Mobile app usage in Europe is beginning to plateau and is expected to follow the US in a downward trend, according to a new Adobe insights report.
Despite smartphone traffic in Europe more than doubling between 2014-16 new and repeat use of mobile apps is starting to slow with app installs declining by 5% during the period and the number of apps opened increasing only marginally by 4%.
Adobe Digital Insights has forecast that Western European markets such as the UK and France will soon begin to mirror the more drastic declines seen in the US where mobile app installs are down by 38% since 2014, with a 28% decrease in apps opened.
John Watton, marketing director at Adobe, maintained that if mobile apps were done right they can be crucial in boosting repeat visits and loyalty.
“Five in ten apps are still used more than ten times after download, showing that brands still have a large, captive mobile audience and an opportunity to capitalise on this usage,” said Watton.
He added: “With this in mind, it is critical for brands to look at ways of making the mobile app and browsing experience more compelling and relevant for their consumers, whether through more personalised experiences or with the integration of new technologies such as mobile wallets or location beacons.”
While app use is in decline, Google’s Accelerated Mobile Pages (AMP) has saw a huge increase. Since April 2016, Google AMP page hits have grown almost fivefold, and now account for 7% of all news article clicks globally. Traffic peaked in November, with an 896% global increase in Google AMP growth driven by news around the US presidential election.