Mobile devices and smartphone devices have become dominant in today’s society. Where in times past the laptop or the desktop was the main method for gaining information, a recent study by Comscore showed that over 50% of internet user’s only user mobile devices. This information has caused a boom in the mobile industry with more than 1500 apps being introduced to the market daily. This does not include the never ending free-to-use Android apps which are available. As such app developers as well as mobile marketers need to understand the latest trends to maximize their potential in an ever growing and changing mobile world.
Mobile Apps will dominate over mobile sites
The majority of mobile users do not want to have to go on the internet and purchase a product. Shoppers spend roughly 85% of their online time on mobile apps, rather than the internet. Why is this? There is a presumption that mobile apps take up less data than the internet. Secondly, the mobile app is easier to navigate and far more personal to the user. Finally, the app is familiar and popular. Even apps which are available on standard webpages are being downloaded in app format and sent to devices (if a device is synced to the computer).
Apps will promote other apps
App developers are very likely to have multiple apps promoted. In 2015 the integration of paid app promotions and multiple app promotions was present. However, in 2016 we can predict that this will increase dramatically, specifically where app development agencies are involved. Think about the mobile game apps. Typically, a user is offered a game which is similar to that which they are playing. Now, with this mentality transfer those app suggestions to the various sectors of the mobile world. Everything from data storage to local sales apps will see suggested/promotional apps.
App Download options will flood the Social media
Device oriented apps such as Instagram, Pinterest, twitter, and (to some effect) Facebook are catered mainly to the mobile app. And while there are a few social media apps which already have a platform to download other apps directly from them, it should be expected that the platform base selections will boom in 2016. Instagram and Pinterest are ideal for companies to put such downloads as the apps can be optimized for the consumer. As a person can only view one post at a time, the company can ensure that those which are downloading an app (say for cosmetics) are their targeted audience.
Video promotions will increase and Google will add video to the search ads
at some point this year. Videos have been and continue to be one of the top marketing tools on mobile media devices (and the internet in general). From direct promotional videos to YouTube promotional videos, or even Instagram video promotions of an app, the market will continue to see this as a means of delivering information to the consumer. Additionally, do not be surprised if you see an increase in sponsored apps on video feeds. Granted, this is already present somewhat, especially in Youtube where cards and links can be worked into the video.
Premium Apps will increase
Most mobile users do not want to be continuously bothered by ads and promotions. This opens the door for the market to offer premium apps to the customer. We can already see this taking place in some sectors of the mobile media market where free apps are available but are peppered with so much marketing that the user will want to buy the premium app to speed up play, usability, and limit data usage. Do not be surprised if most of the common apps start to use their promotional material to push users to upgrade to a paid premium app.
Coupled with the over promoted free app in an effort to push to the premium paid app will be a geo-fencing & geo-targeting methodology. Apps will push the information gathered through region based information and then evaluate that information to approach targeted clients in a multi-pronged (meaning app notifications, push notification, and email) approach.
Key considerations for App developers and marketers
Mobile apps are meant to be simple and fun/easy to use.
Apps that are too bogged down with promotions may not result in a premium buy but a quick uninstall.
App discovery should not be limited to the mobile stores but should be accusable through other mobile routes.
As apps do take up memory and data, they must have a purpose for the user. Making the app appealing and functional for the person is critical to getting it installed
The easier the app is to download and install the better your chances of success will be as a marketer.