How Consumers Really Find and Use Your Apps

People download apps every day, but the truth is that many of them are abandoned or never even used. New Google and Ipsos research uncovers how people discover and engage with apps—and what brands can do about it.

Apps are now an intergral part of our daily micro-moments, with people spending an average of 30 hours per month in them.  Apps play a key role in those I-want-to-know, I-want-to-go, I-want-to-do, I-want-to-buy moments.

Here is the finding from consumer survey donw by Ipsos Media CT, surveying 8,470 people with smartphone.

#1: App discovery doesn't just happen in the app store

40% of smartphone usres browser for apps in app stores. Ohter are finding out about apps in all kinds of instances while using their smartphones - when they're engaged in an app, searching for another specific app, watching YouTube video, or surfing a mobile website. Search is a major source for app discovery, according to their research: one in four apps users discovers an app through search.

#2: App engagement and reengagement is key, as app users tend to lose interest

People turn to apps to ease their daily grind. And they're more likely to use them if the serve a specific purpose. Their research revealed that 2 / 3 will  use an app frequently when it simplifies their lives.

38% of surveyed people said they're likely to download an app when it's required to complete a purchase. Once they've completed that purchase, however, half will uninstall that just-downloaded app and move on.

How can brands ensure that their apps are used not just once but again and again? The simple answer is simple: Prove the value and utility of your app.

Brands can avoid getting lost in the app fog if they provide clear value. For example, Sephora app, enhanced its in-store shopping experience with an app that lets shoppers scan all products for additional information. The brand also offers in-store pickup of items purchased online. Sephora is sending a clear message that it understand what its customers want during every micro-moment of their purchase journey.

App users need an incentive to reengage with an app they've abondoned. And there are ways to draw app users back to your brand. 30% will use the app again if they offered a discount toward a purchase, and nearly a quarter of app usres would return if they received exclusive or bonus content.

source:
https://www.thinkwithgoogle.com/articles/mobile-app-marketing-insights.html

further reference:
http://www.nielsen.com/us/en/insights/news/2014/smartphones-so-many-apps--so-much-time.html