All About Apps and Appealing to Audiences

Get APP-lified!

What is on your phone? Today, it’s all about apps. Whether it’s your Android, iPhone, Blackberry or another portable device to communicate with others, many consumers are attracted to specific apps that are available for download. Some of the most popular apps among different carriers include Facebook, Google Maps/Search, Weather Channel, Pandora, iTunes, and ESPN were found to be by audiences. A large proportion of apps are applied to games where 60% of audiences have downloaded for personal use (The Nielsen App Playbook, December 2009). Followed by News/Weather (52%), Maps/Navigation (51%), and Social Networking (47%). Everyone wants to be prepared what to wear for the weather, where to go, what’s going on in the world, what are my friends saying on Facebook, what are they doing, and what about a little fun. A feeling of being connected, informed, and entertained appears to be the common theme among people who use apps.

Whether it’s taking a picture, sending a text, or accessing the internet, about 24% of US adults with cell phones are using apps as a form of communication (Pew Research Center’s Internet & American Life Project, April 29-May 30, 2010 Tracking Survey. September 2010.) Those using apps, 91% say they use them everyday.

What Makes You APPy?

You never know what to expect with a new app until you download it. A friend may make a recommendation or you can search for the top downloaded item. Apps are most popular with young, educated audiences, but many don’t have a budget to pay for them. If it’s FREE, they want to find out more. This is a good way for companies to allure audiences to try their app offering a free version or a trial for a limited time.

Too often many apps are poorly made, as well as a ploy to showcase advertisements to promote the purchase of their app. This can quickly deter audiences. According to recent report in MediaDaily News, Borrell Associates predicts that mobile app ads will increase to $8 million by 2015. As with the adoption of ringtones hitting the market, many companies are quick to make a profit without a clear design, or an easy-to-navigate app that benefits the audience but rather advertisers.

It’s important to create something of value to bring new information, fulfill a task, cuts costs, time, make a connection with others, or make an inconvenience easier for audiences to be ‘APPY’! There are many apps, that the novelty wears off. Some problems can include miscommunication on how it is used, and an abundance of self-promotion.

As a company or good marketer, don’t just get into the game of apps without a plan to develop something useful. Ask your audience what is their attitude and opinions for using an app that’s appropriate to your business. Be prepared when creating and promoting to your audience the latest app to prevent people from being annoyed. Be the next best app on the market for when someone says to their friend, “I’ll show you my apps, if you show me yours.”