Statbite: Deloitte finds brands failing with mobile apps

Posted on: July 12, 2011

80% of branded apps analysed by Deloitte had been downloaded less than 1,000 times. This, despite the fact that every month, the three stores in the study generate 1.6bn downloads – 1bn for Apple’s App Store, 500m for Google’s Android Market and 90m for Research In Motion’s BlackBerry App World.

Some branded apps have been successful, so why are the majority flopping so badly? A few reasons suggest themselves: First, the majority of these apps are low in quality, and/or are pure marketing. Second, they have been eclipsed by apps and games (e.g. Angry Birds) that have come from nowhere to become brands in their own right. Third, branded apps simply are not being promoted very well

Stuart Dredge


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