When the iPhone launched seven years ago, it revolutionized how consumers interacted with their mobile device – both through a new means of interaction (touchscreen) as well as the idea of the ‘app’.
Today there are about 1.2 million apps in Apple’s App store and the average smartphone user has installed 25 apps. However, there is a declining appetite amongst mobile users for new apps. According to research from Deloitte the number of apps downloaded in an average month fell from 2.3 to 1.8 over the last year.
So it seems we may be at a point in time that we could name as ‘peak app’ – where consumers, overwhelmed by too many narrowly focused brand apps, are instead concentrating their attention on a number of core apps that they use regularly. The result of this ‘Peak App’ is profound for brands. Getting consumers to download and use new apps will become increasingly difficult. Add to this the speed at which the mobile ecosystem is evolving, and this means brands that want to avoid becoming sidelined will need to think not only about app downloads, but also about: rich push notifications, cross-app integration, the impact of the wearable tech experience and, in the near future, in-car technology.
So it seems we may be at a point in time that we could name as ‘peak app’ – where consumers, overwhelmed by too many narrowly focused brand apps, are instead concentrating their attention on a number of core apps that they use regularly. The result of this ‘Peak App’ is profound for brands. Getting consumers to download and use new apps will become increasingly difficult. Add to this the speed at which the mobile ecosystem is evolving, and this means brands that want to avoid becoming sidelined will need to think not only about app downloads, but also about: rich push notifications, cross-app integration, the impact of the wearable tech experience and, in the near future, in-car technology.
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