When it comes to app growth, it can be difficult to measure success beyond installs. Now mobile app experts DigitalTurbine and Apptopia released a new report that aims to understand how brand awareness and install intent deliver app growth and strengthen app brands. Their BRAG (Brand Relative App Growth) Index shows which apps are users’ favourites across five main categories.
Netflix and Prime are much-loved video apps
Netflix and Prime apps had the highest brand love, a factor that’s measured on strength of favourable opinion, willingness to recommend, and trust among those aware of each app. Brand love translates into time spent, that is users are also spending more time on their favourite apps.
Top video streaming apps for brand love
Source: DigitalTurbine
Disney+, Hulu and HBO Max were other top streaming apps. Amazon Prime’s brand power, i.e. consumer interest in installing its app, was highest at almost 17%, followed by Netflix at 15% and Disney+ at 13%. Paramount+ and Hulu also ranked in the top five.
For apps with low brand power, the focus should be on discovery strategies to drive awareness. Creative formats that tell interesting stories are great tools to draw attention.
Interestingly, the report also measured the improvement in user opinion which is usually an indication of where an app is headed. Paramount+ scored highest on the brand compass for video apps at 20%, followed by Peacock TV (18%).
Amazon also leads in music and shopping
A look at the top music streaming and shopping apps shows that Amazon dominates here too, both for brand love and power.
However, in music apps TouchTunes, BrandLab and Bose Music all managed to improve user opinion of their apps.
Music apps on the rise
Source: DigitalTurbine
Fetch, Target, Walmart and Shop round out the top five shopping apps for brand trust and user willingness to recommend the apps.
The BRAG Index also measured social apps. Interestingly, here Life 360, Messenger and Facebook ranked top for brand love. Messenger (14%) and Facebook (13%) dominate for brand power, followed by Instagram and Twitter, but it seems user opinions of Facebook are dropping fast (around -4%).
Facebook and TikTok have trust issues
Source: DigitalTurbine
Interestingly, TikTok was the social app with the highest deterioration in user opinion at -25%. This may be due to ongoing security and privacy issues the app is facing.
Key takeaways
- Netflix and Prime apps had the highest brand love for video apps
- Amazon Prime’s brand power, i.e. consumer interest in installing its app, was highest in entertainment and shopping apps
- Facebook and TikTok are dropping in user trust
The post App love – Amazon takes top spot for brand power in entertainment apps appeared first on Business of Apps.
source https://www.businessofapps.com/news/app-love-amazon-takes-top-spot-for-brand-power-in-entertainment-apps/
