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The Usage and Application of Mobile Apps

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DOI: 10.4018/978-1-4666-8239-9.ch100

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Encyclopedia of Mobile
Phone Behavior
Zheng Yan
University at Albany, State University of New York, USA
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Encyclopedia of mobile phone behavior / Zheng Yan, editor.
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Includes bibliographical references and index.
ISBN 978-1-4666-8239-9 (hardcover) -- ISBN 978-1-4666-8240-5 (ebook) 1. Cell phones--Social aspects. 2. Mobile
communication systems--Social aspects. 3. Interpersonal communication--Technological innovations--Social aspects. I.
Yan, Zheng, 1958-
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1242 Category: Technologies and Apps

The Usage and Applications

of Mobile Apps

Varsha Jain
Mudra Institute of Communications, India

Vijay Viswanathan
Northwestern University, USA

INRODUCTION phone app use will also likely facilitate the mobile
e-commerce, which is predicted to grow at a rate
Mobile application, commonly known as “mobile of 55% (compound annual rate) from 2010 to 2015
app” is computer programme software (Jans- (eMarketer, 2012).
sen, n.d.) especially developed for smart phones This revolution will take place because mobile
(Lockergnome.net, 2012). Traditional software usage facilitates marketers’ abilities to engage and
programmes are designed to run on comput- retain existing consumers in cost effective ways
ers or laptops. However, these programmes are that increase return on investment (O’Kane, 2013).
exclusively created for mobiles as this device For example, consumers can be retained easily via
has become central to the lives of individuals mobile phones and their various features such as
(Dubreuil & Joubert, 2012). An Ericsson traf- QR codes and apps. Acquiring new consumers is
fic and market report identified that 40% of the five times more expensive than retaining existing
world’s smartphone users extensively use mobile customers (Murphy & Murphy, 2002). In addition,
apps and the Internet when they start their daily 90% less cost is incurred when marketing for a
routines (Ericsson, 2012). Particularly in the US, repeat purchase compared to the new or first buy
app use is very high, as 62% users download them (Dhar & Glazer, 2003). App users can use opt
on their phones (nielsen.com, 2011). It was also in messages via apps and can enhance engage-
found that 64% of mobile time is spent on apps ment with brands. In addition, push campaigns
(Nielsen.com, 2012). App use was even higher that easily attract app users can be developed for
than web consumption by the end of June 2011 mobile apps and can have a significant impact
(Khan, 2011). It is forecasted that marketers on the enquiries about products and brands (Lit-
would spend $11.6 billion on mobile campaigns tman, 2012). Apps can also help in sharing users’
by the end of 2012 (source). Interestingly, the activities on social networks (O’Kane, 2013). All
US market alone spent $4.4 billion on app based of these factors lead to the conclusion that mobile
campaigns (Schonfeld, 2011), an effective use apps significantly contribute in growing mobile ad
of money, as one-third of US adults own a smart spending (Vasquez, 2011), primarily for millennial
phone (Vasquez, 2011). Beyond the US, app use as they aggressively use smart phones, particularly
is taking hold throughout the world. In Australia to shop via mobile phones (eMarketer, 2012). In the
more than 50% of population uses smart phones, subsequent sections of this article, we will discuss
with 94% using them for shopping (Ross, 2012). about usage of mobile apps primarily in messag-
Similarly, in the UK 95% of individual uses smart ing, gaming and shopping. We also state role of
phones and 31% of subscribers use their phones apps in marketing, neuroscience and how apps
for shopping (Dubreuil & Joubert, 2012). Smart are being used as a research instrument,branded

DOI: 10.4018/978-1-4666-8239-9.ch100

Copyright © 2015, IGI Global. Copying or distributing in print or electronic forms without written permission of IGI Global is prohibited.
 Category: Technologies and Apps

mobile apps, in-app advertising, challenges and and utility with their demographics. For example,
opportunities of mobile apps and future of the Nestle developed an energy calculator for Viet- T
discipline. namese consumers who use their app. The app was
The mobile app research is new and emerg- designed to educate mothers about the daily needs
ing area of research. After searching extensively of their children. Companies used the consump-
on EBSCO we tentatively identify pioneers in tion patterns of children in Vietnam, coupled with
this area. These researchers include Mike Ric- information about children’s needs, to develop the
ciuti (Ricciuti, M., 1994) at Oracle and Kevin app. This approach helped app users to identify
Railsback (Railsback, K., 2000) at InfoWorld. solutions to their specific demographic issues as a
We also searched at WARC and selected papers result of the useful information provided by Nestle
recommended by the editors. Eunice Kim (Kim, (Ahanonu et al., 2013). In another example, apps
E., 2013), Jhih-Syuan Lin (Lin, J., 2013) and used in deal-based and coupon advertisements
Yongjun Sung (Sung, Y., 2013) at the University have been well-received by app users in Singapore.
of Texas at Austin and are among leading scholars Historically, SMS was used but was not
in this area as they analyzed more than 100 global customized and localized. Apps help to foster
branded apps and provided important insights on understanding user behaviour, deals, and promo-
consumer engagement. tions that help brands to become more personal-
ized and localized (Ahanonu et al., 2013). In
some instances, mobile apps also assist tourists
USAGE OF MOBILE APPS to enhance their experiences; in Holland, “Layer
App” consists of augmented reality via which a
Mobile apps are used across all categories of tourist can walk through the city before arrival.
consumption, including travel, health, politics In addition to its practical benefits, the app also
and entertainment (McCabe, 2013). Mobile apps generates enthusiasm and energy among tourists.
help in both utilitarian and social moments in us- The apps can be further linked to the social media
ers’ lives, as they use them to accomplish goals, and special occasion’s events of the city, render-
prepare for tasks, and socialize with people. Apps ing the app more enjoyable and interesting vis a
are also used for “me time” that helps users to kill vis its association with social networks (Politiek,
time, relax, play games, and entertain themselves Velde & Vink, 2012). Similarly, Hong Kong also
(Draper & Stucky, 2013). Apps can also be used uses augmented reality with the mobile apps for
very effectively along with social media, especially visitors and tourists so they can identify their
Facebook and Twitter. In the same way, apps locations and the mega events of the city (Hong
facilitate users’ abilities to obtain detailed infor- Kong Tourism Board, 2011).
mation about various issues such as the cheapest Airlines also use apps to further enhance travel
price for products, the latest arrivals in goods, and experiences that help their customers to manage
opinions on eating outlets, which are discussed their journey independently as they generate board-
and over social media (Edwards, 2011). App us- ing passes and track their bags (Samy, 2012). Ad-
ers extensively use mobile apps for generating ditionally, picture messaging has been created and
information about stores (Kumar & Mukherjee, integrated with apps through barcodes, and ticket
2013), brands and products. Overall, apps help tracking within users’ mobile inboxes facilitates
to extend conversations and create repositories mobile ticketing (Opticon, 2009). Furthermore,
of information by providing easy access to the apps also provide information about the airports
aforementioned types of information. that explain the various functions of airports and
In another aspect, apps can be used to educate enhance the travel experience (Amadeus, 2011).
consumers who use apps by integrating content Airlines are using this technology (SimpliFlying,

1243
The Usage and Applications of Mobile Apps

2011) to enhance users’ experience by personal- are known as branded ‘sync’ apps that signify the
izing, localizing and contextualizing. The mobile ideology that if you can’t beat them, it’s best to
apps are acceptable by the users on the bases of join them. They are developed with the intention
practical ability, social elements, usage, cost, of deeper engagement with the users in mind.
support, credibility, compatibility, efficiency and These apps provide opportunities to the producers
lack of errors (Riebeck et al., 2008). Marketers of TV programs and to viewers. It was found that
recover the development cost of such apps by when audiences gets deeply involved in TV pro-
selling them to the end users and by developing grams, celebrities, stories and other elements, then
loyalty among app using consumers (Fesenmaier, viewers’ loyalty increases. ‘Sync’ apps provide
Klein & Buhalis, 2000). Furthermore, perceived different platforms to enhance the engagement
value of the visitors is important in making them level (Aversano et al., 2014).
satisfied; if the visitors are satisfied they are likely Interestingly, in the south-eastern countries
to purchase the mobile apps (Lee & Mills, 2010). of Asia, there is a concept of three screens that
European business companies are also spending includes TV, tablets and mobiles for viewing,
large amount of money on developing effective gaming and entertainment (Ahanonu et al., 2013).
and efficient apps for the visitors (Samy, 2012). This was possible because the 3G network has
Similarly, Star Alliance has developed a “Naviga- been implemented in countries such as Malay-
tor App” that provide help in tracking, searching, sia, Singapore and Thailand, and they will be
and timing flights, along with general airport soon launching 4G (Worldtimezone.com, 2013).
information. Additionally, they have produced Furthermore, social chat apps such as Line and
another app, “Free Fare Finder App,” for Android Zaloin Vietnam, through which individuals carry
and iPhone users that allows the users to compare out daily mundane discussion while using stickers,
fares, mileage, costs, dates, airports, and the emis- is exponentially growing in Vietnam. Through the
sions of carbon of every flight (EgyptAir, 2011c). stickers available in these apps, brands can deliver
Interestingly, apps are also used with other media direct messages to the individuals (Ahanonu et
platforms which is discussed in the next section. al., 2013). Moreover, in Vietnam mobile apps
could replace traditional media (Ahanonu et al.,
Apps Usage with Other 2013). Marketers can take advantage of the suit-
Media Platforms ability of mobile apps to Vietnamese users, and
obtain better results, by educating them about new
Apps can be integrated with other technologies media platforms and apps (Ahanonu et al., 2013).
to provide complete solutions to the users. For Moreover, apps are used primarily for messaging,
example, Hispanics uses mobile apps along with gaming and shopping which are discussed in the
TV, texting and music for the media centric users subsequent sections
as they use multiple media channels (eMarketer,
2012). Hispanics also adjust their text according Mobile Apps and Messaging
to the size of mobile screen of the users to make
them comfortable (McCabe, 2013). “Whatsapp” is a mobile app that is extensively
Marketers use multiple platforms such as used by the individuals as it has second position
television, events, online advertising, outdoor, in “main social networks” after Facebook. MSN,
augmented reality, viral videos and mobile apps Windows Live, Messenger, and Skype are other
to increase reach and brand engagement with the social networking platforms used by the users.
users (Walshe & Bull, 2013). “Second screen These platforms are primarily used by young
behaviour” is primarily known its use in mobile people and females, as they enjoy socializing on
apps in television (TV) advertising. These apps digital forums. Additionally, Instagram, a photo

1244
 Category: Technologies and Apps

social mobile app which was started in 2011 and app used augmented reality as it developed digital
2012, is gaining popularity. This platform is used butterflies that could be caught by mobile users. T
by around 16% of Latin Americans. Interestingly, Additionally, each butterfly had a coupon or
these social networking sites have increased the incentive that could attract users for store visits
usage of smart phones to 81% in Spain, 72% in (Ahanonu et al., 2013).
Brazil and 85% in Mexico (Casas, 2014).
Mobile Apps and Shopping
Mobile Apps and Gaming
Individuals use Apps for shopping as 87% of smart
Mobile apps are extensively used in the gaming phone users locate “deal of the day” sites to carry
arena, primarily in augmented reality. It also helps out their transactions (Nielsen, 2011). Mobile apps
marketers launch new products (Owen, 2010). are used by the individuals to generate information
Moreover, an app can give credible feedback to about brands, but they do not directly buy products
companies. For example Cadbury and Wispa (Kumar & Mukherjee, 2013). Users have issues
developed a gaming app and users played the with the screen size, internet connectivity and
game that had a direct experience with the brand. slow mobile shopping sites of brands and stores.
Users perceived that they had fun while playing However, apps can significantly change consumer
the game and the company received credible and attitudes towards shopping by mobile. A well-
honest feedback as a result (Owen, 2010). structured app can provide relevant solutions or
A new and virtual generation is emerging in suggestions to the users pertaining to brands and
the digital world that extensively uses apps. It is products. It can also provide location based best
very important for the marketers to understand deals, coupons and incentives to the users. Apps
the real and virtual worlds of individuals and then can facilitate its users to access store inventory,
comprehend the connections to between them comparisons of prices, customized suggestions
(Harwood & Ward, 2013). The search for such and finally self-checkout, which enhances their
understanding can be carried out via mobile apps relationships with mobile shopping (Kumar &
as users play several games in the virtual world Mukherjee, 2013).
via mobile apps. Additionally, the convergence of Individuals reach out to friends and family
media and technology is extremely critical as it while shopping via mobile phones. They text and
captures traditional and new platforms. It would send instant messages while buying personal care
be interesting if mobile apps would be used for products, apparel, digital products and entertain-
the virtual world with 4G technology as experi- ment. Mobile apps help users to upload videos
ence based on augmented reality can be enhanced of their shopping activities on social networking
(Harwood & Ward, 2013). For example, the game sites (Ali et al., 2011). Overall, the mobile makes
Magnum was launched recently where real-world shopping and shopper marketing a more social
and augmented reality experiences were integrated experience, in addition to the other benefits it
(Neff, 2012). provides.To summarize, we can say that mobile
Furthermore, games on mobile phones are apps are extensively used by the individuals and
widely played by smartphone users. Brands are have changed their lifestyles. Marketers have to
trying to integrate this usage pattern and would capitalize this medium and use it for marketing
like to capitalize on it further. For example, the the brands and products. In the next section we
i-butterfly app was developed by Dentsu Mobius would discuss how mobile apps are been used in
to attract the users in Singapore to a store. This marketing.

1245
The Usage and Applications of Mobile Apps

Mobile Apps and Marketing Historically, SMS has been used for brand
building and other promotions in marketing
The major transformation in mobile technology (Barwise & Strong, 2002). SMS and text-based
happened when the iPhone was released in 2007 marketing was popular until 2009 but now mobile
(Sobhany, 2010). Historically, companies used apps represent a major part of the mobile market-
SMS and MMS to reach out to consumers (Yaniv, ing budget (Krazit, 2009). Mobile apps have also
2008). However, this marketing approach was in successfully developing the mobile marketing
considered to a nuisance by consumers (Samanta, ecosystem (Malik, 2011). Congruent mobile ads
Woods & Ghanbari, 2009). This, coupled with the are viewed as less intrusive by the users, which
growing dominance of the mobile brought on by help to develop positive attitudes among them
the iPhone, allowed apps to emerge as a new and about marketing. In turn, the usage of the app
innovative mobile tool for marketers (Blackburn, and its users’ intensions to purchase products
2010). Overtime, several softwares have begun also increase. This is an important insight for
to provide personalized solutions to users while marketers as it identifies that mobile advertising
they use mobile apps (Lovison, 2010). Eventually, through apps helps to reaches potential consumers.
overall app users’ who are also consumers, their It also shows that the users are open for persuasive
engagement increased as there were two-way contextual messages via apps, particularly in ways
interactions with brands via apps (Rohan, 2010). they view as non-intrusive (Huhn et al., 2011).
Mobile apps help to break marketing clutter, as However, mobile apps usage is not restricted to
they connect users with relevant content (Johnson, messaging, gaming, shopping and marketing as
2010). They allow users to work according to their we found that this tool can be used for research
needs and in comfort. For example, Hulu delivers projects Mobile apps can deliver good quality of
a free app for accessing unlimited TV programs; data as individuals are widely using this tool. It
other apps provide services such as helping users would be interesting to know how apps can be
to develop shopping lists plan their travel and carry used as the research tool and in neuroscience as
out banking transactions. The app revolution is also this would be new and effective tool that can be
significantly driven by peers and social networks used by the researchers in the future.
of users. Additionally, friends affect the usage of
social apps such as those for networking, dating Mobile Apps and Researching
and gaming, in contrast to personal apps such as
banking that lack the social element (Taylor et Before the Internet evolved as a research mecha-
al., 2011). In the same vein, the value of mobile nism, respondents’ direct responses were used
apps increases via the direct network effect and for research. With the advent of the Internet on
enormous diffusion of technology among the users mobile devices, individuals have extensively
that goes hand in hand with the social experience used smartphone and tablets (Olenski, 2012)
of many apps. Moreover, marketers have ample and researchers now collect data via these tools
opportunities to connect with consumers via apps; (Lynch, 2012). These devices allow marketers
their reach and frequency develops rapidly as users to retrieve the data easily and develop strategies
can be targeted on mobiles, through which “on quickly (Olenski, 2012). Mobile apps can be used
the go” connections can be developed (Taylor et anytime and anywhere and the content can be ac-
al., 2011). Finally, it is important to note that the cessed by respondents very easily. For example,
process of creating and marketing apps is decen- Nielsen has used a mobile app to conduct a study
tralized because individuals vary in their usage on young adults in South Africa, with respondents
of different apps according to their needs (Taylor, giving prompt responses about “in the moment”
Voelker & Pentina, 2011). behaviour, moods and locations (Benezra, Conry

1246
 Category: Technologies and Apps

& Singh, 2010). Additionally, apps work very ent issues can be easily captured by the apps on
well as a research tool for sports-oriented studies the Internet (Wirth & Zeng, 2014). However, it T
because live moment with immediate respondents is important to note that apps are not helpful for
and respondents’ behaviorsneed to be captured. research into all demographics; they are useful for
They can also be used to measure consumers’ research primarily for those in the age of 16-34
product preferences and relevant packaging (Wil- years (Dubreuil & Joubert, 2012). Research can
liams, 2012). It is very easy to use 3D along with become interesting when mobile apps are used as
apps, and it could facilitate in developing better innovation techniques such as gamification and
simulations, products, demonstration, gaming and social sharing can be easily used for the studies
marketing that (Williams, 2012) could facilitate (Link, 2011).
research in all these domains. Marketers receive Unlike a traditional focus group, a mobile
high quality of data when they use an app as indi- app-driven study allows participants to collect
viduals feel that it is a fun and they enjoy sending the visual data with pictures and videos in the
the responses (Williams, 2012). natural and real-life environment. The interac-
Additionally, it is important to develop high tions and discussions of the respondents from
engagement with the users when they download different locations can be captured easily with-
the app. Respondents prefer mobile apps as a re- out the physical presence of the moderator. This
search tool as they can do their job while they are research can be undertaken for several days and
“on-the-go” (Dubreuil & Joubert, 2012) as 70% of over the course of a few weeks as respondents do
mobile usage is on applications and the Internet not change anything in their normal routine life.
(Ericsson, 2012). When apps are used for research This approach is helpful as it provides valuable
it is very flexible, enjoyable, engaging, interac- insights and multi-dimensional content. Research-
tive and convenient for respondents (Dubreuil & ers install apps in the mobile phone of respondents.
Joubert, 2012). Apps also increase the participa- One way to do this is through the SocioLog app,
tion rate of respondents because it is close to the which can be acquired from the App store. This
“moment of truth,” and has a high reach, quick app allows respondents to insert pictures, videos,
turnaround time, large geo-located respondents, and undertake discussions in real time (Wirth &
low cost, high accuracy in data collection and is Zeng, 2014).
more personalized (Wirth & Zeng, 2014). When
respondents use apps for giving their responses it Mobile Apps and Advertising
facilitates them to access other media platforms
when they are multi-tasking (Dubreuil & Joubert, Innovative and creative brand communication
2012). Apps help in undertaking ethnographic channels target the existing and prospective
and qualitative research as respondents receive individuals via branded mobile apps. Branded
natural environment and real life situations. The mobile apps are known as downloaded software
respondents’ experience about the products and that portrays brand identity via the display of the
services can be easily captured via apps without app name and logo throughout usage (Bellman
researchers’ physical presence (Robbins, 2011). et al., 2011). For example, Colgate has the “Max
Apps help in acquiring real time data and mobile White Photo Recharger” app that allows users to
behavioral data by running experiments. This tool edit their pictures, brighten their teeth via virtual
can also be used for understanding the brand feel- Colgate tooth brush, and share the edited photo
ings of the users’ ad tracking and reaction of the with their friends (EXICON, 2011). Another such
individuals to various campaigns (pre and post). app is the “Mini Getaway Stockholm” which al-
Individuals’’ emotions and feelings about differ- lows users to virtually drive the car in a reality

1247
The Usage and Applications of Mobile Apps

game, receive incentives, and get a chance to win Interestingly, around 46% of tablet users use
the car in the real world (EXICON, 2010). Such newspapers and magazines apps on a regular
branded apps supply exclusive brand experiences basis as they are considered to be exclusive and
that user’s desire (Kim et al., 2013). interesting (Elkin, 2011). Browser-based apps
Branded apps are the new avenue that facili- have a significant impact on the users compared
tates the development of relationships with the to in-app ads (Malik, 2011). It has been found
individuals (Spriensma, 2011). It was found that that mobile users are more likely to view mobile
70% of mobile users in the USA have down- ads. Smartphone users are six times more likely
loaded such apps (AdMob, 2009). This broad to watch in-app ads than basic feature mobile
usage allows brands to comprehend many user phone users are (Elkin, 2011). It was identified
experiences and their reactions towards the apps. that click through rates for mobile banner ads
This allows brands to tailor their approaches to were high compared to non-mobile banner ads.
the users. User experiences on branded apps can These ads were viewed extensively on the Apple
be increased by understanding peoples’ attention phones (Rosenkrans & Myers, 2012). After un-
spans, focus areas (Hutton & Rodnick, 2009) and derstanding the usage and application of mobile
interactivity (Moceri et al., 2011). In addition to apps it is important to comprehend challenges
the tailored experience such apps provide, users and opportunities in this area as it would deliver
also find branded apps appealing because there the holistic perspective.
is no intrusion of ads (Hutton & Rodnick, 2009).
Overall, branded apps help enhance the overall
engagement level of users with brands (Kim et al., CHALLENGES AND
2013) as they provide a sensory-rich environment OPPORTUNITIES OF MOBILE APPS
including pictures, graphics, sounds, and anima-
tions (Aboulafia & Bannon, 2004). They excite The challenges of using apps as research tools
users and enhance their curiosity levels through include difficulty in installing apps in Blackberry
novel stimuli (Lang, 2006). Furthermore, branded and Windows phones, respondent withdrawal from
apps can be divided into two categories; those that research before completion of responses, a lack
are utilitarian in nature and those that are experi- of incentives for respondents; without balance
ential and primarily meant for entertainment. In between the amount of activities and interest-
terms of the former, such apps easily help users to ing tasks (gaming), then responding becomes
accomplish their objectives and goals. Utilitarian time consuming for users and they lose interest
apps provide incentives (Chandon et al., 2000) (Wirth and Zeng, 2014). Surveys via apps cannot
that lead to extrinsic dimensions. Experiential be longer than 10 minutes because respondents
apps, on the other hand, are associated with fun get bored and stop giving responses (Steel and
and enjoyment (Vorderer, 2001). Users can adjust Rao, 2014). The other challenge of mobile apps
the view and information in their own customized is that they primarily target high income group
interfaces according to their personal specifica- individuals, and lower income earners are ex-
tions (Kim et al., 2013). They are able to control cluded from studies. As a result, the sample of
these apps, and they are often preferred because the study gets skewed towards the high income
of the intrinsic enjoyment they provide (Jacques group earners. It follows those apps as research
et al., 1995). Additionally, entertainment elements tools are more applicable to developed nations
are very important for branded apps in general; as there are fewer issues with, connectivity while
informational content is more desired for service in emerging countries there are many problems
branded apps than for those related to products related to Internet access. This leaves respondents
(Kim et al., 2013). in less developed nations unable to use apps and

1248
 Category: Technologies and Apps

give responses for research. The other challenge (Casas, 2014). Detailed studies can be undertaken
is app usage by the individuals. For example, in to understand these elements. It is important to T
Vietnam individuals use pre-loaded apps and do note that there is currently very little research on
not download new ones. In the US many people mobile advertising in the US compared to that
use only five to seven applications as others are which takes place in Europe (Okazaki & Bar-
not considered to be beneficial (Walker, 2012). wise, 2011). Future research on mobile search,
The new trend in mobile apps is that marketers device-readable printed codes for print ads, and
are integrating them with wearable technology user generated content (Okazaki & Barwise, 2011;
such as smart glasses, smart watches, and other Laszlo, 2009) can be integrated with mobile apps
lifestyle technology. Via such apps, marketers for effective results.
educate the users about new features and functions Mobile technology could be further expanded
that can help them to enriching their lifestyles. to remote areas of the world (Shahid, 2010) and
Moreover, apps are developed to engage users emerging markets could widely use such technol-
through personalized mobile sites. The emotional ogy in their daily transactions. This would allow
element exploited by rich media such as apps is for excellent opportunities for products and brands
very relevant and will likely be enhanced further to engage and retain the user. It also implies that
in countries in South Eastern Asia. Additionally, thoughtful, detailed, individualized, meaningful,
community driven platforms will likely be inte- intelligent and well targeted mobile experiences
grated with branded apps. On another note, the will be even more important in the future (O’Kane,
main function of apps in the future will likely be 2013), which could happen very easily via apps.
based on education and knowledge and meaningful This would necessitate comprehensive and robust
service of products (Ahanonu et al., 2013). Mobile research.
apps have the advantage of portraying the identi- However, marketers are still in a dilemma
ties of the users, and therefore brands probably about the mobile experience and strategies. They
will continue to develop exclusive experiences want to know where they should focus more on
for users as they would share news and informa- QR codes, apps or mobile websites and how they
tion with their friends and families (Ahanonu et could integrate them further across the mobile
al., 2013). With all of these positive benefits, it device’s capabilities. This integration of mobile
makes sense that mobile apps will likely become apps with other components of smart phones
a longterm investment strategy for marketers presents another important area of research. An
(Ahanonu et al., 2013). After understanding the additional potential facet of research could be
comprehensive perspective about the mobile apps augmented reality and interactive ads (Walshe
it is important to know the future studies that can & Bull, 2013) along with mobile apps. These
be conducted in this area. domains will likely become very strong infuture
years. Interestingly, future studies can be carried
out on how 3D could be used along with mobile
FUTURE OF MOBILE APPS apps as a research tool (Williams, 2012). It would
not only help researchers generate good qual-
Individuals use mobile phones primarily for so- ity data, but respondents would also enjoy the
cial networking (around 80%) and have different benefits of a pleasurable experience (Williams,
preferences for apps. It is important to understand 2012). It would be interesting to identify how 3D
how companies and organizations accomplish could be integrated with other new and traditional
initiatives for their brands that can be custom- research tools as multiple methods are used for
ized for the users and tailored via mobile apps robust projects. Furthermore, comprehending

1249
The Usage and Applications of Mobile Apps

which areas of marketing research mobile apps used to buy a product or to relax one’s mood. It
and 3D would work efficiently will help scholars is also important to comprehend “me time,” and
conceptualize their projects. what this means to users, in the development of
Another area to explore in the future would effective apps (Draper & Stucky, 2013).
be mobile gaming areas with augmented reality, Lastly, future research could be carried out to
which will likely be focusedin subsequent years by understand how branded apps could be integrated
both the industry and scholars. Additionally, future with other mobile technologies such as bar codes,
studies will probably be conducted to understand location based services, and smart phone motion
how the screen size of the mobile phone affects sensors to develop long term engagement with
preferences regarding in-app advertising and the users (Kim et al., 2013).
click through rates. Moreover, it could also be
understood how the content of the in-app adver-
tising influences the user behaviour primarily for ACKNOWLEDGMENT
in app advertising (Rosenkrans & Myers, 2012).
In addition, there are several research studies on We would like to thank the editor and the anony-
mobile environment and interactivity (Park et mous reviewers’ who helped us in enhancing the
al., 2008) but there could be further studies on in quality of our initial draft of the article. We would
app advertising primarily for static and animated also like to thank Mr. Dhruvinkumar Chauhan for
images, interactions and content, design, layout, his assistance in the project.
timing, frequency, pull and push campaigns for
comprehensive insights (Rosenkrans & Myers,
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