Before we get into the specifics, let's first understand what exactly are mobile apps?
A mobile application is a computer program designed to run on smartphones, tablet computers and other mobile devices.
These applications are normally available through application distribution platforms like Apple Store, Google Play, Windows Phone Store, Blackberry App World, etc. Users can download the desired applications from these platforms to the target device.
Apps make accessing information easier. Instead of going to a browser to get information, finding the same using an app is easier and more convenient. This is also important since people are spending more time on their phones and tablet computers than they are using their desktops. It is important to note that they are spending this time on mobile applications instead of mobile browsing.
One of the triggers for this rise is the easy accessibility of high speed internet. It is one of the most easily available facilities and is provided by almost all the service providers. Because of this consumers are spending more time on apps than ever before. Over the past couple of years, the rapid increase of mobile devices has altered us into an app-driven society, presenting marketers with new opportunities to connect with consumers by creating more interesting and sophisticated apps to command their attention.
Almost all professionals and students now a days carry a smartphone. They use may vary from e-mailing colleagues or texting family and friends. Apart from that apps are also being used to find information and entertain oneself. This is all because of smartphones that are enabling the use of mobile applications. Almost every individual out there is navigating through the 3.5 inch screen more than their computer screens.
When observed carefully, it showed that people use their smart phones beyond calling, e-mailing, and texting. They use more apps which clearly indicates that apps dominate. Users spend, on average, 82% of their mobile minutes with apps and just 18% with web browsers. They download about 40 apps to their phones (out of more than a million available) and regularly use about 15.
The popularity of mobile apps has been on a rise, as their usage has become increasingly widespread across mobile phone users. A May 2012 come score study reported that during the previous quarter, more mobile subscribers used apps than browsed the web on their devices: 51.1% vs. 49.8% respectively. Furthermore, researchers also discovered that usage of mobile apps strongly correlates with user context and depends on user's location and time of the day.
To conclude, one thing is clear – apps have won and the mobile browser is taking a back seat. Now every company in the world including Google is adjusting to that reality.