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BizReport : Mobile Marketing : March 02, 2015

Consumers not impressed by engagement of branded apps

Most consumers do not believe branded apps are engaging and are instead just a means to push content leading many to delete such apps after just one use.

by Helen Leggatt

Research from Ampersand Mobile in the UK among 1,612 smartphone users found that consumers are not as enthusiastic about branded apps as first thought. Almost three-quarters (71%) believe branded apps do not engage users but are only created to "market and push content". Such is the disappointment with branded apps that 84% delete such apps after using them just once.

Low levels of engagement among branded apps leads to more than half (54%) of consumers avoiding big brand apps altogether as they are seen as one way marketing tools instead of being useful.

Some 61% believe that branded apps have run their course and that something new is now needed.

Ampersand Mobile's Diana Marian, Marketing Strategist, thinks brands need to revisit their mobile strategy and ask themselves "Is there a 'mobile' reason for my app to exist? Can I start and maintain a conversation with my users on mobile? Am I giving them something of value, something they could not get otherwise? With little headspace to spare and so much brand noise around, how do I make my customers care?"

According to Nader Alaghband, chief executive officer of Ampersand Mobile, "The relationship between brands and consumers has completely transformed over recent years. Technology empowers the mobile generation with instant access to a world of products and services. Brand loyalty is increasingly playing second fiddle to quality and experience."

Image via Shutterstock

Tags: apps, brand marketing, mobile

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