Mobile App and Marketing

We in Work

Before you enjoy that cup of coffee each morning, chances are you’ve already turned to a mobile app to start your day. Whether it’s finding your way to a meeting, logging your fitness routine, or even adding the cost of that latte to your weekly budget, one thing is clear:

Apps are now an integral part of our daily micro-moments, with people spending an average of 30 hours per month in them, according to Nielsen.1 Apps play a key role in those I-want-to-know, I-want-to-go, I-want-to-do, I-want-to-buy moments.

They’re also a powerful way for brands to build deeper relationships with their customers, especially apps that take advantage of mobile app marketing.

Mobile app marketing is an advertising medium that can complement a brand’s offline experience (in-store special offers, for example), drive e-commerce, or simply help connect a brand with its loyal customers. Together with mobile websites, mobile apps have become important to both consumers and marketers.

Mobile App Marketing

So how can brands best tap into these vast app-consuming audiences? To find out how consumers are using apps, we conducted research with Ipsos MediaCT. Surveying 8,470 people with smartphones who had used apps in the previous week, we uncovered new insights about what drives consumers to install and engage with mobile apps. For example, one in four installed apps is never used, according to our research. So, what causes people to abandon an app?

Here we’ll dig deeper into these insights so that you can develop an effective mobile app-marketing strategy. Two integral points in that strategy are boosting awareness of your app and keeping your app audience engaged.

Marketers may assume that consumers head to an app store to find new apps—and a good portion do. In fact, 40% of smartphone users browse for apps in app stores. They remain a popular way to find new apps, from the latest in gaming to fitness tracking, music streaming, and much more. App stores are not the only way to discover apps, though.

People are finding out about apps in all kinds of instances while using their smartphones—when they’re engaged in an app, searching for another specific app, watching a YouTube video, or even surfing a mobile website.

“Mobile app marketing is an advertising medium that can complement a brand’s offline experience, drive e-commerce, or simply help connect a brand with its loyal customers”