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BREAKING NEWS & VIEWS
What Would You Pay for That App?Friday, June 12, 2009 As magazine brands line up to launch their branded mobile applications in coming months, most marketers will be arguing internally over the business model.  Should they let their app go free into the market and hope for ad support, or should they get some incremental revenue up front or in recurring fees? People’s iPhone app appears to be doing very well in the iTunes charts despite its nominal price tag, so others may be emboldened to re-introduce consumers to the paid model on this platform.According to recent research from Gravity Tank, developers are selling into an eager audience that is willing to pay for life-enhancing applications. In its survey of mobile phone applications users, the typical customer has 21 applications on their deck. Of this portfolio, five were fee-based downloads. When asked how much they spent on apps in the last month, 37% hadn’t paid for anything. But 14% claimed to spend $13 or more and 17% had spent $7-$12. The largest share of paid customers, 31%, spent $1-$6 in the last month. Paying customers say they are willing to pay for an app if it helps them get things done or somehow “makes their life better.” Publishers who do land a loyal user can expect a lot of activity. Mobilistas with apps use a third of their collection every day. And according to Gravity Tank, users report spending about two hours a day with their phones, with 40% of that time going to apps. And their encounters are fleeting and frequent – two hours of time spread across 30 interactions a day. The takeaway? When it comes to mobile apps, pitch the utility, the time saving, the fun. And build it for easy, quick access to the material your user wants most. If you have breaking news to share please contact Steve Smith at ssmith@accessintel.com
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