Balancing apps

25 April, 2016

For every iPhone sold an average of 119 apps have been downloaded and, according to Apple Chief Executive Tim Cook, this number has been creeping upwards for quite some time. Yet typically when someone downloads an app they are, on average, only ever likely to open it twice. This lack of retention isn’t all that surprising since the intended nature of the app is to keep users hooked, and when that happens, the time for anything else except those favourite apps is minimal. Something we see in the fact that 80% of our time spent in apps is within our five favourites.

One reason for this lack of use is that many apps behave in an isolated manner, segregated from the other content and services on your phone meaning that you are limited to one very specific activity. Users tend to move between tasks fairly often, and the closed-off nature of an app can make moving between them tedious and process intensive on the device. But now, with the emergence of new Progressive Web app technologies, mobile websites can be built for almost any purpose, but with the added bonus of being built using web standards, meaning a greater level of browser and device compatibility while at the same time leveraging the web’s low friction. This ultimately means users could save data, processing effort, and have a simpler experience by not having to download an unnecessary number of apps

For many businesses considering an app, whilst they certainly do have their place in particular genres, a mobile site is often the best solution. It’s more accessible, easily updated and can work alongside your website as a dedicated microsite or as a main responsive website.

If you’re looking for a targeted mobile solution get in touch and see what Carrick can do for you.