By Ed Coburn • 01/14/2014
The kind of apps people want make life easier and more fun. Free, quality content with a smoothly-functioning interface is the key.
As tech industry observers like to note, the world of apps is wild and wacky. Apple announced last June that it now offers more than 1 million apps in its store. And if you pick up or click to pretty much any tech publication these days, you’re guaranteed to see at least one app review, to help bewildered consumers navigate this crowded field.
Of course when you read those articles, you’re getting a lot of personal opinion, and in tech land, much of that turns out to be excitement over flashy technology – no surprise there. So what kind of apps do people want, really? For magazine publishers, the answers are fairly simple.
And as Mequoda always makes clear, in our world there are two distinctly different types of magazine apps. The first one we advise publishers to create is the app that delivers your digital magazine. If you’re still in the early stages of creating and marketing your digital magazine, we’ve got plenty of free advice, the same advice we give to clients.
Then, once your digital magazine and its app are fully functional, you can start considering magazine-branded “gadget” apps, which can do almost anything you want.
First let’s consider what kind of apps people want in a digital magazine app.
What kind of apps do people want? Apps that include free content.
The universal complaint in consumers’ app store reviews: The app is free, but there’s nothing there! Creating apps that are nothing but sales vehicles for your subscriptions drives your audience crazy – and these folks will never be back to your app. Worse, they’ll tell their friends, family, Facebook and everyone else who downloads the app all about it.
And that, as it turns out, could be deadly. A late 2012 study from IT company Compuware, Mobile Apps: What Consumers Really Need and Want: A Global Study of Consumers’ Expectations and Experiences of Mobile Applications, made a critical finding: 84 percent of mobile device users say app store ratings are important in their decisions to download and install a mobile app.
That’s why including free content – preferably every day, to encourage continual engagement with your brand – is one of Mequoda’s magazine app best practices. Some of the digital revolution leaders such as New York do exactly that: New York features free daily news content in its app, accessible by swiping up a “windowshade” that rolls up over the magazine content.
Other publishers such as Bonnier and Bloomberg create separate apps to deliver daily content related to their digital magazines. They’re not “gadget” apps, because all they do is deliver news, but they are outside the magazine app, making them something of a hybrid.
Bloomberg for iPad offers customizable stock market quotes and market updates for indexes, futures, bonds, currency and commodities. Bloomberg sells advertising to support this free content.
Bonnier launched a similar daily news app that complements Popular Science in 2010. According to Senior Consumer Marketing Director Bob Cohn, The Future Now, produced in four separate versions for Apple and Android phones and tablets, averages about 20,795 page views per day.
When Bonnier compares page views to downloads, they conclude that The Future Now users are using it daily or at least several times a week, indicating high satisfaction – a finding backed up by the universally high ratings its users give it, a rare event in the app world.
The Future Now, while it supports Popular Science, is licensed to its app developer, Zumobi, and carries advertising for that company.
What kind of apps do people want? Apps with good functionality and usability.
The study noted above, Mobile Apps: What Consumers Really Need and Want, included these key findings:
- Users will not tolerate a problematic mobile app, and will abandon it after only one or two failed attempts.
- Dissatisfied users are driven to competitive apps and will spread unfavorable reviews in person and online. (And remember, 84% of survey respondents said that those reviews are important to them.)
- Consumers want to download an easy-to-navigate app that delivers a suite of key functionalities and mobile services through an intuitive, entertaining user interface.
- Consumers expect an app to identify what device they are on and present them with the right set of options and functionality for that particular device.
For example, PC Mag praises Monster’s iPad app because it’s simple for most of the global population to use. “For anyone who’s used an iPad for 10 minutes … the app looks familiar. Touching the text fields calls up the virtual keyboard. Tapping a result maximizes the text. Swiping from right to left lets you scan through results. Changing the orientation of the tablet rearranges the content on the screen. It’s all quite friendly—and functional.”
And remember that well-received PopSci app above? It’s probably not a coincidence that its users turn to it daily when Bonnier has taken the trouble to design it in four different versions to make it available to more than just iPhone owners.
These are the features that should be part of all magazine-delivery apps. But when it comes to “gadget” apps, consumers are even more demanding. Here are some features you’ll have to keep in mind for these apps.
What kind of apps do people want? Apps that include quality content.
Of course it goes without saying that the free news content you include in your magazine delivery app should be of high quality. But once you’re in gadget app mode, it’s more important not to skimp on either quality or quantity.
When you read those techie app reviews, it’s notable that aside from the technology, the one thing the reviewers zero in on is the usefulness and quality of the content. PCMag’s recently-released Top 100 Apps include several publisher apps, such as IMDb’s free app, which is praised for its wealth of movie trailers, information on popular actors, and list of currently theatrical releases – it’s a “must-have for movie buffs who want the latest Hollywood news,” says PC Mag.
Then there’s the Yelp app, also free, whose restaurant, hotel and similar reviews PCMag says are “surprisingly good.” And when it comes to news, PCMag singles out Reuters’ free app as better than the others in a crowded field:
“Reuters News Pro delivers the venerable newswire’s core product, news and market data, with a broader experience than either NPR’s magazine-style app or Bloomberg’s finance-heavy app. The app features dozens of customizable categories, a personalized watch list for business news, and geographic-specific news views.”
And Mother Earth News (MEN), a top Mequoda practitioner, offers more practical, high-quality apps than almost any other magazine we know off, such as apps to help users decide when to plant, design gardens and can their produce. Two of these apps, in fact, have been recognized by WIRED as top apps in their categories.
Bonus: MEN’s apps are so popular with users and advertisers alike, “We’ve paid off our development costs with adverting sponsorships and sales in short order,” reports General Manager Bill Uhler. Now that’s high quality content!
What kind of apps do people want? Apps that make life easier or better.
PCMag’s review of Condé Nast’s free Epicurious app notes that users can “find recipes by main ingredient, course, cuisine, dietary consideration, and dish type, and even by season or occasion,” making it a snap to find exactly the right recipe no matter what the occasion or need.
If you’re too sick to cook, however, you’ll want to open WebMD’s free iPad app, where you can search through symptoms to identify your condition, all without having to navigate the much more complex WebMD website.
What kind of apps do people want? Apps that leverage mobile technology.
Mobile technology has become increasingly connected in consumers’ minds with personalization, real-time and real-place communications, and above all, social sharing.
As Compuware’s study puts it, “Consumers want proactive and relevant (to them) information and services within the context of their location at a particular time.
“An app has to push out personalized content, offers and perks based on their interests, while providing the ability to share offers, news and product recommendations virally on their social networks.”
What that means for publishers is taking your niche and delivering relevant information that your audience can access on the fly, customize to their specific needs and share with their friends. Some ideas that consumers say they want apps for:
- Apps that help them plan and navigate trips, or translate foreign languages offline (travel publishers)
- Apps that identify plants and offer buying, growing or elimination advice (gardening publishers)
- Apps that store personally important locations such as historical sites, places you’ve passed by and want to visit later, even personal sites such as where you met your spouse or got your first kiss – use your imagination! (travel, shopping, family publications)
- Apps that identify your favorite authors and musicians, based on your library, and notify you when new works are coming out, and when and were concerts or personal appearances are planned (music and literary publications)
These are just a few ideas gleaned from (where else) the Internet, and they can be adapted to a huge variety of niche markets. An arts and crafts publication could offer an app that allows users to store photos and an inventory of all their supplies so they never buy duplicates or leave the store without something they need. A B2B publication app might scan employment sites for appropriate jobs. And I shouldn’t have to go into details on the enormous variety of apps that cooking and health publications could offer!
In short, as consumers become ever more attached to apps, and as publishers become more tech-savvy, it’s critical to know what your consumers want. And of course, we’d be interested in hearing your own ideas for apps, and what you think consumers want, so we can continue to monitor this changing marketplace.
Posted in Digital Magazine Publishing