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BizReport : Mobile Marketing : July 13, 2011

80% of branded apps struggle to achieve 1,000 downloads

A global study by Deloitte reveals many branded apps are left gathering virtual dust in app stores because marketers fail to alert consumers to their existence.

by Helen Leggatt

The global study involving over 30,000 users, reported in the Guardian, found that 45% of consumers with smartphones downloaded an app at least once a week and that three-quarters of mobile app users expect all brand name firms to have a mobile app.

However, not many branded apps are successfully attracting mass downloads.

Based on an analysis of apps published on iPhone, Android and Blackberry by healthcare and consumer brands the study found that "Only 20% of the apps published by major consumer and healthcare brands globally were downloaded enough times to appear in our figures and of that 20%, less than 1% were downloaded more than a million times, " said Deloitte.

Or, to put it another way, 80% of branded apps don't even make it to the 1,000 download milestone. Why? One of the key reasons is that consumers simply don't know these apps exist. In a crowded market brands need to actively market their apps if they don't want them gathering virtual dust in app stores.

So what works? Apps that implement the newest technologies, such as GPS and location information, and those that solve problems and provide portable functionality garner the most downloads, found Deloitte.

Branded apps with the following functions were far more likely to be downloaded:

- Portability - 81%
- Accelerometer - 77%
- Sophisticated touch screen interface - 61%
- Location-based services - 61%
- Camera - 59%

Mobile analytics firm Flurry recently released stats that reveal consumers now spend more time with mobile apps than they do browsing the web.

Tags: branded apps, GPS, location-based, mobile apps, mobile marketing

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