The future of mobile apps: what will smartphone use look like in 2025?
It’s predicted that by 2025, 20% of B2C revenue will be generated from recurring revenue models, causing profound shifts in strategies, spend and channels. We’re likely to see businesses shift toward omnichannel marketing to amplify their brand and enhance the overall customer experience, with apps playing a significant role.
According to Statista, there are 3.8 billion smartphone users worldwide, a number that is only going to get bigger. From online shopping, restaurant menus and digital Covid passports to fitness apps, film streaming, music and much more, there is a growing demand for engaging, real-time mobile experiences.
In fact, mobile has become the primary way of connecting with consumers and it is forcing brands to place greater emphasis on their mobile marketing strategy as the key part of an omnichannel approach. The idea must be that the user journey is convenient and simple on every device. So, it’s hugely important for device manufacturers and mobile operators to stay up to date with what’s shaping the mobile app market. Let’s take a look at what technology today is starting to shape what the future will look like.
Users are becoming increasingly familiar with devices that don’t need to be touched to complete an action, so it’s likely that we will start to see businesses making a big investment in tools such as voice assistance technology. When Siri was first launched in 2011, no one could have predicted where voice tech would be now. And in the next three years, forecasts suggest that the number of digital voice assistants will reach 8.4 billion units – a number higher than the world’s population.
People generally don’t like hanging around before accessing content. New technologies being introduced such as iOS Clips and Android Instant Apps will allow users to test part of an app instantly, before downloading it. Ensuring that these previews offer the right level of engagement and enticement will play a really important role in increasing uptake of new products, so the space could become even more competitive.
5G will allow developers and providers to better implement tools such as virtual and augmented reality. With the high-speed and low latency of 5G, developers can use these new technologies to deliver a better overall experience for end users. We will also likely see a continuation in the growth of cloud-based applications. The prevalence of high-speed networks has reduced data costs and the need for large amounts of local storage, which means mobile devices are now more dependent on cloud services such as Spotify and iPhotos.
Internet of Things
Manufacturers are increasingly able to bring technologies that were once only available in high-end devices to their mid-range and below. This enables application developers to create a more tailored experience for users that harnesses IoT.
As the tech available to manufacturers becomes broader, and the popularity of smart home devices continues to grow, it’s likely that we’ll see an increase in demand for IoT with apps to communicate across all home and office devices as well as in cars. Additionally, the impact of the pandemic has made users far more aware of their health and wellbeing, which is leading to an increase in the number of apps that can track real-time fitness and exercise.
Biometrics is another area for growth. It won’t be long before things such as skin temperate monitors become common features on wearable devices.
Our one tip for app marketers today?
Focus on growing direct customer relationships that deliver mutual benefits and build retention as well as lifetime value. This means mastering native mobile-first channels like apps, SMS and mobile wallets to send the best messages. This will then enable seamless conversions and transactions throughout the customer lifecycle.
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