Gartner for Marketers Research

Intelligence Report May 14, 2019

Mobile 2019

Mobile apps enhance the usability and connectivity of smartphones, forming an important facet of the digital revolution. Retail apps grab a minor share of the overall time consumers spend on apps, but viable models of success have emerged: utilitarian apps that drive customers to interact with products and services and experiential apps that deepen engagement among targeted, valuable audiences. Best-in-class brands drive app downloads and usage at different digital touchpoints — from app store search to mobile sites — and follow through with premium app features that support high retention.

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