Tuesday: Build Your App Content Strategy

The end goal for all brands that develop an app is engagement—an always-on connection with consumers and a permanent spot on their mobile desktop. The not-so dark secret of native mobile apps is that most brands fail in this regard. Using a sample of 25 apps downloaded a total of 550 million times, app analytics platform Flurry (www.flurry.com) determined that after three months, less than one-quarter of iOS and Android smartphone owners continue using an app; after a year, the percentage drops to 4 percent (Figure 5.3).


Figure 5.3 App retention is a big challenge.

This insight underlines something that ...

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