Research & Insights


Mobile App Attack
whitepaper by Jeff Berry

By the time you finish reading this sentence, 10,000 apps will have been downloaded on mobile devices across the world. If current patterns hold, though, more than 7,000 of those new arrivals will end up collecting virtual dust in the app graveyard—the last screen of the user’s smartphone or tablet.

There’s simply not enough screen space on our devices to offer every app top billing, given the sheer volume of downloading going on. In 2013 alone, mobile phone and tablet users are expected to download 70 billion apps globally, according to a 2013 estimate from ABI Research. That’s more than
77,000 an hour—2,200 per second. And those numbers are projected to continue growing at high double-digit rates well into the foreseeable future.

Of course, a lot of these quickly abandoned downloads are games or other types of entertainment that can’t hold the attention of today’s immediate gratification seekers. Still, LoyaltyOne’s 2013 Mobile App Transaction Study shows that, when leveraged correctly, the right branded app can capture consumer attention and increase both transaction volume and total earnings. More importantly, the study shows which tools boost engagement and can help maintain those higher numbers over the long term.

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