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BizReport : Mobile Marketing : February 26, 2015

App channel worth over £4 billion to UK brands

Apps are now worth 24% more to UK brands than they were a year ago, according to new research from Conjure that reveals apps are now worth more than £4 billion a year to brands.

by Helen Leggatt

Conjure's 'Apps and Brands Benchmark Report 2015', for which 2,000 people were surveyed, has found that the app channel is worth £4.04 billion (US$6.27 billion). Spending on apps now accounts for 0.3% of total UK consumption with the average person spending £89 (US$138) per year on apps from consumer brands.

The amount spent has more to do with more in-app purchases being made, found Conjure, than a rise in the amount of brand apps being downloaded which has only risen from an average 5.5 apps to 5.9 apps in the past year.

"The process of buying a good or service through an app has become normalized. When it comes to putting their credit details into an app most Brits no longer have the fear factor, and most brands realize they need to have an 'app window on the world'," says Sam Clark, Founder of Conjure.

"That said, brands can't afford to get complacent - they've got to have a content strategy mapped out in advance, be ready to update their apps with innovative new features at least once every six months, and promote their apps as forcefully as possible through their other marketing channels."

Image via Shutterstock

Tags: brand marketing, mobile apps, mobile marketing, UK

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