Technology is a part of everything we do in the modern world, with a large percentage of our interactions involving smartphones. With approximately 2.1 billion smartphone users globally, access to everything from games and banking to social media has never been easier. Furthermore, the number of apps available continues to increase as well, with the Apple App Store expected to offer over five million apps by 2020.
Adoption is the process of integrating a new system, tool or process into the life of a user. Successful adoption is dependent upon the amount of usage the new system has, as well as the return on investment (ROI).
Organisations can have the best technology available, but if no one uses it then it doesn’t really matter. Designing and creating the app are critical aspects to its success: however, the largest impediment for realising the return on a company’s investment is user adoption.
Mobile app downloads have increased 62 percent in the last two years, and users spend up to 90 percent of their time on apps compared to just 10 percent on mobile web browsing.
Drilling down further, users spend about 70 percent of the time on the three most frequently used apps, one of them being Facebook. There’s also the attrition, as 52 percent of mobile apps lose peak users after three months. So, why does this loss occur?
With games, it can simply be because users become bored. For productivity, whether personal or professional, app-users typically don’t form the right habits to get value from the usage.
The key is to produce an app that people want to use as well as bringing some kind of solution to their life.
Ease-of-use and accessibility
To be adopted, your app has to be easy-to-use and have a great interface. When most users download an app, they don’t go through guides or tutorials — they want to just get in and try it out. However, they’ll get the basics under their belt but may miss the more advanced features that could make a huge difference to their app experience.
To educate users about the features of your app, you have to create a campaign showcasing these features. This could include videos via emails, helpful hints on social media or other awareness messaging. Familiarity with your app may also improve your chances of potential users finding and downloading it.
Narrow down your audience
It’s useful to focus on niches or specifics within your audience, and research how an app can resolve their challenges. Going narrow rather than broad can further help with adoption and continued usage.
To get ideas for how to design and market your app, examine apps that have the best adoption rates: for example, those in social media, retail, gaming and messaging. Your app doesn’t necessarily need to be in these categories to learn from them — studying what makes them successful and applying that within your industry can be highly beneficial.
For more tips on successful mobile app adoption, stay tuned for our weekly blog posts on the topic. Get people flocking to your app in no time!