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Mobile apps: Do people even download them anymore?

(REAL ESTATE MARKETING) Comscore releases 2019 “Global State of Mobile” Report—With Some Surprises. Downloading apps dominated data usage for a time, but all kings must fall.

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Comscore has released its 2019 “Global State of Mobile” report. This annual look at trends in mobile device usage and behavior has some interesting takeaways.

One bullet point that they’re touting is that nearly 80% of total online minutes in the United States are on mobile. But is that really surprising? People use their mobile devices when they’re travelling, when they’re at restaurants, and even when they’re using other screens. How many times have you checked Facebook on your phone at work, or played a game on your phone to keep your hands busy while you watched Netflix?

It’s no secret that mobile dominates Internet access. Working for a hardware purveyor nearly a decade ago, they were panicking about the pivot to mobile even then. Still, there’s a difference between “nearly every American has a cell phone,” or “users expect mobile access at work,” and “80% of online time is on mobile.” One wonders if this trend will continue, or if this is a plateau.

Speaking of plateaus, people aren’t downloading new apps anymore. Only 33% of people said that they downloaded a new app in June of 2019. That’s down from 49% of respondents saying they downloaded a new app in June of 2017.

That makes sense, in some ways. The Internet feels a lot smaller than it used to. Everyone only goes to like, three websites anymore, anyway. So this advice feels timely. But it also feels like it might be a little out of touch as apps like TikTok gain traction at a regular pace, and people continue to search for a Facebook killer.

But it does have implications for small businesses. There was a window when everyone was scrambling to have their own app. But if people are finally tired of downloading an app for every business they interact with, maybe a strong web presence is enough? Making an app is costly. It means designing things twice over.

It means dealing with accessibility concerns twice instead of once. And if people aren’t feeling it (and maybe never were), it’s worth considering that app development might not be an outright necessity. At the very least, it’s worth collecting some data and making sure you have a business case for one, rather than developing one out of FOMO.

There are some other fun observations, including that women over 55 spend more time in mobile games than any other female age group in the U.S. That said, the study has some limitations. They don’t say what their sample size was unless you download the whitepaper. And knowing how many people were surveyed is important in knowing how seriously to take any statistic. You can check out the whitepaper yourself at Comscore’s website.

Staff Writer, Garrett Steele is your friend. He writes lyrics, critique, and copy for ads, schools, health organizations, and more. He’s also a composer for film and video games, when he’s lucky. (One of his songs is an Xbox achievement!)

Real Estate Marketing

Twitter considers adding paid “premium” subscription

(REAL ESTATE TECHNOLOGY) In a bid for relevance, Twitter announces their intent to pursue exclusive, paid “premium” features.

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Most people would probably agree that paying for social media isn’t a choice they would make, but Twitter makes a compelling case with their announcement regarding premium accounts.

Twitter, a social media platform with a pretty tumultuous history, is considering implementing a paid premium access feature–and, while premium access wouldn’t be required in order to continue using the platform, it seems that Twitter has packaged quite a few desirable upgrades into that “premium” tier.

Whether or not Twitter plans to add premium accounts in the near future is still unknown, but some users have encountered a survey that asks for feedback regarding paid features. Among those features are custom background colors and fonts, an “undo send” option, the ability to upload longer videos, and even an option to see fewer ads.

Many of these features are cosmetic–for example, freedom to add a Twitter-curated badge that identifies you or your company–but some of them do serve the purpose of making premium account owners more powerful on the platform. Being able to upload longer videos is clearly an impactful upgrade, and Twitter’s survey even mentions a tweak wherein business members would be able to access a premium member’s account in a limited, secure manner.

Another aspect of premium accounts could include a “menu” of responses that companies could choose from, making customer service and outreach that much easier.

With the addition of these latter three features, premium accounts could become prime real estate for small businesses and online-based firms–something that has traditionally been more of Facebook’s forte.

It’s prudent to note that nothing is confirmed as of now, and the features listed in the survey may not appear in the final iteration of premium accounts even if premium access is added to Twitter in the future. However, it does seem inevitable that Twitter will roll out some form of premium subscription given that they both hired a team specifically for a similar feature, and mentioned their intention to move forward with subscription options to investors.

Twitter hasn’t exactly been a cash cow as of late, and with many of the social media platform’s initiatives falling flat in the past, no one has been expecting much in the way of growth from the irreverent bird app. A premium subscription for even a handful of users might be the push Twitter needs to become relevant again, both to users and advertisers.

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Real Estate Marketing

Why you should quit using ‘no-reply’ emails immediately

(REAL ESTATE MARKETING) No-reply emails may serve a company well, but the customers can become frustrated with the loss of a quick and easy way to get help.

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Let me tell you a modern-day horror story.

You finally decide to purchase the item that’s been sitting in your cart all week, but when you receive your confirmation email you realize there’s a mistake on the order. Maybe you ordered the wrong size item, maybe your old address is listed as the shipping location, or maybe you just have buyer’s remorse. Either way, you’ve got to contact customer service.

Your next mission is to find contact information or a support line where you can get the issue resolved. You scroll to the bottom of the email and look around for a place to contact the company, but all you find is some copyright junk and an unsubscribe option. Tempting, but it won’t solve your problem. Your last hope is to reply to the confirmation email, so you hit that trusty reply arrow and…nothing. It’s a no-reply email. Cue the high-pitched screams.

Customers should not have to sort through your website and emails with a microscope to find contact information or a customer service line. With high customer expectations and fierce ecommerce competition, business owners can’t afford to use no-reply emails anymore.

Intended or not, no-reply emails send your customer the message that you really don’t want to hear from them. In an age when you can DM major airlines on Twitter and expect a response, this is just not going to fly anymore.

Fixing this issue doesn’t need to be a huge burden on your company. A simple solution is to create a persona for your email marketing or customer service emails, it could be member of your team or even a company mascot. Rather than using noreply@company.com you can use john@company.com and make that email a place where your email list can respond to questions and communicate concerns. Remember, the whole point of email marketing is to create a conversation with your customers.

Another great strategy for avoiding a million customer service emails where you don’t want them? Include customer service contact info in your emails. Place a thoughtful message near the bottom of your template letting people know where they can go if they’re having an issue with the product or service. This simple change will save you, your customers, and your team so much time in the long-run.

Your goal as a real estate practitioner is to build a trusting relationship between you and your customers, so leave the no reply emails behind. They’re annoying and they might even get you marked as spam.

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Real Estate Marketing

Boomerang Kids and a shift in the American family

(REAL ESTATE MARKETING) Millennial student debt combined with the effects of the pandemic is causing a whole generation to move back home.

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The last decade has seen a significant shift in expectations for the young adults of America. In the early 2000s, a shift started for people coming out of college – those wracked with student loan debt, those getting job offers with limited starting salaries, or those getting unpaid internships to get their careers started. I remember personally having to go through thirty interviews in 2009 during a recession, just to get a basic position in the oil industry. It left me scrounging to make ends meet while also paying my student loans. Luckily, renting from friends and living in a house with three roommates allowed things to reach an equilibrium with finances. Living in a house full of friends became a new normal for many other individuals who couldn’t rely on someone else’s income.

Others however, took a different tact and moved back in with their parents. This action became so common in the 2010s that they were named the “Boomerang Generation”. Now, due to the pandemic, this trend has seen an increase. According to The Atlantic, “A recent analysis of government data by the real-estate website Zillow indicated that about 2.9 million adults moved in with a parent or grandparent in March, April, and May”.

Moving back in with family allows for a number of a mix of inconveniences and perks. One of the main perks includes being able to pay off loans without having to worry about rent or even bills in some situations. A Twitter post by a young privileged woman brought about a great deal of rage from her generation: She was able to pay off six figures in student debt in five years by moving in with her parents but when she decided to let people know about it through social media, she definitely went about it the wrong way – she called out people like it was simple logic to have your parents let you move in and also have them pay for all your bills, while you devote your entire salary to paying off your loans. A more unreasonable demand I hadn’t heard up to that point.

This latest economic depression has certainly forced untold numbers of people to revert to moving in with loved ones even more. And it’s not just millennials. To facilitate survival within family units, siblings of multiple generations are coming together. This shift in family dynamics will probably have a large impact on housing availability and costs in the future.

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