Mobile app upkeep can be expensive, but DigitasLBi will continue to iterate on the app with small incremental tweaks rolled out over the course of a few weeks as more customers spread the word and download. The app’s final price tag will be determined by the number of iterations required.
“It’s an organic living thing that needs to be fed, watered and grown over time,” Austin said. “We want to make sure were actually engaging customers, that this app is viable enough to them that they want to keep it and keep using it.”
Standalone branded apps face low survival odds in today’s app ecosystem. Only 1% of branded apps are downloaded by users more than 1 million times, according to a study by Deloitte. Eighty percent have been downloaded less than 1,000 times.
Ongoing app engagement is also a challenge. Thirty-four percent of millennials abandon an app because they lose interest, and one in four downloaded apps are never even used, according to research from Appboy.
“What’s hard is that most of the time people are spending time on six or seven properties,” Fresen said. “People don’t want to add a ton of stuff to their phones, and if they add it the chance they’ll keep it on is relatively low.”