Warning – You Are Now Entering The Post-App Era!

Warning – You Are Now Entering The Post-App Era!
SHARE
THIS



Thinking of hiring an app developer at your agency? Well, if a new study is to be believed, you need not bother.

According to new research by tech marketing firm Gartner, we’ve reached peak-app and are now entering “the beginning of the post-app era”.

The Gartner survey – based on respondents from the US, UK and China – did find that the number of consumers using messaging apps and personal assistant apps is continuing to grow.

The survey showed that 35 per cent of respondents said they used virtual personal assistants (VPAs) in 2016, up 4 per cent from 2015. Seventy one per cent of respondents used messaging apps, a three per cent increase in 2016.

Top 5 Smartphone Apps and Personal Assistant Apps Usage, 2015
and 2016, U.S., U.K. and China

Screen Shot 2017-02-22 at 3.41.02 pm

Commenting on the study, Gartner’s research director Jessica Ekholm said: “We are witnessing the beginning of the post-app era based on the evidence that users are starting to use fewer apps actively on their smartphones.

“At the end of 2016, only 33 per cent of survey respondents used six to 10 apps a month, which is down 6.2 per cent from a year ago.”

“More importantly users want rich and engaging app experiences and are increasingly looking for apps that can offer a multitude of services without users having to leave the app itself. This supports the move toward messaging and VPAs, and ultimately the post-app era,” Ekholm said.

VPAs will replace the usage of some apps

Siri and Google Now were the most used VPAs among US and UK respondents in 2016. They were both used primarily to check the weather forecast (70 per cent), find nearby or popular places to visit (44 per cent), and read breaking news or other news stories (44 per cent).

The survey also showed that the conversational interfaces provided by VPAs – ready to serve and capable of complex actions – have the potential to replace some traditional apps. Users will shortcut apps by using VPAs to get fast information in a consolidated manner.

Ekholm recommended that brands and app providers find new ways of reaching their users. “Being able to enhance services and introduce new experiences into messaging platforms without the user having to download further apps makes them critical real estate for innovation,” Ekholm said.

Messaging apps are catching up with social networks

Facebook Messenger (81 per cent) and WhatsApp (61 per cent) remain the most used mobile messaging apps among US and UK respondents. In China, WeChat (95 per cent) maintain their leading position. Messenger apps have become incredibly “sticky” with users with 72 per cent of mobile messenger survey respondents using the app at least once per day.

“The conversational interface is not replacing apps, but it’s enhancing the way users access them,” said Ekholm. “We expect messaging apps such as WhatsApp, Line or Facebook Messenger to become increasingly engaging and rich as more features are added to them, whether creating more engaging user-generated videos, chatting with customer services, or having more e-commerce possibilities within the app itself.”

Allowing developers and businesses to integrate bots on social platforms, removing the need for users to switch between apps, has the potential to transform workflows. “This would allow companies that have chatbots to improve touch-points, help customer service efforts and ultimately help fuel sales revenue,” Ekholm concluded.

Latest News

Women In Media Profile: Alison Michalk
  • Media

Women In Media Profile: Alison Michalk

As we continue to push towards an equal future, more and more women are becoming leading figures for those around them, as well as younger women just starting their careers. And B&T thinks it’s time we shone a light on these industry power women. Welcome to our 2018 Women in Media series! This series is to […]

by B&T Magazine

B&T Magazine
Amobee Wins Auction To Acquire Videology Assets
  • Advertising
  • Marketing

Amobee Wins Auction To Acquire Videology Assets

Singtel subsidiary Amobee has announced it has emerged as the winner in the court supervised auction to acquire certain assets from adtech player Videology. The acquisition is subject to court and regulatory approvals and fulfillment of certain closing conditions. The purchase price of US$101 million is subject to adjustments for accounts receivable at closing, estimated to […]

Luke Kelly Becomes A Partner At HBT
  • Advertising
  • Marketing
  • Technology

Luke Kelly Becomes A Partner At HBT

Strategic creative and digital agency HBT has announced the appointment of Luke Kelly as a partner. The announcement, which coincides with the agency’s 21st birthday, will see Kelly (pictured above, middle) join co-founders David Hayes (pictured above, left) and Michael Berry (pictured above, right) on HBT’s leadership team. Luke brought over 15 years of relevant […]

MCN Names New Boss As Anthony Fitzgerald Departs
  • Media

MCN Names New Boss As Anthony Fitzgerald Departs

Multi Channel Network (MCN) has announced the appointment of Mark Frain as the company’s new CEO. Frain, currently MCN’s chief sales and marketing officer, replaces outgoing CEO Anthony Fitzgerald (pictured above). After 15 years leading MCN, Fitzgerald has decided to take a break before deciding on any new future opportunities. MCN chair Stacey Brown congratulated […]

by B&T Magazine

B&T Magazine
Tuesday TV Wrap: Spluttering Ninja Still Enough To Get Nine To The Buzzer
  • Media

Tuesday TV Wrap: Spluttering Ninja Still Enough To Get Nine To The Buzzer

Australian Ninja Warrior might be well down on its triumphant numbers of 2017, but it’s still doing the business for broadcaster Nine. Last night’s Ninja managed 817,000 viewers, but that was still half of what the same episode managed this time last year (1.674 million). Adding to that, it still got beat by MasterChef with its 821,000 […]

by B&T Magazine

B&T Magazine
News Corp & Fairfax To Share Printing Networks
  • Media

News Corp & Fairfax To Share Printing Networks

Publishing giants News Corp Australia and Fairfax Media have entered into agreements to share each other’s printing networks. Under the agreements which will commence this month, News Corp will provide seven-day printing services to Fairfax in New South Wales and Queensland, while Fairfax will print some publications for News Corp out of its North Richmond […]

Finalists Announced For New-Look News Media Awards
  • Media

Finalists Announced For New-Look News Media Awards

NewsMediaWorks has announced the finalists for the new-look News Media Awards 2018 that combine the former PANPA Newspaper of the Year Awards and the Advertising and Marketing Awards. More than 500 entries were submitted for this year’s awards by news media publishers from the Asia-Pacific region. The awards recognise excellence in cross-platform news publishing, reflected […]

World Cup Proves Expensive Ratings Flop In The US
  • Media

World Cup Proves Expensive Ratings Flop In The US

Sure, soccer (football) has never been massive in the US, but just released figures have shown this year’s FIFA World Cup was particularly on the nose with American TV viewers. Undoubtedly the biggest problem was that the Americans weren’t in the tournament in the first place, having been bundled out by lowly-ranked Trinidad and Tobago last October. Just […]

by B&T Magazine

B&T Magazine
Nike Unveils Quite Wonderful Ad Saluting England’s World Cup Campaign
  • Campaigns

Nike Unveils Quite Wonderful Ad Saluting England’s World Cup Campaign

They didn’t quite manage to “bring it home”, however, England’s World Cup squad still managed to inspire a nation during a remarkable campaign that saw the team finish fourth in the tournament. And to celebrate the Three Lions’ performance in Russia, Nike in the UK has produced a new campaign – incredibly quickly, it must be […]

by B&T Magazine

B&T Magazine
Why High-Quality Video Doesn’t Have To Mean High Production Costs
  • Media
  • Opinion

Why High-Quality Video Doesn’t Have To Mean High Production Costs

Here, Brightcove channel manager, Maddy Drachler (pictured below), says brands thinking of dipping a toe into video content need no longer fear a monster production bill and a bad dose of the sweats… Brands today know video is an important part of the digital marketing mix. But prevailing attitudes mean it’s often seen as expensive and time intensive. And if […]

Opinion

by B&T Magazine

B&T Magazine
Publicis Media To Handle Lenovo’s Global Media Account Via Bespoke Unit
  • Advertising
  • Media

Publicis Media To Handle Lenovo’s Global Media Account Via Bespoke Unit

Computer hardware and electronics company Lenovo has selected Publicis Media to handle its global media strategy, planning and buying through a bespoke client unit. Lenovo One Media will be housed within and managed by Performics and Spark Foundry. It will be responsible for media strategy, planning and execution, and includes all forms of traditional and […]

Grant Broadcasters Makes Several Changes To Senior Executive Team
  • Media

Grant Broadcasters Makes Several Changes To Senior Executive Team

Independent media company Grant Broadcasters has announced a number of changes to its executive ranks. Grant Cameron will move up to become non-executive chairman for the company, and Alison Cameron (pictured above) – currently the chief operating officer – will assume the CEO role. Dugald Cameron remains responsible for the family’s investment portfolio and is […]

Shopper Media Group Partners With Mist To Offer New Tech & AI-Driven Capabilities
  • Advertising
  • Media

Shopper Media Group Partners With Mist To Offer New Tech & AI-Driven Capabilities

Australian retail out-of-home (OOH) business Shopper Media Group (SMG) has announced a partnership with AI-powered wireless networks provider Mist. The partnership will see SMG offer new WiFi, analytics and location-based services across the company’s portfolio of Australian shopping centres. Mist currently provides WiFi and location services using virtual Bluetooth LE technology to businesses across all […]

Indy Agency This Is Flow Wins Cruiseco’s $5 Million Media Account
  • Advertising
  • Media

Indy Agency This Is Flow Wins Cruiseco’s $5 Million Media Account

Travel organisation Cruiseco has announced the appointment of Sydney independent agency This is Flow (TIF) to handle its $5 million media account. This is the first time Cruiseco has appointed an agency, having managed its communications internally. Cruiseco is the largest and broadest distributor of cruise products in the Southern Hemisphere. With a membership base […]

Women In Media Profile: Naomi Shepherd
  • Media

Women In Media Profile: Naomi Shepherd

Need a Monday morning pick-me-up? You could stand naked next to the office fridge or read these inspiring words.

by B&T Magazine

B&T Magazine
APN Outdoor Takes Off With Queenstown Airport Contract
  • Advertising
  • Media

APN Outdoor Takes Off With Queenstown Airport Contract

Out-of-home media business APN Outdoor has won the tender for New Zealand’s Queenstown Airport. As part of the new agreement, APN Outdoor has flagged extensive development plans for Queenstown Airport’s advertising assets. The new contract adds Queenstown Airport to APN Outdoor’s existing portfolio of Auckland and Christchurch Airports. The media company will hire a South […]

Havas Secures Exclusive ‘Fight Of Champions’ Broadcast Rights With Foxtel For Australia & NZ
  • Media

Havas Secures Exclusive ‘Fight Of Champions’ Broadcast Rights With Foxtel For Australia & NZ

Havas Sports & Entertainment ANZ, a division of the broader global full-service agency Havas, has confirmed an exclusive deal with Foxtel to showcase the World Boxing Association (WBA) Welterweight Championship across the trans-Tasman. Billed as the ‘Fight of Champions’, Manny Pacquiao and Lucas Matthysse will square off for the WBA Welterweight belt this Sunday. Havas […]

The Question On Everybody’s Lips At Cannes: How Did Tesco Win The Grand Prix Media Lion?
  • Media
  • Opinion

The Question On Everybody’s Lips At Cannes: How Did Tesco Win The Grand Prix Media Lion?

In this guest post, PHD’s Chloe Hooper (pictured below) analyses the campaign that claimed top honours in the Media category at Cannes this year. I sat in the auditorium as the Cannes Media Lion winners for 2018 were awarded. One thing became instantly clear to me: it is all about taking home Gold or the Grand Prix. […]

Opinion

by B&T Magazine

B&T Magazine
MINI Australia Showcases New ‘Connected’ Vehicles Via Vizeum & Posterscope
  • Advertising
  • Campaigns

MINI Australia Showcases New ‘Connected’ Vehicles Via Vizeum & Posterscope

An integrated campaign by Vizeum Melbourne for MINI Australia’s new ‘Connected’ vehicles will see digital out-of-home (DOOH) served via Posterscope’s Liveposter platform. Delivered centrally, the campaign will showcase the flexible qualities DOOH provides via multiple creatives targeted with specific data overlays such as location, traffic, time of day, and weather triggers such as rain. The […]

Women In Media Profile: Lisa Sheehan
  • Media

Women In Media Profile: Lisa Sheehan

The delightful Lisa Sheehan straps into B&T's "cage of truth" we actually prefer to call our Women in Media profiles.

by B&T Magazine

B&T Magazine
News Corp, Storyful & Fox Sports Join Forces To Support AIME Hoodie Day
  • Advertising
  • Campaigns
  • Marketing
  • Media

News Corp, Storyful & Fox Sports Join Forces To Support AIME Hoodie Day

News Corp Australia, Storyful and Fox Sports have joined forces in support of 2018 AIME Hoodie Day with a creative advertising, PR, social media and editorial campaign across print, digital, and broadcast media. Fox League presenter Hannah Hollis (pictured above) fronts the AIME Hoodie Day campaign, conceptualised, designed and created by News Corp’s trade marketing […]

Storyation Finalist For Global Content Marketing Agency Of The Year
  • Marketing

Storyation Finalist For Global Content Marketing Agency Of The Year

Sydney content marketing agency Storyation has been named a finalist for global Content Marketing Agency of the Year in the Content Marketing Association Awards in the US.  The only Australian agency on the short-list, Storyation was founded by two former Fairfax Media executives Lauren Quaintance (right in photo) and Mimi Cullen (left) and its clients include Tourism […]

Jaden Social Claims Integrated Marketing Tender For NSW Schools Spectacular
  • Marketing

Jaden Social Claims Integrated Marketing Tender For NSW Schools Spectacular

Jaden Social has been awarded the tender to handle integrated marketing for the NSW Schools Spectacular. The agreement will see Jaden Social manage marketing, media, digital and social across the 2018 to 2020 productions of Schools Spectacular, held at Qudos Bank Arena in November. Jaden Social underwent a competitive pitch to secure the account, in […]

APD Australia Appoints New Head Of Digital Product & Strategy
  • Marketing
  • Technology

APD Australia Appoints New Head Of Digital Product & Strategy

Digital transformation business APD has announced the appointment of Chris Butterworth as its Australian head of digital product and strategy. Based in Melbourne, Butterworth (pictured above) will be responsible for building on APD’s owned media team, growing its range of services and developing cross-channel products. Butterworth joins APD from Reprise Digital, where he was most […]

Apparent Appoints Joint Creative Directors From Within
  • Marketing

Apparent Appoints Joint Creative Directors From Within

Customer engagement agency Apparent has promoted Michelle Turchini and Simon Bloomfield to the newly created roles of joint creative directors, following strong business growth. Over the past 12 months, the independent Sydney agency has increased its staff to more than 60 people and moved into larger offices off the back of new and organic business […]