More Marketers Using Apps as Promotional Tools

Last week I blogged about how consumers expect apps from well-​known marketers to deliver something unique. When apps fail in that respect, consumers ignore them and use their mobile devices to access a marketer’s website. Another study, this one by Moosylvania, gives us more insight into app use by the average consumer and therefore indicates where opportunities may be found for marketers who want to launch an app.
Moosylvania research shows that the average consumer has about 30 apps on his/​her phone. At the same time, the typical man or woman only uses 10 apps on a regular basis. Preference for type of apps varies by gender. The top 5 apps for men are:

  • Google maps 14%
  • Facebook 13%
  • Pandora 6%
  • Weather 3.2%
  • ESPN 3.1%

For women, the top app favorites are:

  • Facebook 27%
  • Google maps 7%
  • Weather 5%
  • Pandora 4.5%
  • Twitter 2.9%

Norty Cohen, CEO of Moosylvania, equates making it onto an app list to “being on their (the consumer’s) desktop five years ago—it’s personal connectivity at the highest level.” While the opportunity to connect with consumers is rich, Cohen points out that an app is only one tool in a complete marketing arsenal that should include a website, online and traditional advertising which work together to promote the brand.

And though marketers are using apps as promotional tools, for now, nearly half of consumers (48%) are still turning to the Internet to get the information they need. This disconnect should prod marketers to think carefully about what they want to accomplish when launching an app. Giving consumers something unique or helpful in order to increase consumer use of the tool will serve as a promotional tool and increase loyalty at the same time.

[Source: Odell, Patricia. Are Apps Overrated? Promomagazine​.com. 2 Dec. 2010. Web. 14 Dec. 2010] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.