There's an App for That!

A mobile application (or mobile app) is a software application designed to run on smartphones, tablet computers and other mobile devices. They are usually available through application distribution platforms, which are typically operated by the owner of the mobile operating system, such as the Apple App Store, Google Play, Windows Phone Store, and BlackBerry App World. Some apps are free, while others must be bought. Usually, they are downloaded from the platform to a target device, such as an iPhone, BlackBerry,Android phone or Windows Phone, but sometimes they can be downloaded to laptops or desktops. For apps with a price, generally a percentage, 20-30%, goes to the distribution provider (such as iTunes), and the rest goes to the producer of the app. (Wikipedia)

There's an App for that! In fact, there is literally a million apps in the iOS store alone! As depicted in the image  by Flurry Analytics, 80% of our time spent on a mobile device is on an app, compared to the 20% we spend on a browser. Apps are a quick and easy way for us to connect on our favourite social media sites, catch up on today's latest news and play games when were bored. Apps are trendy to have, they keep us in the loop about the things we want to know about, they inspire us to create, they expose us to new music, they allow us to pay bills quickly, and they help keep our days organized.


Mobile Apps are the future for online marketing. As seen in the infographic by DrivingSales.com there are many benefits for a business to have an app rather then just a mobile website. Smoother platform, faster loading, a more fluid interaction, and easier access to other applications on your phone (such as your GPS). They are also providing a platform that is focused solely on your company and allows you complete control over its content.

But what about the negatives of an app? Apps require separate versions for different operating systems (iOS and Android being the top two), requiring more time and money in development. There is also more investment and time required in maintenance, and it requires the user to update their app for the current version. Therefor if your app is experiencing difficulties and you've made bug improvements in your update, you have to hope your consumers will still have their apps to get the update, and that they haven't already deleted it out of frustration.

An article from searchenginewatch.com looks at why users delete mobile apps. "The number one cause: freezes. Sixty-two percent of the people who were surveyed said they would delete an app if it froze up." Have you had problems with a mobile app within the last 6 months? The majority of users have, with 56% saying they have experience some kind of problem.

"Another survey from uSamp revealed that 71 percent of users said they would delete an app that crashed, 59 percent for slow responsiveness, 55 percent for heavy battery usage, and 53 percent for too many ads. That's a lot of pressure for developers and marketers!" With so many apps available now, just getting your app noticed is a challenge, let alone keeping it up to date and user friendly. There are many reasons consumers delete mobile apps, from a too complex or bad registration process to too many bugs and errors. "To figure out how to prevent users from deleting your app, you need to understand why they're leaving in the first place." If you can create a user friendly app that doesn't crash, is easy to set up, has minimal to no errors and is providing the experience the user wants, then you will have a successful app, and hopefully escape being deleted.

So with all these negatives to mobile apps, is it really worth it for your business to have a mobile app? It is going to convert your site visitors into consumers? Overall the answer is yes! Apps are now so popular that it is the best way to reach possible consumers, and not only create a one time buy, but possibly a brand evangelist. If consumers are liking your app, then they are more likely to continue using it as well as sharing it with friends.

While this video is made by a company that creates mobile apps and is therefor promoting themselves, you still can't deny the facts. Mobile apps are here to stay, and are the wave of the future for online marketing.