The challenge of mobile applications: between installation, use and uninstallation

The rise of smartphones is undeniable with 60% of individuals equipped with a smartphone today. This phenomenon is accompanied by an evolution in the consumption of mobile applications. According to the latest study by Médiamétrie “Applications: installation, use and uninstallation”, each user holds an average of 28 applications on his smartphone. However, installing an application does not necessarily translate into its use over time. What are the “usual” uses of mobile applications? How do these practices evolve and what does this mean for brands?

THE VOLATILITY OF MOBILE APPLICATIONS
The smartphone has become an essential tool at the heart of the daily life of individuals, with various uses.

Thus, users of smartphones will consult about forty sites against the use of about 5 applications per month on average while they have 28 of them installed.

A VARIABLE PALMARÈS
According to Médiamétrie studies, games are the most downloaded application category (51%), followed by social networks (32%), and practical applications ranging from weather (30%) to route apps. However, downloading an application does not necessarily translate into frequent use. Thus, the list of most used applications places social networks first (65%), followed by weather (62%) and games in third place (60%). Finally, in terms of uninstalling, games play the leading role (54%), followed by “practical life” applications (24%), such as itineraries or directories, press / news applications (20% ) and travel (18%). Social networking applications, for their part, remain little uninstalled. One of the main developments since last year is a certain increase in the rate of installation of social networking applications and especially a significant increase in their utilization rate. According to Jamila Yahia Messaoud, one can explain this trend, among other things, by “the development of new social networks, namely Instagram and Snapchat, which are now popular among Internet users, especially the younger ones”.

THE ESSOR OF SOCIAL NETWORKS
In order to decipher the volatility of mobile applications, Médiamétrie compared the motivation for installing and using five key applications: Facebook Messenger, Snapchat, Instagram, Waze and Uber. Unlike applications in general, these five applications are little uninstalled. Indeed, all benefit from a relatively high level of notoriety but also from an added value perceived by their users.

Of these five applications, Facebook Messenger is most frequently installed on the smartphone. This is due to its “federating” quality of this application that has managed to conquer nearly one in two smartphone owners.

Snapchat and Instagram, meanwhile, are two other applications of social networks in strong progression in terms of enrolled in 2015. They are also twice as much present in young populations than in all the smartphone equipped.

Finally, Waze and Uber are more “confidential” applications in the daily life of individuals and their movements in urban areas. The two stand out with a typical male user, rather young, CSP +, rather Francilian.

The rise of smartphones and their importance in our lives do not seem to stop with new mobile apps that appear every day. It is therefore imperative for brands to stand out in this highly competitive world.

To do this, brands must work both the background and the form of the applications they offer. The interest and loyalty of the users is made especially by the proposal of contents and services with high added value with a tone appreciated by the user and an ergonomics favoring the recurring use of the application.