A new study from RTB exchange Flurry has captured the attention of businesses in all industries. In addition to documenting the vast percentage of time consumers now spend on mobile devices, the study also found more of that time than ever is being spent on apps rather than web browsers.
What does this mean for businesses? While many business owners are feeling the pressure to have mobile-friendly websites, it may not be enough to capture today’s app-driven culture. While many businesses may still think of apps as games or productivity tools, the survey results show that apps can be employed for a wide variety of purposes.
Businesses can create an app fairly easily, but that doesn’t guarantee that app will ever reside on a customer’s mobile device. A restaurant can create an app that includes directions, photos, and a menu, but a one-time customer looking for simple information would be unlikely to commit to adding another app to his mobile device.
But an app can add functionality that couldn’t be found on a mobile website. Customers could be given the option to place an order through the app, for instance, with the app having the built-in ability to send information directly to the kitchen. The same app could be put to use inside the restaurant, as well, allowing staff to log into the app to manage seating at the hostess stand or to facilitate to-go ordering.
Many businesses also find they can create an app for branding purposes that serves a completely different purpose altogether. An app like the American Heart Association’s Pocket First Aid & CPR gives consumers an extremely valid reason to seek it out and download it, while also giving the organization a chance to add in its branding to spread the word about its cause.