Selasa, 09 Juni 2009

Should You Pitch a Branded iPhone App?

There are days when it feels like iPhone apps are the new microsites -- every campaign has to have one. And on the surface it seems the numbers stack up just right: a healthy range of demographics, 50K apps, one billion downloads, 40 million devices (source), all going strong. But before you pitch an app to the next client, consider these usage stats from Pinch Media's deck on Slideshare (February 2009) and Greystripe’s Q109 Consumer Insights Report (April 2009, pdf):

-- Minutes per use: 9.6 (Greystripe)
-- Uses per user: 19.9 (Greystripe)
-- Only 20% of users return to use the app after the first day (Pinch Media)
-- After a month, this number drops to 5% (Pinch Media)
-- "39% of iPhone users cited weather-related apps as one of the three kinds of applications they use most frequently (Compete via MediaPost, April 2009)