How many apps is too many apps?

Posted by Erin Barrett on February 6, 2018   |  retail technology

Do your shoppers need another app? This is a question retailers need to consider before investing both the time and money into developing an app that could be lost in the masses.


Consider this: data from statista shows that in between April 2016 and April 2017, the number of people who had six or more retailer apps on their phones decreased from 37% to 34%.  

Screen Shot 2018-02-06 at 11.01.21.png

Whilst that is still a large chunk of the population who have an arguably large number of retailers apps downloaded, the question must turn to how often are people using them? A download is worth nothing if shoppers aren’t using the app of a regular basis.

Research on UK users has shown that, on average, people use 10 apps per day, and launches an average of 30 apps per month. But what are the apps people are using? Surely they can’t all be retailer apps. And they’re not. Not even close.

This breakdown shows which types of apps iPhone and Adroid users are spending their time with. And the results aren’t all that surprising when you think of your own monthly app usage:

  • Pre-installed apps (referred to as Tools and Utilities in the chart below) lead the way for usage: think Safari or the calculator on your iPhone.
  • Following these are social networking apps: Facebook, Twitter, Instagram, Pinterest, etc
  • Photos, videos and music still rank above shopping apps.
  • As do lifestyle and entertainment.
  • Shopping apps are the 9th most commonly used apps for iPhone users every month and 8th most common for Android users.

Screen Shot 2018-02-06 at 11.02.27.png

Screen Shot 2018-02-06 at 11.02.34.png

Layer on top of this research from Forrester  shows that whilst users spend 85% of the phone time on app, only five really see heavy usage.

The result is obvious: you may want to develop an app for your shoppers, but only the most loyal and committed of your shoppers will want to use it. And those same shoppers are being pressured to download apps by the other retailers they shop with - it’s overwhelming for shoppers and not a smart move for most businesses.

What is the smart move? Maybe* technology.

What shoppers want is a single app experience that:

  • Combines all of their favorite retailers.
  • Allows them to ask their friends what they think of the items they’re considering buying.
  • Connects them with their social networks and enables product specific conversations that are fun, engaging, and rewarding.
  • Includes gamification that allows them to win what they’ve saved.
  • Tells them when they’re near something they’ve saved on the high street.

This is the Maybe* app. To learn how you can benefit from our Maybe* app (and save yourself the wasted resource of building yet another app your shoppers won’t use) get in touch for demo and we’ll show you how one app is all your shoppers need.