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65% of marketing decision makers say staff demand is the number one reason for creating apps

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By Ishbel Macleod, PR and social media consultant

December 7, 2011 | 2 min read

A report has found that 74% of marketing decision makers believe apps will be commonplace in the next three years, with 65% saying staff demand is the number one reason for creating apps.

ORM London surveyed 150 marketing decision makers in UK businesses for The Appy Office report, which discovered that 53% of marketing decision makers cited the desire to be seen as innovative as a reason for building apps, while 40% admitted competitors having a similar in-house app was the driving force behind building their own.

The research found that British workers like apps because they streamline business processes, communicate with customers and access information on the move. It was found that common apps used in businesses are database apps (53%), marketing and marketing measurement apps (51%), event apps (46%) and communications/messaging apps (44%).

Peter Gough, founding partner at ORM London, said: “As employees use increasingly sophisticated apps in their personal lives they’re starting to see the benefit that they could have in their working lives.

“Businesses are responding to this by creating apps that make their workforce more efficient on the move providing easier access to information, as well as carrying out functions like point-of-sale and inventory management.

“As the popularity of B2B apps grows businesses need to look closely at what objectives they’re trying to achieve and therefore what functionality they want to provide before investing.

“The most successful consumer apps have a great user experience so if you want staff to get the most from a business app, investment in the user experience and overall design is key to driving take-up and maximising its business value.”

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