In mobile Darwinism, every app fights for a consumer’s undivided attention and home screen, but the reality is they tend to stick with their go-to apps. And in fact, social media platforms like Facebook and Snapchat are the dominant species, comprising five of the top 10 free apps in the iTunes App Store. But it’s brands that have the toughest time with engagement given their constant need to attract consumers and drive revenue.
“It’s so easy to build an app these days, but there’s a whole ton of money that you need to expend to get people to know the app exists and then use it,” said Michael McGuire, a Gartner analyst. “If you don’t have a really solid handle on what your mobile value app proposition is, you can have a lot of problems.”