In the first six months of 2020, iOS and Google Play apps were downloaded 64 billion times, an increase of five percent year-over-year and 10 percent from the second half of 2019. The world-wide pandemic “has changed consumer behavior on mobile forever, ” according to App Annie.
Coronavirus has dramatically reformed all of our lives. There’s no doubt about it. This be interpreted to mean that the space we interact with portable apps- specific those critical to our daily lives- has changed as well.
Here are some examples of apps in the lifestyle category( exclusively dating apps and fitness/ wellness apps) that have soon adapted to changing consumer behaviours and successfully navigated these uncertain liquids well.
Why These Labels Succeeded
Here are some common themes among the most successful lifestyle apps during this time 😛 TAGEND
Quickly pivoting product roadmap and expanding business Increasing brace stages and borrowing new in-app communication channels Frequently communicating about reforms, shutdowns, new boasts, etc. Creating educational material for current and emerging useds on different ways to use the product or service Asking their customers what they want and need- and actually listening to portable customer feedback
WARNING: If you’re an app that has obtained from a upsurge of new customers in 2020, be wary. You are likely to be gaining numerous new customers from offering free dues or longer experiments, but your real challenge starts when purchasers begin indicating they’re no longer locked or about to churn. What is the case when that 30 -day trial is over? What the hell is their response be when you remove free options? You need to start proactively employing with customers now in order to boost retention and reduce churn.
Even though people are staying home, they’re still looking for love. Harmonizing to the Economic Times, “[ dating] apps have considered a 20% increase in new useds, principally hectic professionals such as bankers, tech workers and trade financiers looking to find meaningful and long-term affinities amid a skewed work-life scenario…” In-person poses a greater risk now with state regulations as well, so matching virtually is a much lower risk experience. This pandemic has enabled more parties to get more comfy with the format of portable date. With the increase in usage comes an increase in demand for brand-new boasts- these firebrands are listening.
Bumble saw an incredible conversion spike of more than 60 percentage and an 84 percentage further increase utilization of their video and enunciate peculiarities since COVID began.
Hinge flattened out the notions of “dating from home” which enables us connect and actually go on dates from the ease( and safety) of their own homes. It’s harnessing the same facets they’ve always offered, but enclose and carton it in a new way that speaks to the current ages and customer need.
Match started encouraging “Dating while Distancing” and offered an all-new support channel for people learning how to connect online. They too started creating material with gratuities and gimmicks to adapt to this new way of dating.
Tinder used to be all about spotting regional joinings, but it liberated the brand-new produce “Passport” which lets singles to connect all over the world.
In-person poses a greater risk now with state restraints as well, so encountering practically is a much lower risk experience. This pandemic has facilitated more beings to get more pleasant with the format of portable dating.
Fitness and Wellness Apps
The shift from in-person fitness to virtual has been dramatic- in fact, app publishers in this category have investigated 47 percent growth in Q2 2020 over the previous year.
There are three main reasons why fitness and wellness apps have interpreted a spate 😛 TAGEND
People are looking for ways to improve their physical wellbeing with the hopes it will prevent future illness People are adjusting to new ways of living- oftentimes with increased stress( emotionally and physically) With the closing of gyms and in-person facilities, people must find virtual ways to attend fitness class, meeting with instructors, and change what would have been physical works
Peloton started offering 90 -day free visitations for their at-home workout application which helps gain brand-new clients. These at-home workouts were advertised as equipment-free so they were truly accessible to everyone.
NIKE RUN CLUB
Nike’s Run Club made all premium content free through mid-June as a way to gain new customers.
Headspace volunteers free subscriptions to US healthcare workers through the end of the year.
Fitbit secreted a feature that allows users to connect to physicians virtually and easily access information about rehearsal indoors. Their “Ready for Work” product enables customers to track key health metrics, as well as a lane to log evidences to help determine if they’re ready to return to work.
Even as gyms start to reopen and we begin to go back to the “new regular, ” beings will have learned how convenient in-home fitness is and might not go back to their age-old gyms. In add-on, consumers are building new long-term garbs that will continue far beyond the end of this pandemic.
While numerous in-person gyms struggled to adapt( for example, OrangeTheory had to build live canals and offered assistances through Instagram, Facebook, and Zoom virtually from scratch ), mobile-first firms were set up nicely for success. But the question now is how to distinguish yourself from your contestants. With everyone contending for notice in the same space, it’ll be vital for symbols to find ways to retain loyal customers and win back those at risk.
What other portable apps have reached positive concoction rotates despite the constantly-changing industry?
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