Building an Addicting App For Mobile Users

By September 14, 2010

Rather than numbers of downloads or pricing, incorporating addictive content can be the best way to creating a successful app. Discussing content and commerce at Appnation 2010 in San Francisco, Brian Monahan and Michael Gutkowsk

i discussed why repeat usage is the most important part of powerful app strategy.

As the Rotary Club eradicated polio, says Monahan, Silicon Valley has eradicated boredom. Whether or not that is true, the senior vice president of Interpublic Media is referring to the specific role that mobile media plays in consumers' daily lives. Data usage is surpassing voice usage, with consumers accessing the Internet several times per day - many prefer using the mobile Internet over the computer-based Internet. Not only is mobile access popular, it does not detract from other media - instead of choosing it over television, for example, people use it at the same time or to occupy themselves during "dead time" throughout their day.

This common practice of repeated access while commuting, relaxing at home, or before bed lends itself to somewhat obsessive behavior. The urge to see what's going on with social networks, breaking news, or other key interests is behavior that developers must keep in mind. Mobile users want to check up on topics as much as ten times a day, and supporting that behavior will keep an app fresh, on the home screen and out of the trash can.

Michael Gutkowski's current project rests on consumers' passions and their drive to keep constantly updated on them. LMK from the Hearst Corporation has introduced a plethora of niche-catering apps that focus on a single sports team, musician or celebrity. The count reaches 71 iPhone app store, and the Web site encourages subject submissions, if a user needs something outside of a list that covers subjects such as coffee, Linsday Lohan and Coldplay. The LMK collection gives push notifications to smartphone owners, as well as complete customization for advertising partners.

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