Mobile app install rates are down 38% year-on-year, and app opens down 29%. The average Android app loses 77% of its users within three days, and 23% of users abandon apps after a single use.
While Gartner has called this the “post-app era” it doesn’t mean smartphone users are abandoning their use of apps. The most popular on-demand, media and social apps – think Uber, Deliveroo, Google Maps, Facebook Messenger, YouTube – count for the majority of users’ time, which means it’s difficult for the proprietary native apps that brands have been building to get a look in.
A new opportunity for mobile engagement
Whether your customers are business users or consumers, everyone wants the same thing: their problems solved and questions answered, and quickly. Today that means delivering digital customer experiences that are consistent and efficient across multiple devices and channels.
With users congregating en masse in the most popular digital mobile spaces, there is a tremendous opportunity open to brands to reach their customers inside those apps they are spending a lot of time using.
For example, if your target is business customers, you might have more luck reaching them through Slack or Skype for Business than any of the app stores. For consumers it might be Facebook Messenger, WhatsApp, good old SMS, up-and-coming RCS, or even Snapchat. But how do you do this?
Gresham House Strategic PLC (LON:GHS) has a total interest of 13.5% in IMImobile PLC, correct as of 30 June 2017 month end NAV announcement, released 03 July 2017.
