How mobile apps can benefit your business

Apps can increase customer engagement, improve employee productivity, and more

by AT&T Business Editorial Team

The stats about smartphones aren’t surprising: 84 percent of U.S. homes have one mobile device, and one-third of Americans live in a home with three or more devices.

In 2016, Flurry reported that while the “gold rush” for apps was likely over, consumers were still averaging five hours of app usage per day, increasing 11% year over year. According to Google, “One in two users turns to [an app] to find information about a business or product or even to make a purchase.”

Apps have the potential to deliver an elusive premium in a world of attention-deficit fragmentation: an enclave of dedicated, focused engagement. Mobile marketing via apps can be more robust and less expensive than other methods, and when users interact with a brand on their own terms, they can become better customers.

Apps have the potential to deliver an elusive premium in a world of attention-deficit fragmentation: an enclave of dedicated, focused engagement. Mobile marketing via apps can be more robust and less expensive than other methods, and when users interact with a brand on their own terms, they can become better customers.

Organizations may also discover another benefit: recouping app development costs by encouraging adoption of mobile devices that take advantage of new efficiencies. Additionally, using apps internally can help reduce management overhead and improve employee productivity, as well as streamline production, logistics, and customer service.

“Mobile devices increase productivity for 87% of workers, with 60% of respondents saying they save at least one or two hours a day and 13% saying they save five or more hours a day,” says Becky Lawler of Mobile Business Insights.

Does it make sense to build an app for your business this year, next year, or at all?

According to Jia Wertz, a contributor at Forbes, “You may think your business can’t afford to have its own dedicated app, but in actuality, your company can’t afford not to have one.”

Market research and gap analysis prior to development can forecast how an app will enhance the buyer’s journey for your customers and deliver the necessary value to your business. Increased loyalty can lead to more revenue, potentially boosting income by 20% to 60%.

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