Creating an app window
UK spending in the brand app channel now totals around £4 billion a year, as the average consumer spends £89 through apps made available by consumer brands, an annual increase of 24%. A new report from Conjure suggests that while the number of apps downloaded is not on the up, one in four consumers is now spending more time than ever before in apps made available by brands.
“The process of buying a good or service through an app has become normalised,” says Sam Clark, founder of Conjure. “When it comes to putting their credit details into an app most Brits no longer have the fear factor, and most brands realise they need to have an app window on the world.
“That said, brands can’t afford to get complacent – they’ve got to have a content strategy mapped out in advance, be ready to update their apps with innovative new features at least once every six months, and promote their apps as forcefully as possible through their other marketing channels.”