I came across this very interesting September 25, 2009 post offering results of a Smartphone application “Loyalty” survey. Flurry, a mobile analytics provider, sampled 2,000 live applications over 200 million user sessions tracked across all popular devices – iPhone, iTouch, Android, Blackberry and JavaME.
Flurry displayed their data in a very Gartner Magic Quadrant-like way, that lends insight into the types of applications that find the most use and are retained over time. Aside from helping marketers set their expectations for how adoption of their mobile application will play out, this type of research also should help advertisers hone in on the applications they want to associate themselves with to reach the on the go consumer.
Although the alignment of application categories to this taxonomy is a bit intuitive, the data is what is really useful to marketers interested in leveraging mobile applications most effectively. If a marketer’s business is not about News, Reference or Weather, how do they create an often used and retained application? They can’t change their business, but they can change their perspective on mobile applications.
Considering the Mobile Customer Experience and a business goal ahead of an application project can help marketers penetrate the upper right quadrant regardless of their industry. The key is developing effective calls to action that propagate intelligently across mobile marketing techniques such as text, mobile web and applications.
