To Mobile or Not To Mobile, That is the Question.

15 Apr To Mobile or Not To Mobile, That is the Question.

At the NAB last week and NAA MediaXchange this week, mobile is all the buzz.

There’s no question that mobile is important.

There will be 1.82 billion smart phones worldwide by the end of this year. There are 1.3 million Android activations daily, compared to 300,000 births. Consumers with smart phones spend 127 minutes daily using mobile apps. Seventy-two percent of smart phone users are age 34 and younger — a critical group for all local media to reach.

So everyone needs mobile apps now, right?

That’s easy to say, hard to do.

Fully 60 percent of the apps in the Apple App Store have never been downloaded — not once! One in four of all apps downloaded are abandoned after initial use. You are competing against the 1.5 million apps available in the Apple App Store and Google Play.

So, should your organization develop mobile apps? You bet. However, given the long odds, make sure development is cheap, fast and doesn’t suck valuable resources into endless app maintenance  tasks.

Mobile is the future. Unfortunately, the path to success is clogged by competitors, fraught with peril and not at all clear despite what the pundits say from the podium.