App Campaigns: The right app at the right time?

[suchona.kani.z]

The pandemic and app usage
Pandemic means even more time on the smartphone. Statistics show: A total of 82 percent of people surveyed say that the smartphone helped them get through the crisis better. But what exactly do we do when we are on the smartphone?

On average, people spend more than 229 minutes of their day using apps. It's no wonder that there is a separate app for every area of ​​life - whether learning languages, listening to audio books or making doctor's appointments. Communication apps such as WhatsApp were at the top in March 2020 with 80 minutes of usage time. In the months of the pandemic that followed, the use of communication apps also took priority over social media, video or entertainment apps - logically, since personal meetings were suspended. But other areas of life also prefer to take place in apps today - one in four Germans has already downloaded a gaming, news, video conferencing or social media app. Apps for business and food delivery have also been on the rise since the pandemic, and new apps are constantly being added.

Too much supply for demand?
We like to use apps a lot and this effect has been further intensified italy consumer email list by the pandemic. Many companies and start-ups have recognized this, so the supply of apps is increasing steadily and rapidly - sometimes faster than demand. The number of apps in the Google Play Store was almost 3.5 million in the first quarter of 2021, and more than 2.2 million in the Apple App Store. An average of another 25,000 apps are added every month.

It's unlikely that each of these apps will find enough users to recoup the costs of creating them, right? Nevertheless, apps have a lot of revenue potential if they fit the target group and meet their needs: In 2018, apps generated revenue of more than 1.5 billion euros in Germany. In comparison, the forecast for 2021 is 2.9 billion euros in revenue from apps. The only challenge is to present the apps to the right users and to keep them loyal to the app so that they use it continuously.