An interesting piece of research from Flurry suggests that only 25% of apps installed on smart phones last longer than 90 days.

Further to this Revolution reported on the study, raising questions over the ability to use smart phone apps for brand building.

In our opinion, it only goes to confirm the fundamental rule when create any content for online. Make it relevant and useful to the user.

If you have ventured onto the iTunes App Store you will see that it is awash with low quality, “spammy” apps which are either being given away for a short period or for a low price (59p).

The viral effect of big brand apps such as the Carling iPint works wonders, but you don’t see Apple promoting it on the iPhone TV Ads!

“Want to look like your are drinking a simulated pint, instead of actually drinking a pint? There’s a app for that” No!

Why? Because it provides no added value to the iPhone other than a bit of a giggle.

To ensure that the your app is going to do your brand justice you need to plan your app with the following in mind:

• Long last engagement
• Short term, viral effect

Long term engagement

These are the apps that are going to last longer than 90 days.  Specific to a users needs, some brands are going to have to be very inventive to ensure people keep these on their phone for longer.

Examples of this might be, a major high street bank creates a money management app to help keep their finances in check.  Ora cinema might create an app to keep movie lovers up to today with the latest releases, showing times and offers.

Smart phones are the sexy, quicky cousin of the humble PC. They don’t want lots of little apps cluttering up their screens. Chances are they won’t last that long.

Short term, viral effect

If you are going after this market then expect these to be the apps that this research is talking about.  These kinds of apps with have a short shelf life as users become bored of the same functionality which provides little or no value.  Once you’ve bored yourself and all your friends with it, chances are you’ll be deleting it!

A possible way to increase the retention is to update the app with different versions to improve the appeal.  Pocket God on the iPhone is a good example of this, like a cyber pet you keep alive, each update has new features and quirky updates to keep people interested and engaged.

Reality is that much like a viral campaign via email, you will need to create a lot of smaller, regular apps and updates to keep it alive.

Own an iPhone? Please take this 3 question survey based on this research.