Why the arts should be wary of apps

As the number of iPhone apps downloaded from Apple’s store has reached the 10 billion mark, many marketing managers across the arts industry are wondering if they should create content to engage smartphone users more directly. While the number of apps being downloaded is truly massive (and does not include the Google Android smartphone or others on the market), it’s worth scrutinising the rationale for creating a branded app. Recent research by digital analysts Localytics, found that 26% of downloaded apps were used just once and this proportion is increasing. The smartphone market is in a state of flux: Apple’s iPhone and, more recently, BlackBerry have lost their lead to Google’s Android handset in the USA – and where the USA leads, the UK may be expected to follow. Currently, app formats are not transferable between mobile platforms, which means that any brand wishing to reach all smartphone users must create multiple apps.

On average 5% of traffic to our clients’ websites comes from mobile phone users, which provides a useful guide to how much an arts organisation ought to invest in content and marketing designed specifically for mobile handsets. Smartphones are, however, an increasingly important platform; recent projections suggest 75% of all UK phones will be ‘smart’ by 2015. So how can arts organisations go about creating a cost-effective mobile presence?

Mind Unit is currently developing an alternative approach for The Photographers’ Gallery. As the largest public photography gallery in London, it has a mission to encourage new talent and engage the public. It is working on creating an online gallery to encourage members of the public to share photographs they have taken via their phones, capitalising on the quality of camera technology in smart phones and their accessibility. Rather than developing a costly range of apps, Mind Unit is creating what’s known as a ‘web app’ which is a specially designed version of a brand website for mobiles. When it comes to any brand marketing, our view is that apps have peaked as an effective route and this year will be the year of the web app. Not only do these sites have the look and feel of an app, but they are also more cost-effective to develop because they work across all handsets.

Web apps are also perhaps more suited to delivering the kind of information most consumers want from arts organisations. Typically a mobile will be used to look for instant, time-sensitive information, related to location, opening or performance times. Desktop websites tend to be used for research, planning and purchasing tickets. Smartphone Apps are certainly here to stay, but while they’ll work for big-budget projects linked to exciting new content or marketing initiatives, for everyday engagement with mobile audiences and stakeholders, there’s a far more cost-effective alternative.