Is the jungle of apps too crowded? Be relevant or partner for success

[jrineakter]

Smartphone use revolves around apps. In the US, for example, 80 percent of time is spent on smartphones via apps. It is therefore not surprising that a ton of apps are offered. The Apple App Store and Google Play now offer more than 2.6 million apps. As a marketer, you cannot ignore them. But the question is: how do you set up your online marketing strategy to still optimally reach your target group in this jungle of apps?

App usage centers
With a choice of over 2.6 million apps, you might wonder whether each app actually adds anything. For example, if we look at the average smartphone user in the US, we see that he has 64 apps on his smartphone. A strict selection has already been made from the enormous range. But of these 64 apps, the majority are hardly used. On average, people only use 12 apps per day. If you then also remove the standard apps from this list, such as your alarm clock app, then there are only 8 per day. If we then look at which 8 these are, we see that apps managed by Facebook and Google are particularly popular, such as YouTube, Netflix, Facebook, Chrome and Candy Crush.Trend 4 - photo 1

In short, app usage is strongly centered around a small group of apps. We have seen this before. Think, for example, of the rise of websites. In 2001, 30 percent of website visits honduras telegram number list could be traced back to the top 10 most popular websites. In 2010, however, the top 10 could count on a much higher reach. 75 percent of website visits were spent on this top 10. Only 25 percent of the attention went to other websites. As soon as the 'newness' wears off, you see that the use of media channels centers. But what does this mean for the visibility and success of brands via apps?

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What are you betting on?
Due to the growing popularity of apps, brands have also started exploring their possibilities. In the meantime, almost all major brands have launched their own app, the so-called 'branded apps'. But is this still ' the way to go '? Despite the fact that smartphone use continues to rise and apps play an important role in this, we also see that apps from Facebook and Google dominate. As a marketer, you must therefore ask yourself whether investing in your own app is worth it, or whether visibility via apps that are already part of the target group's routine is more effective and successful.

If you want to determine where to invest your budget – your own app, visibility via popular apps or a combination of these – you first need to determine what your goal is. Do you want visible interaction with the consumer, do you want to provide service to your existing customers, do you want to bring your brand to the attention of potential customers? In addition to the goal, it is also important to know how your target group behaves around apps. For example, young people use more different apps and are more open to new apps. At the same time, this is also the target group that is very active on Candy Crush and Facebook, among others. In short: research your target group and their app use first before you start shooting blindly.