For brands looking for new ways to have meaningful engagement with their customers, apps are the answer. Our recent survey revealed that 73% of respondents would opt to download a free app associated with a brand over a non-branded paid for application – a statistic that really demonstrates the value branded content holds for consumers.
Failing to provide a free app could result in brands losing out on a significant number of potential customers, with 67% of those surveyed hungry for brands to provide them with more interesting and exclusive content for their iPad. Providing these free services could therefore open up a whole new world of possibilities to brands, while creating innovative new ways to reach and engage with consumers.
82% of people spend between 50% and 100% of their time using applications, and half of the respondents admitted to having over 40 apps on their iPad. These figures are ones that brands should really take as a call to action to provide consumers with more quality branded content; an activity that gives them the opportunity to further engage and enhance relationships with their customers.
As long as the content is well produced, relevant and interesting, consumers are happy to receive it from branded apps. Content agencies are best placed to create this content, providing engaging editorial which stays true to the brand’s core values. Moreover, this content can be adapted to work across multiple channels – including magazines, video and online editorial – to ensure a fully integrated approach, consistent with all brand collateral.
The addictiveness of tablet computers is increasing, and therefore so are the benefits to brands of distributing their content through this channel. 82% of those asked said they use their iPads several times a day, with 57% using their iPad for between one and four hours daily.
The commercial power of the free app is perhaps higher than most brands apprehend. A staggering 81% have sought out a further interaction with the brand as a result of using an app, 19% said that they bought a product or service, 29% considered buying a product or service and 33% visited a brand’s website.
However, brands should be cautious about the use of ‘pop up style’ advertising within applications. iPad users’ tolerance for in-app advertising is relatively low, with 68% saying they would prefer an app from a brand with no advertising content, compared to just 30% who would prefer a non-branded application which contains advertising.
With 71% of respondents saying that they were not likely to swap their iPad for another brand of tablet, it becomes apparent that brands who create free apps would be undertaking a sustainable investment which would reap nothing but higher consumer interest on a long term basis.
The flexibility, ease of use and interactive nature of tablet devices should be capitalised on by brands seeking to create engaging content for consumers.
