Apps with location information and GPS were the most likely to be downloaded, new research has claimed.
According to business advisory firm Deloitte which conducted research into mobile consumption, 81% of apps with portability functions were more likely to be downloaded than any other.
The research also found that 45% of consumers with smartphones downloaded an app at least once a week, and that less than 1% of apps published by global consumer and healthcare brands had been downloaded more than 1 million times.
Howard Davies, media partner at Deloitte commented: “The app market has some way to go before it rivals TV or the web for penetration, but it is of growing importance for brands. Brands view apps as a golden opportunity to communicate directly with consumers and in a more meaningful, long term manner. When brands get it right, the returns can be huge.”