From the Engauge Blog: A Brief Look at How Brands Use iPhone Applications Today
This is a post I wrote for the Engauge Blog recently:
At Engauge, we constantly investigate the latest trends and emerging technologies, including mobile media technology. We’re interested in mobile applications across all platforms – iPhone, Android, Blackberry, and everything in between. However, the Apple App Store has recently seen an influx of branded iPhone applications; a phenomenon which, by comparison, is lacking in the Blackberry and Android application stores.
Despite their high adoption rates, iPhone applications are relatively new (the app store opened July 10, 2008). I was asked to conduct some research on how brands are using iPhone applications. Brand use of iPhone applications is steadily increasing, and the applications they are creating range anywhere from the functional to the whimsical and fun.
I delved into the 100,000+ applications of the app store and pulled out a handful of unique brand applications. On Friday, December 18th, I presented to the Atlanta office and was broadcast to all other Engauge offices via UStream.
Still, for those who missed it, I’m writing up this quick blog recap. A few key points:
– The Apple app store currently boasts over 100,000 apps and 2,000,000 downloads.
– Brands across all industries are developing iPhone applications, including airlines, grocery stores, clothing retailers, automakers, and restaurants.
– Only 20% of free applications downloaded are used the next day.
– Sports applications offer the best short-term retention rates.
– Over the long tem, entertainment applications offer the highest retention rates.
– There isn’t a lot of information on how beneficial app development is for brands, but a lot of brands are getting on board.
If you’d like to learn more you may view the presentation slideshow below:
You can read the post on the Engauge blog here.
