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Why no one is downloading your company’s app

(TECH NEWS) Folks love their apps but are starting to get picky. How can you ensure yours is a success?

smartphone app tech

You can’t sit with us

Time spent on apps is on the rise despite serious decline in new app downloading rates.

Users are spending significantly more time on mobile digital media, notes comScore’s 2016 U.S. Mobile App Report, but new apps are having a tough time breaking through.

[clickToTweet tweet=”49% of all smartphone users don’t download any new apps in a month, yet time spent on apps is way up.” quote=”18 to 24 year-olds spend nearly 100 hours a month on smartphone apps, yet 49 percent of all smartphone users don’t download any new apps in a month.”]

Squad goals

Users are instead spending more time on their top apps, which consist of social media favorites like Facebook, Youtube, and Instagram. Google-related apps also represent a huge chunk of unique visitors. These top mobile apps are related to lifestyle function, whether for messaging, directions, music, or email, all represent something users can check in to multiple times a day.

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Each app is streamlined for mobile use while maintaining visual and functional ties to their desktop counterparts.

Users want functionality over novelty.

I am definitely part of the crowd that doesn’t download things for months on end, but I will get an app if it makes my life easier.

Walk a mile in my boots

Months ago, I downloaded my bank’s app, but the mobile deposit option was so faulty I deleted it and ended up walking two miles to the bank instead, only to end up with serious blisters and a “closed for the holidays” sign.

There’s only so much space on my phone, so if I’m going to download something, it better be worth my time.

I often need to delete other apps to make room for new ones, so it’s a big deal when I accept something into my pantheon of sacred apps.

Fortunately for my feet and checking account, the bank has since updated to a highly functional app that is once again welcome on my phone.

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What do we want? Functionality!

For businesses wondering how to break in to the exclusive app club, know this: if there isn’t a functionality, you don’t need a mobile app. Don’t create something with no purpose in sight.

Users are very particular about their curation of apps and how they spend their time on them. We don’t want an app simply for the sake of a mobile option if it doesn’t offer ease of use or an engaging platform.

When do we want it? When it’s ready!

Consider the needs of your audience and how they would (or already do) use your app. Focus on giving your users a unique experience that fits into their daily lifestyle. Since apparently everyone else is a picky as me (at least when it comes to apps), you’ll need to make an extra effort to make your app stand out.


Written By

Lindsay is an editor for The American Genius with a Communication Studies degree and English minor from Southwestern University. Lindsay is interested in social interactions across and through various media, particularly television, and will gladly hyper-analyze cartoons and comics with anyone, cats included.

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