Mobile App Adoption Is Maturing as Usage Mellows

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  •  Apr 01, 2015
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App providers must focus on retention strategies to ensure relevance in the App marketplace.

The mobile apps marketplace is maturing as users declare themselves satisfied with current engagement rates, according to a survey by Gartner. As users integrate apps more deeply into their lives, app providers will need to stay one step ahead and focus their development, marketing and branding more intensely toward retention strategies.

"After eight years of searching for, downloading and using smartphone apps, users are maturing in their usage behaviors," said Brian Blau, research director at Gartner." However, we may see those patterns change in the future as users integrate apps more deeply into their daily lives."

User interest in apps has mellowed now that they have integrated apps into their use of personal technology and their interaction with brands while online. Although usage remains high, users may not want or need more apps in the future. This is cause for some concern for app providers because if users become too complacent then app businesses could suffer from lack of engagement or slowing growth.

According to a Gartner survey, smartphone users are content with their current level of interest in apps. With such a strong indication of users keeping the status quo, Gartner expects to see a continued high level of interest in apps. That interest, however, may not change dramatically over time and engagement with apps overall may be reaching a plateau. Although this may be good news for app engagement overall, app product managers will be challenged to create and monetize new opportunities because many users won't change their app consumption patterns

"It's not that smartphone users have lost interest in apps, users remain excited about what apps can do for them in their daily lives, including for work and nonwork app scenarios," said Blau. "However, app users need to be convinced about the value of the app. Their willingness for new app experiences is open-ended, but their plan is to keep their same patterns of use. Users will try new apps, but they need to be convinced of an app's value before they adopt them and change use patterns over the long term."

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