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Attention brands: most of your mobile apps flop

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By The Drum Team, Editorial

July 14, 2011 | 2 min read

Only 20% of branded mobile apps get more than a thousand downloads, according to new research from Deloitte.

It found that less than 1% of apps published by a selection of global consumer and healthcare brands were downloaded more than a million times.

But despite this apparent apathy to branded apps, more than three-quarters of app users expect all brands to have one, according to the research.

Howard Davies, Deloitte media partner said: “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.”

Deloitte said branded apps that used the following mobile functionality were most likely to be downloaded:

Portability– 81%Accelerometer – 77%Sophisticated touch screen use – 61%Location-based services [5] – 61%Camera – 59%

But it advised brands to steer clear of branded games because of the high development costs and the crowded nature of the market.

As an example it pointed to Firemint’s Real Racing 2 game which cost $2m to develop.

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