Conventional wisdom and anecdotal evidence suggests that smartphone users generally access a limited number of apps, maybe five or 10, on a daily basis. In addition to these sort of core apps, users download apps they use once or just a small number of times.
These extra apps are interesting because of their wide variety. Though I rarely use them, I like the fact I have a Pirate Jokes app, a language translator app and a virtual cowbell app on my iPod Touch.
Another type of extra app is one that has an intentionally limited lifespan or use period.
Marketing professionals have realized some success promoting events and connecting attendees with event-based apps. South by Southwest had apps, the Sundance Film Festival had an app and the Royal Wedding had apps.
These event-based apps offer a range of functionality including maps, news, event information and message boards. So far the majority of events with apps are associated with technology companies and others with forward-thinking brand identities.
But as more people get smartphones, I wonder if expectations among consumers will shift to an extent that 10 years from now nearly every major event – whether it be a concert, convention or ballgame – will have an app or apps for attendees and others to access information and interact.
The functions consumers could come to expect are being sorted out by developers seeking to offer apps that explode in popularity.
For the Royal Wedding, for example, there were dozens of apps including countdowns, news and pictures. But there was also a Note To The Royal Couple app, a Dress The Royals app and The Royal Wedding Drinking Game app.
I wonder what these quirky apps might mean for consumer expectations. I wonder if downloading apps, official and fun, will become analogous in importance to remembering to bring tickets to an event.
Stay tuned.
