How can we find benefits in a mobile application? The answer is simple, since everything leads us to the ease for the user in cases of purchase, sale, among other options that you can handle in an application and all this is based on the fact that the consumer is constantly looking for quick solutions.
This has resulted in the development of new Apps which, in turn, has generated increased competitiveness in the digital ecosystem.
The categories that saw a massive increase in installs were:
– Education (66%)
– Media Streaming (90%)
– Health and Fitness (78%)
On the other hand, the increase in income in applications also had its impact:
– Media Streaming (162%)
– Music (65%)
– Health & Fitness (49%)
As we can see, one of the services that generates the greatest consumer demand is precisely the health sector. Let’s think for a moment about what it means to download an application.
1. Search the app store of your choice
2. Install the app
3. Create a shortcut
4. Enter the number of times the consumer requires
Thanks to this, the market for mobile applications for health has increased and, compared to data from a study carried out by mHealth in 2016, the increase during the COVID-19 pandemic was almost 60% in the download of apps for the care and wellness.
It is a reality that most of the available applications (65%) are focused on the “Healthy” branch: exercise, diet, meditation, etc. While 22% focuses on diseases and management of some treatment.
The latter are used in specific conditions such as: anxiety, depression, autism, diabetes, nervous system, heart, pregnancy and child health.
Emphasizing the increase in the use of Apps, we have the importance of marketing for their benefit, since it has become a fundamental piece in any growth strategy.
Despite the fact that many of the marketing actions are a challenge due to all the restrictions that exist (especially in health), it is important to know the reasons why marketing in applications should be used:
Thanks to data from a study conducted by Entravision, very important data was obtained regarding marketing to encourage the use / retention of people with applications.
And it is that on average a person has up to 15 Apps, of which 50% is uninstalled in a period of 3 months. However, 30% use them on a recurring basis.
For all of the above, generating good health marketing strategies in mobile applications will help users maintain interest and frequent use of them, so it will be necessary to pay close attention to trends, but above all to the demand of the user to continue promoting the use of technology for health.
Sources:
MHealth
Mexican leaders
entravision