In brief
App success depends on meeting a real need and understanding user preferences. The article's Google data suggests offering free downloads, considering how users discover apps, using relevant notifications and choosing ads that give users control.
Apps are an essential part of our lives. Some apps become overnight successes, while others sink without a trace after launch. What makes an app successful? What prerequisites does it need?
Whether you are already an app developer or are considering entering the app market, take a look at these insights from Google's data:
Which Apps Do People Download?
The data shows that users currently have an average of 43 apps installed. Around 17 come preinstalled on their phones, while users install the other 26 themselves through Google Play. Most notably, of those 26 user-installed apps, only one is a paid download. This suggests that if you want large numbers of people to download your app, offering it for free is almost essential.
How Do People Use Apps?
Of all these apps, however, only 8 are used every day. Another 9 are used regularly, while 14 are never used. Most unused apps are probably preinstalled, as users have been found to actively delete apps they do not use. Only preinstalled apps cannot be deleted.
Does Your App Need to Exist?
For some tasks, users are more accustomed to using a browser. For example, more than 60% choose a browser to search for things. For shopping, reading news and information, and business functions, preferences are split roughly equally between apps and browsers.
The activities for which people most often choose apps include gaming, social networking, messaging and watching videos. When planning an app, developers should consider whether there is a real need for it. Incidentally, of all app categories, people spend the most time not on games, but on instant messaging apps。
How Can People Discover Your App?
How do users find out about an app and then download it? The most common route is through recommendations from friends and family, or seeing them use it and joining in. Other routes include app store recommendations and website features.
Should You Use Notifications?
Many developers believe notifications annoy users. However, Google found that 70% of users consider notifications useful, especially those related to social networking and messaging. Used appropriately, app notifications are perfectly acceptable.
Can You Run Ads? Which Type Should You Choose?
When you want to earn revenue from free apps, advertising is, of course, one option. Google points out that many users are accustomed to seeing ads in apps and do not find them particularly irritating. However, you need to choose the ad format carefully.
For example, pop-up and banner ads are the most irritating because users find them unappealing and feel they have lost control. Skippable video ads, by contrast, are the best received. Videos are more engaging, and users retain control because they can control playback.