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20% of apps are installed and then forgotten, finds Google

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By Jennifer Faull, Deputy Editor

April 1, 2015 | 3 min read

Google has suggested Britain is a nation of “app-nesiacs” after a study found that one in five apps are installed and then forgotten.

Research into the behaviour of 1,200 UK app users, conducted with Ipsos, spanned three categories - shopping, dining, and travel.

Travel and holiday apps were the most likely to be installed and then forgotten (33 per cent), followed by shopping apps (18 per cent) and restaurants and takeaway apps (17 per cent).

Despite the number of apps that go unused, 47 per cent of people surveyed said an app was their preferred location when they need information quickly, compared to 17 per cent who prefer a mobile site. However, 49 per cent turn to mobile sites when the want detailed information.

Overall, apps were seen as simpler, quicker, and more personalised. For simplicity of navigation, 50 per cent of respondents prefered an app compared to mobile (31 per cent). Meanwhile, 46 per cent said they believed an app will load faster versus a mobile site (29 per cent).

It also found that restaurant and takeaway apps are chiefly downloaded to get access to discounts while shopping apps are mostly downloaded when people have regular interaction a brand.

Max Macintosh, agency head at Google UK, explained: “A great app encourages brand interaction, is easy to navigate and is quick to load. But as our research shows, this won’t necessarily guarantee that customers will keep coming back. For successful ongoing app engagement, businesses can use push notifications, ensure apps appear in organic search results and link search ads and results to relevant pages in apps.

“Of course an app is a complement to, and not a substitute for, an optimised mobile site. When users want to compare options, gather information or go into greater depth, a mobile website comes into its own and should remain a top priority.”

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