Social apps are old news. Mobile apps are where it’ll be at in 2010.
According to a new report released by DM2PRO and Quattro Wireless, spending on mobile applications will see significant growth in 2010, while investment in social apps will plateau.
Fifty-four percent of respondents said they had not developed mobile or social apps at the end of 2009, while 46 percent said they had.
In 2009, Facebook was the most popular channel for mobile/social apps for marketers, with a 78.9 percent response. The iPhone was second with 62.1 percent of the response, followed by the marketers’ own branded site community with 35.8 percent, MySpace with 25.3 percent, Android with 9.5 percent, RIM with 9.5 percent and Palm with 6.2 percent.
For marketers who currently develop apps for mobile platforms, the iPhone led the way with 95 percent, RIM followed with 44 percent, Android with 31 percent and Palm with 15 percent.
For marketers who have not yet developed mobile apps but plan to, the iPhone led the way with a 91 percent response, followed by Android with 39 percent, RIM with 33 percent and Palm with 19 percent, according to the report.
Overall, 65 percent of marketers said they plan to develop mobile apps in 2010.
The study also noted that the top one-third of respondents already developing mobile apps plans to boost their mobile apps budget by more than 75 percent, with some planning boost of 200 percent or more.
Respondents indicated that online advertising is the most effective method of promoting mobile apps, followed by mobile advertising (network buy), mobile advertising (direct buy), PR agency, traditional advertising, carrier paid placement and relying on the app store index.
There were many given reasons for why publishers, advertisers and agencies have not yet developed mobile apps. The biggest one was the need for a better measurement of ROI, followed by tight budgets and the mobile platform being “too fractured.”
For publishers who have developed apps, the iPhone was the most popular destination for apps, followed by Facebook, RIM and Android.
Sources:
http://www.slideshare.net/newzmaven/apps-2010-short
http://www.mobilemarketingwatch.com/development-use-of-mobile-apps-to-skyrocket-in-2010-5012/
http://www.emarketer.com/Article.aspx?R=1007473
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