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Mobile Apps are the Key Pieces to the Engagement Puzzle

According to a recent press release from Gartner: “By 2017, mobile apps will be downloaded more than 268 billion times, generating revenue of more than $77 billion and making apps one of the most popular computing tools for users across the globe, according to Gartner, Inc. As a result, Gartner predicts that mobile users will provide personalized data streams to more than 100 apps and services every day.”

People will use over 100 apps a day by 2017. Not only will more consumers be downloading apps, but they’ll be using more of them

The shift has already started: According to Flurry Analytics, app use increased by 115 percent in 2013 year-over-year. Messaging and social apps alone improved by 203 percent.

It’s time for your business to use mobile apps to engage your user base and prepare for the trend towards the integration of various platforms, including wearable devices, home electronics and even automobiles.

For brands, apps will represent the primary vehicle to directly reach out to and engage with consumers. And as more apps debut and adoption increases, businesses will be able to capture even more data about consumers and then use it to improve content and app experiences.

Digital publishers are already using mobile apps for smartphones and tablets to reach out to the consumer, but they should soon be prepared for consumers cycling through a multitude of apps across a number of devices on a daily basis.

Gartner states that “Mobile apps have become the official channel to drive content and services to consumers. From entertainment content to productivity services, from quantified-self to home automation, there is an app for practically anything a connected consumer may want to achieve,” said Brian Blau, research director at Gartner. “This connection to consumer services means users are constantly funneling data through mobile apps. As users continue to adopt and interact with apps, it is their data — what they say, what they do, where they go — that is transforming the app interaction paradigm.”

Having access to analytics and user trends over a multitude of devices will allow digital publishers to customize their offerings to reflect what their readers are actually doing, using and buying, thereby allowing for an efficient use of resources and target marketing.