90% of brand apps fewer than 10K downloads

Think of app users like you would customers in your sales funnel. A good engagement plan includes messages that connect with users at every stage of app involvement, and varies by content type to stay exciting. Your audience downloaded your app for a reason. Personalization is many things to many marketers. Right now, successful email marketing is all about personalization.

You may unsubscribe at any time. Visit our Privacy Statement to learn more about how we process your data and your rights as a data subject. Enticing and keeping users in your app requires three critical elements: Creating and executing a promotion plan Using messaging to drive existing user engagement Layering in other marketing efforts All three of these layers of app marketing are important, and in many ways obvious.

Honor the Rules of Engagement Think of app users like you would customers in your sales funnel. Communicate with your audience when it matters most. These messages should highlight app features and introduce users to your communication style. Let your onboarding notifications reinforce this. Send event-based notifications to keep your audience excited.

Use daily reminders to prompt users to re-engage with your app. Lean on real-life tie-ins, such as events happening nearby and holidays, to stay relevant. If something newsworthy happens in a community, like a local team winning the NBA Finals, play off real-time events and geotarget relevant notifications to that audience. Deploy different types of content to keep users entertained.

Stagger videos, audio, and other rich media, because boring messages quickly become unwelcome interruptions. Engage your audience with existing marketing campaign elements. People are downloading apps and not using them. As you just learned, app usage is not guaranteed after a download. Some of you might be aware of this if your app has already been brought to market. But how do you know if this is happening to you?

The best way to measure this is with retention and churn. Basically, you need to track these metrics. Give users a reason to keep coming back and using your app down the road.

No app is perfect. Even the top apps have bugs now and then. Come up with updates and new versions of your app to improve the performance and user experience. We already saw the data to back that claim. If you look at this list, it makes sense. All of the top apps are used for different purposes and could be used on a daily basis. There is nothing wrong with shooting for the stars. You can still build a mobile commerce app for your business and have plenty of success.

But it would be an uphill battle, to say the least, if you wanted your app to be the next Amazon. Can you build an app with GPS map services? But will it surpass Google Maps? Probably not. Even with a smaller mobile app market share, Apple users still spend more money. But Apple users still dominate app spending, at nearly double the rate of Android users. Technology usage varies by generation. Mobile app usage is no exception.

You probably assumed that younger generations spend more time using mobile apps than people who are older. If so, that assumption was correct. As you can see from the graph, people between the ages of spend about 1 hour and 15 minutes per day using mobile apps. Even mobile users over the age of 65 spend close to an hour mobile apps every day. Not all mobile usage is created equally. In addition to the differences between operating systems, the usage will also vary by the type of mobile device that people use.

People have smartphones, tablets, desktop computers, and laptops. You can even access content and apps from smart TVs, watches, smart home devices, and smart vehicles. But there are certain categories that are dominated with smartphone app usage. These are the top categories that people turn to their smartphones for. Logically, it makes sense. People need to access maps and GPS services on the go, so a smartphone is obviously the best choice.

People have so many ways to buy online, yet they still choose to use smartphones at a high rate. News and information is another category that jumps out at me.

If you recall from earlier, there are twice the number of smartphones worldwide than tablets 2. But tablet usage is starting to catch up with smartphones. People download more apps on their smartphones and use more smartphone apps on a monthly basis. However, tablets outperform smartphones by a hair when it comes to paid apps or subscription purchases via an app. This could be a category that tablets will continue to control in years to come. While tablets may not be as popular as smartphones, they are used for specific purposes.

If you compare this graph to the previous one, you could conclude that a user is more likely to pay for gaming apps that are installed on a tablet. Since tablet screens are larger, the gameplay and user experience will be enhanced.

Like nearly everything else, behavior changes by location. This same concept can be applied to app usage. But other emerging markets like India, Indonesia, and Brazil are all seeing high growth rates as well. As technology advances and becomes increasingly accessible in emerging markets across the globe, the potential for targeting international consumers with an app can be appealing for certain businesses.

In many ways, this graph mirrors what we saw previously. As downloads rise in India, it makes sense that users would spend more time using apps. There is one thing that remains consistent across the board for each of these countries. By signing up you agree to our privacy policy.

You can opt out anytime. App Download and Usage Statistics Mansoor Iqbal Updated: November 10, Tweet Share Learn more. App downloads. Game downloads.