App storefronts are going mainstream and now
must adapt to consumer preferences and buying habits, much like
traditional marketplaces have long since done. A key difference for
app marketplaces though, is most transactions are free, requiring
added attention to detail for the few transactions that generate
actual revenue. In order to monetize their apps, developers need to
ensure their product is of high quality, offers demonstrable value,
and is stable and user friendly , according to a new research
report from Strategy Analytics.
In its latest research on the topic, Strategy Analytics found
that consumers visit a mobile app store a few times a week, with
most visiting to search for updates, to check to see featured and
top apps, or to see if any new mobile apps have been released.
What mobile app consumers don't want are apps
that are slow, cause system glitches, or that run too many
advertisements and send spam, according to the Boston-based market
"Consumers pay for less than 10% of the total number of
applications they have downloaded, with over 80% of all
applications downloaded being free," commented Taryn Tulay, an
analyst in the Strategy Analytics
Wireless Media Lab (WML). "For apps to hold any monetary value
to the consumer, apps must be unique, of good quality and used by
the consumer on a daily basis - providing them with a service or
feature that they cannot get anywhere else."
Looking at app store attributes, Strategy Analytics found that
survey respondents rated ease of finding mobile apps most
important, followed by good availability of free applications.
"With most consumers visiting a mobile application
store multiple times per week, it is important for app
stores to make discoverability of apps as straightforward as
possible for the consumer due to the increasing number of mobile
applications available," added Paul Brown, a director in Strategy
Analytics' User Experience Practice.