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Before you take the first sip of your coffee this morning, I bet you have already turned into a mobile app. Be it finding your way to the client meet, logging the fitness routine, or adding the cost of that cup to your weekly budget, you have an app for everything!
Apps have turned out to be integral part of our day-to-day moments, where according to Nielsen, people spend an average of 30 hours per month in them. Apps currently, play a major role in addressing these queries:
Apps also enable brands to develop long-term relationships with their customers, and work better when they leverage mobile app marketing. Mobile app marketing is basically an advertising channel that can promote the brand’s offline experience, drive e-commerce or connect a brand with its loyal customers.
How do people discover apps?
1. Word of Mouth
How do people discover apps? Well, they don’t do it on their own. Either, your app ranks relatively higher in the ‘Top Charts’, or Word of Mouth acts as a reliable source to promote your app. In fact, according to a research conducted by Ipsos and Google, recommendations by friends and families act as the most reliable way of discovering apps.In the current era, with the launch of millions of apps, consumers have turned more conscious towards trying a new app. In other words, users do not use a particular app, unless it has been tried or tested by their friends or relatives. According to the survey, 51 percent of users download apps based on word of mouth from the people they trust.
2. Browsing the app store
After word of mouth, the second place on the list is occupied by app store discoveries. According to the survey, 48 percent of smartphone users rely on app stores for discovering new apps. In an alternative study by Tune, the metric is valid for 47 percent of iPhone users and 53 percent of android users.
App stores are smart and enable users to find out new apps that they may have heard about from their trusted ones. App Store Optimization (ASO) is therefore a powerful way to increase your app’s visibility and discoverability. Optimizing your app will increase its rank so that it climbs to the Top Charts, which is the next best place to get your app discovered.
3. Social Networks/ News Portals/ and Blogs
32 percent of smartphone users, according to the survey, find their choice of app through social networks. Agree with it or not, but app developers are making the best use of social media platform to promote their apps. News and updates shared on social platforms, such as Facebook, Twitter and LinkedIn, not only help people discover new apps, but rather, install the particular app.
4. Browsing the Search Engine
According to Google, one in four mobile apps is discovered by users through ads on a search engine. 31 percent of smartphone users, according to the survey discovered apps by watching ads on different search engines. Hence, it can be speculated that search engines are the next-most-popular medium for promoting your app.
5. Ads on TV or YouTube
If you plan to reach more audience, even before your app hits the market, TV ads are a sure-shot way to convince users to install mobile apps. Under the survey conducted by Google and Ipsos, 26 percent of smartphone users were observed to install certain apps after watching related TV commercials.
In a similar fashion, YouTube ads play a major role in elevating app installs, as 20% of users stated that they have installed mobile apps after viewing the ad on the channel.