Featured article by Matthew Goodwin, Independent Technology Author
Source: Pixabay
Off the bat, you might be thinking, “are you crazy?!” Stats don’t lie, and the vast majority of them point to the effectiveness of mobile apps. Statista reports that there are almost 3 million apps available in the Google Play Store alone, while Website Builder says that 592 million daily app downloads took place in 2020.
When you combine these figures with the usability and hassle-free nature of applications, you can see why business owners invest heavily in the area. However, although it’s controversial, there are data to suggest that a mobile app might not be necessary. Read on to find out more.
Mobile-Optimized Websites
The brand eMarketer highlights that around 90% of all mobile traffic time is spent on mobile applications, yet the statistic is misleading. Firstly, while desktop internet usage is falling, the difference between the two isn’t great. Currently, the split between desktop and mobile is 3.6 hours and 2 hours a day respectively.
Mobile-optimized websites provide an almost identical experience. Responsive design trends, for instance, will load quickly, make it easier for people to navigate the platform and automatically change dimensions based on the device. As a result, the casino industry, one of the most profitable and fastest-growing in the world, continues to use mobile optimization to its advantage.
Fruit Kings is a recent entrant to the market that has yet to develop a mobile app, but the information suggests this hasn’t held the provider back. The 100% match bonus and free spins offer are some of the most competitive, as are the loyalty scheme and VIP rewards; but in a sector where usability reigns, it’s the accessible nature of the platform via a web browser that prevents users from turning away.
Source: Pixabay
The Competition
Looking to the competition is an age-old tactic that is still relevant today. By analyzing and evaluating your rivals’ strategies, you can learn from them. However, you can also figure out what investments to avoid if they aren’t on the bandwagon.
On the surface, the numbers seem to say that almost every small, medium or big company has a mobile application, yet this isn’t the case. 42% currently have an app, according to Clutch, which is less than half of all SMEs. What’s more, even though 30% say they plan on developing one, the rate of growth has remained the same since 2017. Therefore, there’s a good chance that your competitors won’t leave you in their dust because they don’t have an app, either.
Your Customer Base
Another assumption is that your customer base is desperate for a mobile app to make their experience smoother. Again, the facts and figures don’t add up, especially when you take single usage into account. Upland Software’s Localytics points out that only 36% of users still engage with an app after one month. After three months, the figure drops to 20%. This means 80% of consumers don’t launch an application 12 weeks after downloading it. With this in mind, it’s easy to see why businesses decide app development isn’t essential, especially considering the current levels of market saturation.
The decision concerning a business app is yours and yours alone. However, you shouldn’t let peer pressure impact the process. If your research tells you that an application is risky, it doesn’t mean you can’t be successful.
