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Thumb Conundrum: 60% of One-handed Smartphone Users Ponder App Placement

The growth of mobile app penetration has been exponential in the past few years. Whereas mobile apps were previously considered a niche market, people of all ages are now downloading and using them on a regular basis while also contemplating exactly where to situate the apps on their phone.

One of the greatest achievements in ICT has been the rise of mobile devices and the subsequent uptake of mobile applications, thus replacing the traditional PC as a means of finding content. We now access news feeds and blogs and search for information through our mobile devices. It is for this reason that content marketers must pay more attention to the content in mobile applications.

A notable benefit of mobile applications is the engagement they offer.

To increase the consumers’ loyalty, however, marketers will have to consider their apps carefully, and work to build up strategic content. They can successfully do this by developing their presence across a variety of mobile platforms and creating personalized communication to fit a range of consumer interests.
Mobile apps are vital for marketers since they help companies improve brand identity, thus encouraging loyalty and commitment. Research shows that a majority of consumers feel much better when connected to a particular brand. Thus, an effective mobile app ought to offer a complete brand experience, which includes distinctive content, videos, photos and games that help communicate the identity, value and ethos of the brand.

Mobile apps have allowed content marketers to generate leads without having to blog regularly.

This is primarily due to the fact that apps collect more accurate “intent” (data from visitors). With apps, your audience better identifies with and appreciates your well-researched content. By using mobile apps, visitors consume the most relevant content in the right proportions.
Consumers are becoming better informed by the day, so your content has to be above average if you are to catch the attention of your target market. Mobile applications make it more efficient to brand your content based on your target market, and so apps need to be packed with valuable information upon download to get mileage on mobile devices. Consider the fact that most smartphone users place important apps on their home screens. According to ComScore’s 2016 Mobile App Report, a whopping 60% of one-handed smartphone users factor in how far their thumb needs to reach to tap an app when deciding where it’ll live on their phone.

Placement stresses the importance of app designs and app features.

In order to make an app “stick” to the homepage for that quick thumb reach, marketers should work closely with app designers to ensure they’re offering a memorable experience. Onboarding must be quick and painless, with simple signup features that are intuitive and seamless. Navigation should feel uncomplicated and easily discovered. Push notifications shouldn’t nag, and instead, they must offer information that app users need in the moment. Finally, perhaps the most important element that leads to app success is that the content offered should be valuable, high-quality and provide an experience outside of what is available on the web.
The revolution is already underway. Smartphone apps are now dominating the digital universe, and it’s only a matter of time before they utilize the majority of all digital media time. They are gaining share across every part of the market. Prudent content marketers have seen the potential of apps and already jumped onto the bandwagon. Their convenience and ease of access have helped build brands and improve sales.

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