With the app stores offering millions of apps, these have become an indispensable part of our lives. The younger people and the millennials seem to be even more active with mobile apps. With so much investment in the app industry, the brands want to know how do the users discover these apps and use them. If this mystery can be solved, the brands can track the paths taken by the users and make their apps discovered and used. Various research studies have been conducted, and interesting facts have been unearthed about the users’ pattern of app usage and discovery. Here are some of the ongoing trends that app users demonstrate.
Discovery of an app
A research was conducted by Google to unearth the ways people download apps and the sources of information from which they discover about an app. It was found that friends and family are the topmost sources from which users get to know about an app. Interestingly, they are less influential when it comes to installation of an app. At the time of installation, price becomes the most crucial factor to be weighed followed by security and privacy issues. However, the next source of discovering an app is the app store. The other ways apps are discovered are through another app, reading online, online and TV ads or searches through search engines. A considerable number of apps are found through social media and YouTube as well.
Download and Installation
Price, privacy, and security are the topmost factors to decide about installing an app. The other factors that trigger downloading and installation are the amount of usage, description, memory used, reviews, and ratings. Although the price may be the most important consideration to download and install an app, half of the users who downloaded an app has never paid for it. The top reasons to pay for an app is for its value proposition and features. Other factors that motivate the users are an ad-free app with good reviews and ratings.
App usage patterns
Although apps and the mobile websites serve different purposes, apps are used more for accomplishing specific tasks like tracking physical activity, playing games, financial transactions, etc. On the contrary, the mobile sites are used mostly for exploring and browsing. Although mobile app usage and the time spent by individuals on their mobile phones are on the rise, the most important factor that motivates the users to use an app is the ease of navigation and use. Research reveals that this is the most important factor than any other.
Research studies reveal, while people may be having many apps installed on their mobile phones, they use 26% of their apps on a daily basis, and one in four apps installed are never used at all. Consumption of too much of memory space is the primary reason for users to uninstall an app. The study by Google revealed that on an average an individual has 35 apps installed on the smartphone. Out of all the apps that have been installed, more than a half are used on a regular basis.
The mobile apps have become important channels for the brands to reach and retain their customers. They are highly useful in enriching the customer experience too. For the brands to enrich their customer experiences through the mobile apps the primary requirement is to make people download and install the app. Although the app usage is on the rise the most important takeaway for the businesses is people stop using the apps when they are no longer useful or consume too much of memory. The silver lining is, most users would still reconsider using the mobile app if the app is improved or reduced in size.