Word of mouth: success of an App

We knew it, we sensed it, but the data has now confirmed it. success of an App, which is downloaded, depends largely on the recommendation of our friends and acquaintances. word of mouth It is, without a doubt, the touchstone of any strategy.

This has been confirmed by a study carried out by the company Ipsos MediaCT and which has been echoed by the specialized portal puromarketing.com. According to these findings, 52% of smartphone users download an app when family, friends or colleagues recommend it to them. The next reason why someone uses an app is browsing the markets (40%) because it is known that curiosity is a powerful companion. In this case, a good description of the app and screenshots are key elements to convince potential users. Direct search (27%), company websites (24%) and the influence of television advertisements (22%) complete the reasons.

Once the potential user has decided to go to the markets to download an App, the price is a clearly conditioning element. If it does not meet expectations, it is a deterrent in most cases. Therefore, the possibility of offering "free trials” or in-app purchases have become the most common resource among developers when it comes to monetizing their creations by offering them, from the start, for free in stores.

However, and unfortunately for many, download does not equal useFor a quarter of the apps we have installed on our phones, being used is almost a utopia. Only those that meet a series of requirements are the ones that succeed on our screens. These basic requirements that make an app a useful tool for the user are:

• simplify everyday actions
• that is easy to use, usability
• an attractive design
• that it is multi-device

Four conditions that must always be taken into account when choosing plan a mobile application.