There’s no doubt in this digital age that you need to engage your customers, but how far does creating an app for your business really go? On the surface, it would seem that apps make sense because consumers spend so much time using apps on their smartphones and tablet computers. But according to a study by L2 Think Tank, most of that time is spent on gaming apps, Facebook, YouTube or social messaging apps. Most business apps are fairly new, so businesses are obviously investing in apps, but most have poor ratings and are not getting used with any regularity. The study concludes that for most business owners, money would be better spent developing websites optimized for viewing on tablets, where most consumers do their pre-purchase research.
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Rieva Lesonsky is CEO of GrowBiz Media, a media and custom content company focusing on small business and entrepreneurship. Email Rieva at firstname.lastname@example.org, follow her on Google+ and Twitter.com/Rieva, and visit her website, SmallBizDaily.com, to get the scoop on business trends and sign up for Rieva’s free TrendCast reports.