The buzz in the mobile space is creating a “app” for your users but this latest study show that just having an app doesn’t mean that your customer will actually even use the app.
The lesson is “creating an app” ain’t easy. Just like with your blog, social media, videos and other marketing efforts, your “app” must provide value to your user. Massive value.
Here is the lesson, instead of focusing on creating an “app” focus on understanding your customers and creating compelling value on your major media. Once you create compelling value, then you can use an app as delivery mechanism for that value.
Dedicated to your success
Fewer than 20 applications are installed, on average, on the Web-enabled devices that mobile consumers use, with only 50 percent of those apps actually used, according to a recent MRM Worldwide study.
The company rolled out a mobile attitudes study that interviewed 1,717 Internet users between the ages of 16-70 years old from Germany and Britain. The study tracked current mobile Internet and application usage patterns.
Apps dilemma
According to the study, applications are no easy game.
The problem is getting on the screen and then getting the user to regularly use their applications.
In addition, developers and marketers have challenges.
There are so many applications in app stores that it is difficult for marketers and developers to know what the user will choose.
User behavior
The study also found that there are four characters with a clear and distinguished profile – The Rookie, The Rationalist, The Everday and The Restless.
The Rookie shows a very low usage intensity, where the mobile Web is being used selectively and is still reduced to a few basic services.
“I think there are three surprising findings from the study,” Mr. Kiefer said. “Even among the most active user types, smartphones are not that dominant – although they have the majority among the Restless user type, there are a large percentage of people who use Internet-enabled phones to connect with the Internet and its services on the go and that should be recognized.
“We are also going to see an increasing sophistication in the types of mobile offerings and services as consumer demand for constant mobility continues to rise.”
“Mobile will leave the playground and will be taken more seriously,” he said. “We are going to see more integration with other marketing initiatives.
“Marketers should try to understand your target audience and what they do and expect in the mobile space first, then think what you can do mobile,” Mr. Kiefer said. “For a mobile marketing effort to be successful, knowing the target market is critical.
, I had to try it. Its an interesting app and can be the basis of a great business for someone that owns a clothing store or is running a niche fashion business.
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