MAR 23 2015
Mobile Engagement in the Era of App Overload
These days, there seems to be an app for everything. Voice-enabled pizza ordering? Check. An app that says “Yo?” Check. As of today, Apple’s App Store and the Google Play store are home to over 1.4 million apps, each!
If these numbers seem overwhelming, you’re not alone. In 2012, mobile analytics company Adeven (now Adjust) reported that 400,000 apps on Apple’s store had never been downloaded at all. At the time, this was nearly two-thirds of all iPhone and iPad apps, completely ignored.
Since then, the total number of apps available has more than doubled, but recent usage trends aren’t any more encouraging. Of the apps that are downloaded, one in five is only opened once, and people spend the majority of their app time using only their four favorites.
In our work at Textizen, we talk to countless people working for governments, service providers, and businesses, who are passionate about public participation. Many believe that deploying an app will solve their participation woes and unlock the power of mobile engagement. But there’s a problem: not everyone has a smartphone (only about 58% of U.S. adults), and those who do are already drowning in app overload.
The fact is, “if we build it, they will come” works better for amusement parks than for apps. Unless you think your app will join the elite few that see downloads and repeated use, it may be time to rethink your mobile strategy.