non-branded one, found the APA's research. That's great news for brand marketers.

In fact, iPad users are positively gagging for more exclusive, relevant, and engaging content from brands that will inform and entertain them. When developing branded apps, marketers should capitalize on the level of interactivity that can be achieved on the iPad.

According to the research, carried out among almost 1,000 iPad users, they want brands to create more apps in the areas of lifestyle (38%), games (27%), and entertainment (23%).

"Consumers hold branded content in high esteem and brands should take heed of this fact," said Julia Hutchison, COO APA.

"Consumers who interact online are more likely to buy if the company offers additional branded content, which is extremely compelling for brands."

For those looking to develop a branded app the message is clear - keep it simple.

Roland Deal, general manager at agency Gyro:HSR has written a comprehensive overview of branded app design and development considerations that is well worth a read before jumping in.

Tags: app development, brand awareness, brand marketing, branded apps, iPad, mobile apps, mobile marketing










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  • Great article Helen. I'd also like to add how important it is for these brands to spend time figuring out what their consumers want from these apps. Effective UI found that 69% agreed that a bad branded mobile app experience contributes to a negative perception about a brand...We have our own app grader tool to measure the success of branded apps - see http://bit.ly/jA4yJh. Any opinions on how brands should gauge the success of their apps outside of app store ratings reviews?



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