"Data-Driven Thinking" is written by members of the media community and contains fresh ideas on the digital revolution in media.
Today’s column is written by Nishat Mehta, executive vice president of global partnerships at dunnhumby.
Mobile phone owners are using fewer apps, Deloitte recently reported, and 90% have never bought an app or other smartphone content. That has some industry observers concerned.
But that isn’t the whole story. Smartphone ownership continues to grow, and users are spending more of their digital time on mobile, especially in apps. How to explain these separate, seemingly contradictory trends?
In short, the mobile app economy is maturing. Rather than fearing that the app economy is on life support, or headed that way, it seems logical that people are spending more time on mobile apps but focusing on ones that come preloaded on their phones, plus a chosen few, indispensible apps.