A new global survey has revealed that branded apps are failing to take the world of smartphones by storm.
The new research, carried out by Deloitte was based on an analysis of apps published on iPhone, Android and BlackBerry by big healthcare and consumer brands. The report revealed that 80% of branded apps struggle to get even 1,000 downloads, despite the fact that every month, the three stores in the study generate 1.6bn downloads.
However, despite the lack of uptake these apps have, having no app at all could be more damaging as the research discovered that over three-quarters of mobile app users expect all brands to have one. There is also an expectation that these apps will be easier to use than the company’s website.
Howard Davies, media partner at Deloitte, said: “Brands view apps as a golden opportunity to communicate directly with consumers and in a more meaningful, long term manner. When brands get it right, the returns can be huge. The problem appears to be that most are getting it wrong.”
Although some of the most popular apps have been branded, for example Carling’s ipint and Barclaycard’s WaterslideExtreme game, which had been downloaded more than 12.5 million times, it is becoming increasingly more difficult for brand’s to achieve standout apps.
Where games were once a good way of achieving a high quantity of downloads, they are no longer such a realistic option due to an overcrowded market place and the high costs of development.
As well as a failure to produce well executed apps, it seems brands are also failing to promote their apps in the right way and to the right audience. The Deloitte report unveiled some of the factors that have helped other branded apps do well, such as an understanding of how to manipulate app store ratings to gain prominence and targeting apps at the platforms that are most likely to be used by their audience.
Photo by tinkerbrad – CC
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