As Mobile App Usage Grows, Interest in Apps Themselves Wanes

|Brandon Carter


Do We Have Time For Apps?

smartphone apps

Image courtesy of James Howie via Flickr

Despite a 52% growth in mobile app usage last year, it turns out well over half of US smartphone users download no more than zero apps in a given month, and those that do only download one or two of them.

comScore’s findings in their 2014 US Mobile App Report might be troubling news for the app ecosystem — and mobile at large — if it didn’t make so much sense. As our habits on mobile devices begin to crystallize, a telling pattern is emerging: we treat apps like we treat, say, websites on the Internet. Only a handful of them merit our regular attention, and we need compelling reasons to visit or use any others (let alone pay for them). In fact, 42% of all smartphone app usage occurs on the user’s most-used app, according to the report.

It’s a well-known fact that better discovery mechanisms are missing from the app ecosystem. Outside of the app stores in  iTunes and Google Play, environments where consumers can organically encounter — and see the utility of — apps they were previously unaware of are scare. I don’t know about you, but I don’t come across too many app recommendations in my Facebook or Twitter feeds, and when I do come across an notable app I’m unfamiliar with, it’s usually in the news.

What we are left with is a growing pile of neglected apps with little chance of being discovered or utilized. Until that equation changes, apps won’t be any easier to monetize.


Hitting "Publish" is only The Beginning!

Download our free A-Z Guide to Brand Publishing to find out how to make the most of your content strategy.

Brandon Carter

Brandon Carter

Brandon Carter is a Content Specialist at Outbrain. He began his career as a staff journalist for the Maine weekly... Read more

Add A Comment

* Your email address will not be published. All fields are required.


Want to promote your content?