E-Business

Gartner Says Mobile App Adoption Is Maturing as Usage Mellows

Published

10 years ago

April 1, 2015

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The mobile apps marketplace is maturing as users declare themselves satisfied with current engagement rates, according to a survey by Gartner, Inc.

As users integrate apps more deeply into their lives, app providers will need to stay one step ahead and focus their development, marketing and branding more intensely toward retention strategies.

“After eight years of searching for, downloading and using smartphone apps, users are maturing in their usage behaviors,” said Brian Blau, research director at Gartner.”

However, we may see those patterns change in the future as users integrate apps more deeply into their daily lives.”

User interest in apps has mellowed now that they have integrated apps into their use of personal technology and their interaction with brands while online.

Although usage remains high, users may not want or need more apps in the future. This is cause for some concern for app providers because if users become too complacent then app businesses could suffer from lack of engagement or slowing growth.

In order to quantify how users feel about their use of apps, Gartner conducted a survey of more than 2,000 U.S. and German consumers in 2014.

Both countries are considered mature markets and thus comparisons can be made with other markets that are more or less mature in terms of mobile app adoption.

The survey looked at current app behaviors and how consumers intend to use apps in the future as well as shedding light on how consumers perceive their individual app usage by category, and how much they intend to use apps in the future.

Respondents were asked which apps they had used on their smartphone in the last three months and how frequently they had used them.

While it is clear that app use is high across all categories, some categories of apps, such as social networking and video, have a very high overall weekly usage. Usage rates, some approaching daily use for most users, are consistent with other observations of the marketplace, such as how businesses brand and use apps as a main touchpoint.

Even for a less-used app category, for example fitness, there is high use within that group. Fitness has only 23 percent and 16 percent use (in the U.S. and Germany, respectively) among all smartphone users, but for those who use fitness apps, more than seven out of 10 are using those apps weekly or more frequently.

According to the survey, smartphone users are content with their current level of interest in apps. With such a strong indication of users keeping the status quo, Gartner expects to see a continued high level of interest in apps.

That interest, however, may not change dramatically over time and engagement with apps overall may be reaching a plateau.

Although this may be good news for app engagement overall, app product managers will be challenged to create and monetize new opportunities because many users won’t change their app consumption patterns

“It’s not that smartphone users have lost interest in apps, users remain excited about what apps can do for them in their daily lives, including for work and nonwork app scenarios,” said Mr. Blau.

“However, app users need to be convinced about the value of the app. Their willingness for new app experiences is open-ended, but their plan is to keep their same patterns of use. Users will try new apps, but they need to be convinced of an app’s value before they adopt them and change use patterns over the long term.”

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E-Business

Hisense Electronics Unveils Flagship Showroom in Abuja

Published

4 days ago

December 16, 2024

Chike Onwuegbuchi

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By Fabian Tarpael, Abuja

Hisense electronics unveiled a flagship showroom in Abuja over the weekend. Speaking at the event, Mr. Mustapha Khries, the Abuja Branch Manager of the Fouani Group, highlighted the significance of the flagship store, describing it as the first of its kind in the entire West African region.

He also addressed the challenges facing businesses in Nigeria, particularly the high exchange rates and transportation costs.

“The Fouani Group remains resilient and ready to overcome challenges, unlike others who often exit the market when faced with similar issues.”

Ms. Haifa Du, Senior Sales Manager for Hisense Electronics, emphasized the brand’s commitment to affordability and innovation, stating that Hisense offers the most cost-effective and advanced solutions in the market.

The event underscored Hisense’s dedication to technological innovation and sustainability while reaffirming its leadership position in the consumer electronics market.

Mr. Robbin Wei, Senior Sales Manager of Hisense Group, supported by Mr. Greg and Ms. Haifa Du, showcased various innovative products from the new flagship store.

Among the standout products showcased include; The Hisense 110″ Smart Ultra AMOLED TV, featuring unique capabilities such as a solar-powered remote control and a “locate remote” function to find misplaced remotes easily.

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E-Business

PalmPay, Jumia Partner to Launch Integration for Shoppers in Nigeria

Published

7 days ago

December 13, 2024

Chike Onwuegbuchi

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PalmPay, Africa-focused fintech operating Nigeria’s most used mobile wallet, and Jumia, Africa’s e-commerce giant, today announce a strategic partnership to enhance the digital payment ecosystem on the continent, starting with payment integrations and co-marketing efforts in Nigeria.

This partnership underscores both parties’ commitment to developing the digital payment ecosystem in Nigeria and grow the use of the cashless economy.

WIth PalmPay now available as a payment method, shoppers on Jumia will now be able to pay for their purchases with the option to check out with their PalmPay wallet, ensuring a seamless user experience and transaction reliability through the direct integration.

“We are proud to partner with Jumia as we bring together the best of fintech and e-commerce to redefine the online shopping experience,” said Sofia Zab, Chief Marketing Officer, PalmPay. “This strategic alliance aligns perfectly with our shared commitment to delivering a superior user experience and exceptional value to our customers.”

Speaking on the partnership, Sunil Natraj, CEO, Jumia Nigeria added: “At Jumia, we are dedicated to creating value for our customers by ensuring a convenient, reliable, and secure shopping experience.

“This partnership with PalmPay strengthens our commitment to enhancing the digital payments within our platform. By integrating PalmPay, we are providing more options for customers to access affordable and quality goods with the convenience of cashless transactions.”

This alliance marks the beginning of a long-term collaboration between two industry giants, aiming to drive innovation, increase convenience for consumers, and foster the adoption of digital payments across Africa.

To celebrate the launch of the partnership, PalmPay and Jumia are launching a special Christmas campaign, running from December 11th to 30th. During this period, customers who make purchases on Jumia using the PalmPay payment method will stand a chance to win exciting cash rewards. More details can be found on the brands’ respective social media pages. @palmpay_ng and @JumiaNigeria.

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E-Business

Aero Contractors Launches “12 Days of Christmas” Campaign

Published

7 days ago

December 13, 2024

Ugo Onwuaso

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Aero Contractors is thrilled to announce the launch of its “12 Days of Christmas” campaign, a festive and engaging social media initiative designed to spread holiday cheer and reward loyal customers.

Running from December 13 to December 24, 2024, this exciting campaign underscores Aero Contractors’ commitment to connecting families, friends, and communities during the holidays.

The “12 Days of Christmas” campaign invites travel enthusiasts, loyal customers, and holiday travelers to participate in fun and interactive activities on Aero Contractors’ social media platforms, including Instagram, Facebook, and X (formerly Twitter). Each day will feature engaging posts such as trivia, puzzles, and challenges designed to ignite the festive spirit and encourage community participation.

Participants are encouraged to follow Aero Contractors’ social media pages, engage with the daily posts by liking, commenting, or sharing, and follow the specific instructions for each day’s activity.

Winners will be selected daily and announced on the respective platforms. Exciting prizes await participants, with the grand reward of a free return economy class ticket—a perfect gift for reconnecting with loved ones or exploring new destinations this holiday season.

“At Aero Contractors, we believe in the power of togetherness, especially during the holidays,” said Capt. Ado Sanusi, Managing Director of Aero Contractors.

“Our ‘12 Days of Christmas’ campaign is our way of giving back to the community that has supported us throughout the year. It’s an opportunity to engage, celebrate, and reward our customers while spreading joy and festive cheer.”

This campaign targets travel enthusiasts, loyal Aero Contractors customers, and families looking to make the most of the holiday season. Through this initiative, Aero Contractors reaffirms its dedication to safe, reliable, and efficient air travel, bringing people closer when it matters most.

Follow Aero Contractors on Instagram, Facebook, and X to join the “12 Days of Christmas” campaign. Engage daily for a chance to win a free return economy class ticket and other exciting offers.

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