App discovery still creating problems

"All eyes are on Android” Patrick Mork, CMO of GetJar

App discovery is the new pain point for mobile developers says GetJar.


New research in to consumer app usage from independent app store GetJar shows app discovery is still a major problem for app builders, but there’s some good news for Android developers as more consumers are liable to switch to Android for their next phone.

App discovery “continues to plague publishers,” according to independent store GetJar, citing a user survey which found that only 25% discovered the apps they were looking for using actual app stores.

The company said that nearly 50% had discovered apps while browsing online, with 17% having found apps following recommendations from friends or through social media.

The survey also points to the growing demand for Android. Almost 40% percent of respondents said they will switch to Android when they purchase their next phone, compared to the 18% who said they would like to switch to the iPhone.

“The survey results make it clear that all eyes are on Android, as well as the importance of brand equity in the increasingly competitive mobile app space,” said Patrick Mork, CMO of GetJar. “In addition, the data also reveals that brand marketers and advertisers also have a reason to be hopeful about consumer’s appetite for in-app advertisement.”

GetJar also found that app usage was “clearly on the rise,” with the survey results showing almost 34% of consumers spending one hour or more using apps per day, compared to 49% who spend the same amount of time watching television. Fifty-eight percent of respondents use mobile apps more than once a day.

The importance of brand equity was pushed to the forefront, as almost 80% said that the quality of the brand’s app makes the brand more trustworthy. Furthermore, 72% of those surveyed said they were more likely to engage with a brand if they had a good app.

Advertisers also have reason to be hopeful, as 73% said they have downloaded an app with advertising in it, and almost 60% said they’d do it again. Almost one in four made a purchase after having clicked on a mobile ad.
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