The main reason for people to use brand apps is for information as 60%, respondents said so in the report
While every brand wants to jump on to the app bandwagon, only a few brand apps have managed to stay on people’s smartphones.
A report by WATConsult called WATInsight said, 56% of the respondents installed news apps. 52% had OTT apps, a way of consuming entertainment video content. This was followed by business or finance apps with 48%. Interestingly, only 24% had installed brand utility apps for quick bill payments.
“In terms of frequency of usage, almost all the users access news apps on a daily basis. This is followed by the usage of sports, games, health and fitness and music or audio apps. Shopping, food and drink and travel apps are used less frequently than others,” said the report.
A large 81% of people currently using or have used a brand app in the past. This means that users have been exploring and using the brand apps and marketers can capitalise on this more to improve brand interaction.
The main reason for people to use brand apps is for information as 60%, respondents said so in the report. This was followed by downloading the app for transactions (58%) and 52% said the reason they used a brand app was for fun or enjoyment.
However, one of the biggest barriers for using brand apps was the storage issue. Insufficient memory on smartphones due to the large size of apps and the constant updates lead to many of these apps being uninstalled. Availability of a substitute app for a particular brand app is another reason for people to uninstall an app.
For instance, third-party aggregator apps make it useless to install a single brand app. The research conducted had a sample size of 100 respondents distributed across gender, age groups and occupations in the metros.
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