A report about branded app usage helps digital marketing managers understand how consumers use branded apps. The report is full of good news for marketeers.
Most people use branded apps
More than half of smart phone users say they regularly use a store, brand or product app, says a February 2013 study conducted by Ipsos OTX and Ipsos Global Advisor, this demonstrates that it can be worthwhile producing apps for engagement.
Most popular for More info, then Deals
The good news for marketeers is that most people use the apps because they want to engage with the brand. In earlier years, many brands made games and gimmicky apps to create contact, but now utility apps are becoming more popular.
Apps are best for engagement
The general trend we’re seeing at Triptale is that organizations are starting to use apps more to engage, than to build awareness. For example, in tourism we see a lot of focus on “in destination” information, the purpose of which is to improve the stay of the tourist, who then in turn is more likely to spread their good experience and talk about the destination on social media. Or brands that use apps to extend the experience for visitors to their website, offering an app that showcases products and shows the nearest store. This is in order to capitalize on the traffic and extend the conversation.
Apps increase purchasing intent
Perhaps the best news from the report is that consumers seeking more information via an app typically become more interested in purchasing in the process, as such 52% are more interested in buying after using the branded app.
What’s also clear from the report is that mobile apps often act as the gateway to the organization, so the consumer can find their way to web pages, social media pages, competitions or tools. As such, the consumer uses the branded app almost as a bookmark so they get to the information they need in the fastest possible way.
If you’re considering making a branded app we’d love to help.