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BizReport : Research archives : July 29, 2013

App users want discounts, finds report

When it comes to downloading a branded app, don't expect to find a lot of mobile users playing dress up or clicking through games. According to new data out from thinktank Ipsos, most branded app users in the US are looking for one thing: discounts.

by Kristina Knight

Mobile brands take note: if you're app doesn't include discounts or coupons of some sort, users will likely download and ignore or download and delete. According to new research out from Ipsos most branded app users (US population) while many US consumers are downloading branded apps most do so for very specific reasons. The research shows:

• 51% of the global mobile population have downloaded and used a branded app
• 43% say they use branded apps to learn more about the company (global)
• 41% say they download branded apps for the discounts/coupons (global)
• 50% of US adults say they download branded apps for the discounts
• 27% of US adults say they download braded apps for brand updates

On another positive note, of those who use branded apps just over half (52%) say those apps keep them 'more engaged' with the brand; 42% of US-specific study respondents said app use increases their online purchases.

Meanwhile, more than half (global and US) of mobile users say they would prefer to use social media to stay updated on their favorite brands.

The takeaway: don't forget the discounts within those branded apps. And don't forget to make your brand a bit more social in the process.

Tags: app trends, Ipsos, mobile app usage, mobile marketing trends, social marketing trends

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