Conversation with Jon Holloway on Mobile Apps

Me: Young people are switching media 27 times per hour – do less advertising and create more digital services #velocity

Jon: @BrandJoe thats not 27 different medias though..

Me: @jonthedots True that … (it depends on the definition tho)

Jon: @BrandJoe can I ask what a digital service is?

Me: @jonthedots its all app-tastic in one form or another, stuff that gets people coming back

Jon: @BrandJoe but no branded mobile app-tasm! #ThingsThatDontWork

Me: @jonthedots surely it depends on the brand and the app?

Jon: @BrandJoeutility possibly, but most branded apps (95%) have zero usage in 24 weeks..


Me: @jonthedots stat 95% origination? #outofinterest - My point is you need to think more utility now, "I want an app" wont work without a why

Jon: @BrandJoe will send over to you tomoz, involved in a global mobile research project at the mo, deep in to so many contradictory 'facts' :)

Here's some of the content Jon sent through with his comments:

So I am on this panel including Google, BB, Apple etc.. Looking in to branded apps and the future of mobile advertising. I have read around 1000 articles and research reports on the brand app world and here are some of the snapshots that I have with me now.

Interesting from last year
http://www.guardian.co.uk/technology/appsblog/2011/jul/11/branded-apps-flopping

Starting to talk about the 95% to zero inside 4 weeks
http://jinalshah.com/2011/03/07/best-practices-branded-mobile-applications/

A survey
http://www.localytics.com/blog/2011/first-impressions-matter-26-percent-of-apps-downloaded-used-just-once/

Consumer unhappyness
http://www.mobimatter.com/almost-40-unhappy-with-branded-apps/

Another view of the 95%
http://www.txt4ever.com/branded-apps.php

Again more deloitte
http://digital-stats.blogspot.com.au/2011/07/80-of-branded-mobile-apps-have-been.html