The average number of mobile apps used by a typical smartphone owner is around 25. Although the number of apps used on a daily basis has decreased, the average time spent on these apps is only increasing. A recent study by App Annie found the average time spent on apps a day is now 4.2 hours, which is a 30% increase from 2019.
What this really means is that consumers are more selective than ever, and to be one of those 25 apps, you will have to meet their high expectations for utility and performance. Your app must do the job it was “hired” to do well, day in and day out.
As the creators of thousands of apps over the past 10 years, we’ve learned a lot about what makes a great one.
Here is what you need to do to succeed in this less frenetic, but more lucrative space:
1. Have a strategy
This sounds simple, but your app needs a strategy just like your business does. A mission for your app takes the guesswork out of mobile and helps you align your app with your goals.
2. Excel at one thing and deliver an outstanding user experience
If your app is too slow, or if it is inundated with ads, you are giving users a reason to go elsewhere. Identify the features most important to your audience and make sure your mobile app performs these features without interruptions. Mobile apps that deliver and don’t clutter themselves with unimportant functionality or a confusing design perform the best.
3. Provide reasons for every day use
People use social media to check in to see what’s happening. Your apps should provide similar value. Be a part of your audience’s daily routine by publish and promote new content and events or by providing a news feed where users can read up on the latest stories.
4. Promote your mobile app
Most businesses promote their app for the first few weeks after it goes live and then move onto other things. This is a mistake. The app needs to be continuously promoted, and the message needs to be more than just “download our app.” Highlight and promote the benefits of your app, such as its unique features or exclusive content.
5. Provide engagement
Think of the smartphone as the digital hub of a user’s life that can distribute content as well as receive. Ensure that your app easily shares content like podcasts and videos on social media. Make the app a way for users to engage with your brand. Push notifications also provide a convenient way to encourage users to open and interact with your content.
6. Find your secret sauce
What is unique about your station that can be transformed into a great mobile app experience? The radio station KISW in Seattle has created the “Magic 9-Ball” where users can shake the app to get answers to quirky questions like “Why I didn’t text you back.”
Smartphones are the dominant way your audience accesses information. Their phones are always with them, and your company should be too. We can help you design a great app, adapt one you’re currently using, or help you with mobile app strategy, so don’t hesitate to connect with us. The bar is rising, and it’s important that brands step up in the mobile app space.
If you want input on your mobile strategy, or want to learn more about monetizing your mobile assets give us a call.
