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

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


What best describes you?

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.

Please login with linkedin to comment

Latest News

The Advertising ID Consortium Welcomes New Platform Partners
  • Advertising

The Advertising ID Consortium Welcomes New Platform Partners

The Advertising ID Consortium – the open identity solution for the digital advertising ecosystem – has announced new platform partners. Since the Consortium’s announcement in May 2017, the founding members have established a governance framework and product specification that includes an open and standardised cookie and accessible people-based identifiers, delivered in a secure, privacy conscious […]

Marketing Melodies Partners With Spotify-Backed Soundtrack Your Brand
  • Marketing

Marketing Melodies Partners With Spotify-Backed Soundtrack Your Brand

Australian in-store music provider Marketing Melodies has announced an exclusive reseller agreement with Spotify-backed Soundtrack Your Brand for the Australia and New Zealand markets. Founded in Sweden in 2013, Soundtrack Your Brand was developed to kill bad background music. Its flagship solution, Soundtrack Business, is a music streaming platform licensed for commercial and public spaces. The […]

Social Garden Becomes First Bronze Snapchat Certified Partner In Australia
  • Advertising
  • Marketing

Social Garden Becomes First Bronze Snapchat Certified Partner In Australia

Customer acquisition firm Social Garden has become the first business in Australia to achieve Bronze status on Snapchat. Among the new benefits Social Garden will receive as a result of its Bronze status is access to beta versions of Snapchat data tools, such as the Snapchat Conversion Pixel, as well as being among the first […]

Hypetap Appoints Nuffnang’s Chris Morfis As GM
  • Marketing

Hypetap Appoints Nuffnang’s Chris Morfis As GM

Influencer marketing player Hypetap has made its second senior hire in less than a month, appointing Chris Morfis as the company’s general manager. Joining from influencer marketing provider Nuffnang Australia, Morfis will guide Hypetap’s growing team, providing strategic direction to accelerate the company’s growth, as well as leading operations and managing relationships with key partners. Morfis’ appointment will […]

On Air sign in a studio broadcasting via radio, podcast or wireless transmission.
  • Media

ARN Announces Departure Of Content Director & Radio Veteran

Australian Radio Network (ARN) has announced that Charlie Fox, content Director for WSFM and The Edge, and WSFM morning announcer Ron E Sparks, have departed. Fox has been with ARN since 2005, and Sparks joined WSFM in 2002. ARN national content director Duncan Campbell said the departure of Fox and Sparks are part of the […]

OMD Announces New MD For Melbourne
  • Media

OMD Announces New MD For Melbourne

OMD unveils new Melbourne MD, and it certainly wasn't among any of B&T's picks. Not that we were picking, mind you.

Sydney Festival Chooses Brightcove To Enhance Online Video Content
  • Media

Sydney Festival Chooses Brightcove To Enhance Online Video Content

Video cloud service Brightcove has announced that Sydney Festival has selected the platform to improve its user experience through online video content. Brightcove will do so by removing third-party branding and pre-roll ads, as well as adding autoplay functionality, ahead of the event in January. Leveraging the Brightcove video platform to host and publish video […]

Does Your Christmas Marketing Suck?
  • Opinion

Does Your Christmas Marketing Suck?

Remember the old Palmolive soap ad that asked, "Don't wait to be told"? This is sort of similar, albeit sans any suds.

Opinion

by Peter Harris

Peter Harris
Queensland Anti-Porn Crusaders Cop Ad Ban
  • Campaigns

Queensland Anti-Porn Crusaders Cop Ad Ban

We have a strident anti-pornography policy at B&T. Earphones must be worn at all times and strictly no little people.

by B&T Magazine

B&T Magazine
Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful
  • Advertising
  • Campaigns
  • Marketing

Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful

Health and wellbeing company Nature’s Way is celebrating the achievements of kids in a series of relatable and entertaining online videos that tug at the heart strings of parents. Instead of using actors to tell the brand story of Nature’s Way’s Kids Smart supplement range, Storyful has helped Wavemaker to license user-generated content clips of […]

DEC PR Wins Hisense Account
  • Marketing

DEC PR Wins Hisense Account

Electronics and whitegoods specialist Hisense has announced it has appointed DEC PR to lead its strategic communications remit in the local market, following a competitive tender process. DEC PR will work to support its brand building activities and managing corporate communications. The agency’s work will integrate closely with Hisense’s other marketing partners. Andre Iannuzzi, marketing […]