Apps Run The World – Mobile applications (“App” is the abbreviation) are applications developed for small portable devices, such as mobile phones, Smartphones, tablets, etc. And these can come pre-loaded on the device and be downloaded by users through app stores or the Internet.
More technically, we will say that a mobile application is a software that runs on a portable device (phone, tablet, e-reader, etc.) that can connect to Wi-Fi or wireless networks and has an operating system compatible with the software and limited functionality. That is, a software component specifically developed to use the resources of the mobile device in an optimized way.
The Apps have a higher response speed, graphic quality, visual effects, GPS and other characteristics optimized for mobile devices, which make the user experience superior to what can be achieved if you go directly to the web version.
Applications make it easier for us to browse the Internet through our mobile phones; citing some examples and their uses:
- For cloud storage and file sharing (Dropbox)
- To organize tasks (Remember from Milk or Wunderlist)
- For games (Roll the ball or Fidget Spinner)
- To interact with social networks (Twitter, Facebook, Youtube, LinkedIn…)
- To contact and talk with others (WhatsApp, Telegram, Skype)
- For photos (Instagram)
- To know recommendations during trips (Minube)
- To listen to music (Spotify or Biit)
- To go less to the Bank (IngDirect, BBVA online, etc.)
- To make the purchase of the super (Ulabox, Del super)
- To get discounts (Tiendeo, Groupalia)
- For fashion purchases (Mango, Zara, BuyVip, etc.)
- Apps Run The World
From the point of view of the App developer, the number of downloads achieved is not as important (although it is essential) as the number of active users whose loyalty to the application is completed.
Why is it interesting for a company to develop an application?
To answer this question, we start from the assumption that mobile devices accompany users in 90% of their daily activity, at all times and in all places. Another peculiarity is that the average permanence time per session oscillates between 30 seconds and one minute; this means that navigability must depend on a click and that the mobile keyboard is tiny. If this is so, it stands to reason that a different way of navigating through these devices is required for users to have a good experience and come back again.
This different way of browsing is configured by the Mobile Applications:
- The idea
- Who is the user (type of app)
- what platform
- What is the business model
- The implementation
Another of the advantages that applications offer to a brand is the commercial scope that Apps present for products or services. Still, for this, an application must constantly be developed to be valid for customers.
What to expect from a mobile App Apps Run The World
As in everything related to digital marketing, the first thing to know is that you must measure the results an application will provide us. Instead, look at ROI from customer retention, brand reach, and frequency of interactions.
The important is:
- Customer acquisition and loyalty. A well-developed mobile app benefits the customer in many ways. First and foremost, it provides a solution to daily activity; customers react better when they are contacted regularly with relevant and personalized content. Therefore, they will be more loyal.
- Another advantage is the extension of the reach. Mobile technology is a great way to reach consumers who were previously unaware of your business.
- In general, users use mobile applications more frequently than web pages. Because? This is attributed to the fact that we use our Smartphones more and from a greater variety of locations. In addition, the possibility of sending push messages to the mobile application that will motivate the user to open the application is offered.
Data about mobile privacy Apps Run The World
When someone registers with an app store or when individual apps are downloaded, it is more than possible that authorization will be requested before accessing the mobile information is allowed.
From some applications, you can access:
- The phone and email contact list
- to call log
- To data transmitted over the Internet
- To your calendar information
- To the location data of the device
- To the unique identification code of your device
- The report indicates how we use the application itself
Some applications can only access the data necessary for their operation; on the contrary, others can access data unrelated to the application’s purpose.
In short, while using the mobile device, information is being provided that someone collects (be it the creator of the application or the application store) for work that is almost always of a commercial and advertising nature.
Many of these companies that access user data through the App send said information to third-party companies. Who are these third-party companies to which user information is transferred? Most of them are ad network companies that can serve relevant ads related to the user’s browsing tastes or habits since they know more about the user.
This practice is not necessarily illegal or illicit as long as it is accompanied by the respective privacy notices when the user downloads the application.
If, in a company, we intend to use an application within a mobile marketing strategy, we must ask for personal data.
For this reason, it is essential not to stop paying attention to the following aspects:
- Establish the privacy policy and allow the client to consult it anytime.
- Ask only for the necessary information.
- Do not transmit this data to third companies. And if it is intended to do so, previously warn the client and obtain their consent.
Let’s look at the following data on applications that Movistar recently presented through
6/10 users have purchased via mobile, these sectors being where the most are spent:
-
- Travel (38%)
- Leisure (36%)
- Fashion (34%)
- Electronics (33%)
- Culture (24%)
- Banking (17%)
- Beauty (17%)
- House (12%)
- Home food (10%)
- Sports (9%)
- Insurance (4%)
- Others (3%)
44.3% of users use discounted apps, such as:
-
- Fork
- booking
- privacy
- The Red Fridge
- Groupon
- VIP’s
- Just Eat
- Burger King
- ClubKviar
- TripAdvisor
The 10 most downloaded apps in Spain in 2017 were:
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- WhatsApp (2,425,224)
- Tigerball (812,642)
- Messenger (798,620)
- Instagram (701,785)
- Facebook (581,159)
- RTVE Mobile (465,224)
- Clash Royale (417,875)
- Wallapop (412,025)
- Snapchat (344,659)
- Amazon Shopping (317,297)
Several apps in the leading stores in 2016 were:
-
- Google Play 1.6 million
- App Store 1.5 million