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BizReport : Mobile Marketing : May 25, 2016


Survey: Brands leaving app money on the table

Not updating apps could be costing businesses money. That's the takeaway from a new Apptimize survey which indicates only one-third (32%) of businesses offer fresh - weekly or bi-weekly - app content. That lack of fresh content could be keeping consumers from engaging with apps over a long period of time.

by Kristina Knight

According to several reports, most apps are downloaded and then forgotten about within a week. New data out from Apptimize indicates some of that forgetfulness could be due to a lack of fresh content. Their recent survey of nearly 300 mobile developers and professionals found that while 27% release new content every 2 weeks, only 5% are offering new content weekly, and nearly half (44%) only update their apps monthly.

That lack of fresh content is a signal to consumers that they don't need to engage with an app daily, and without that daily engagement, apps are soon forgotten.

"Successful apps like Facebook and Pinterest constantly iterate, and as such, have set the bar for the type of engaging, customized content consumers now expect," said Nancy Hua, co-founder and CEO of Apptimize. "The key to fast iteration is simplicity, making the process intuitive and quick encourages teams to try new things and turn their 'wish list' into reality."

Why aren't apps updated more often? The survey indicated time constraints were a major barrier. Those surveyed reported it 'could take weeks' for app updates to be live within an app. A lack of proper A/B testing may also be to blame - only half (52%) A/B test apps for user feedback.

Tags: app marketing, app revenue, Apptimize, mobile marketing










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  • The survey indicated time constraints were a major barrier. Those surveyed reported it 'could take weeks' for app updates to be live within an app...



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