Unlocking Mobile Growth in 2025
Rewind 2024: The mobile app is now a primary medium of communication between brands and their customers. A critical channel for retailers, what is in store for its future success?
The average smartphone user opens nine apps per day and about 30 per month, and 84% of smartphone owners use apps right in the morning. Mobile apps have clearly become an indispensable part of our lives. For brands, mobile apps are the “must-have,” with 82% of marketers saying they are one of their business’s primary customer acquisition, engagement, or retention channels.
Brands are using mobile apps to deliver on customer expectations, personalise user experiences, and enhance brand experience. As per Branch’s State of Mobile App Marketing 2025 Southeast Asia report, the essential focus for marketers is on improving customer lifetime value and driving sustainable growth, which can be achieved by investing in increasing visibility and downloads and enhancing user engagement, focusing on retention.
The success of a mobile app boils down to the quality of experience it offers to customers. An app that halts every now and then, asks for too many updates and frustrates users more than it offers convenience, doesn’t stick.
Martechvibe examines the 2024 literature from industry leaders and in-house editorials to establish the attitudes and insights that define the current state of the mobile app landscape. The following articles highlight what goes into building the right mobile app experience.
1. How to Protect Your 5-Star App Store Reviews
With gazillions of options in apps, brands must innovate to be the one their customers choose over competitors. While many mobile app developers excel at creating innovative apps that captivate users, they often lack the time and expertise to build apps that are completely secure and fraud-proof. There is a pressing need for a solution that can seamlessly integrate both high-quality user experience and robust cybersecurity measures.
2.Data Harmonisation is Hero for Super App Success
Superapps have taken over regular apps. Why install 10 different applications when one can do the job of all? Customers advocate superapps owing to the convenience they offer. But for these multiple services to function efficiently, there must be a seamless integration amongst all branches of data. Superapp success necessitates strategic and responsible data collaboration practices.
3. The Mobile-First Economy Demands Unified Customer Experiences
Research shows that nearly 3 out of every 4 website visits happen on a mobile device. Yet mobile apps and websites are often treated as siloed channels, managed by siloed teams and powered by siloed data. Winning brands will prioritise generating cross-channel journeys that bring together touchpoints in the app without disrupting customer experiences.
