Mobile apps are responsible for 56 percent of all activity on Android smartphones, according to data shared by Jonathan Carson, CEO of Telecom at Nielsen, during Nielsen’s Consumer 360 conference.
The struggle now is creating awareness - "being found" among the sea of all the other competitive apps out there.
According to Nielsen's post, You Have an App for that... Now What?, "word-of-mouth" is critical to the success of having your mobile app being "discovered." Brand affinity and third party endorsements in the form of ratings and reviews are also noted as crucial to the decision in downloading a branded app.
At the Nielsen Consumer 360 Conference, Pandora reported its success was a result of focusing and designing their app with three key user experience (UX) elements:
- Simplicity
- Seamlessness (across all devices)
- Personalization
As a result, each of these UX elements fostered a passion for the app. Pandora's Heidi Browning reported - "And passion breeds engagement."
Carson also noted some additional "must haves" for a successful app:
- Define success in advance:
Who are you trying to reach?
What are you trying to achieve?
What are the right metrics or Key Performance Indicators (KPI)?
- Apps can support your strategy; they are not a strategy in and of themselves
- Give consumers something useful: price comparisons, stain removal tips, recipes, weather
- Protect the brand: A great app can revitalize your brand, a “buggy” one will destroy it.
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