As online marketing tries to adapt to smartphones and social media, another burgeoning opportunity to establish a brand is growing. Apps are quickly becoming part of every day life for many people, and a new analysis from Localytics shows that people are spending more time with them than ever. In the past year, time spent with apps has risen 21 percent.
Another recent report from comScore also suggests app usage now makes up more than half of the total time people spend with digital media.
According to Localytics’ report, app session has remained fairly constant since the past year, but users are checking in more often. People are not opening apps 11.5 times per month vs. 9.4 times in 2013.
The question most pertinent to readers is whether an app can benefit your business. That answer depends on a few factors. Even local businesses can benefit from apps if they have a tech-savvy audience and they work in the right industry.
The chart shown above shows which app categories have seen the biggest increases in usage over the past year, while the graph below compares average session length (orange) number of app sessions per month (blue).
Unsurprisingly, social networking apps have the shortest session length, but the highest number of app openings. However the music category saw the most growth in time spent over the past year which shows that users are expecting apps with depth to them in that market.
While the app store may seem to be already flooded with apps, it is clear that smartphone owners are trusting apps more and investing more of their time viewing content through them. But, users are only looking at apps that are relevant to their on-to-go needs and interests.
If you have content or a service that users want on a day-to-day or immediate basis, an app could likely be a smart investment for your brand.