The statistics on mobile app usage are pretty conflicting. You'd be forgiven for being unsure if it's worth your travel brand's time and money to go about developing an app.

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Mobile phone users spend 90% of the time on apps and just 10% in the browser, according to Yahoo's Flurry Analytics. That's pretty encouraging, right?

However, 25% of installed apps are never used, while almost the same amount (26%) of installed apps are abandoned after their first use, according to Google. There's a decent chance, then, that you'll build an app that loses users as quickly as it gains them.

The problem is, some apps aren't offering users value, says the Marketing Tech website. With that, it has provided some tips on how to go about building an app users will cherish.

1. Set specific goals

It's not enough just to set out to build an app that "makes travellers' lives easier", even if that's how you end up marketing your app upon release. You need to have a long, hard think about what YOU want to achieve with your app, be it to drive more traffic, increase conversions, or raise awareness. Having clear and defined goals will bring some much-needed purpose to your app, which will, in turn, help users get a grasp of what the app is meant to be used for.

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2. Offer users value

We've touched on this already, but proving to users that your app can add value time after time is crucial – you've seen the stat. So, whether it be through promotions, immersive entertainment or exclusive content, you've got to find a way to get users tapping on your app on their home screen. Bearing in mind storage space restrictions, if users find themselves no longer pressing on your app, they won't hesitate to delete it to make way for a new option that has caught their attention in the app store.

3. Make the most of user data

With every press on your app, users will be generating a whole load of digital data, presenting you with valuable insight into who your users are, when and where to engage with them and how to hold their attention. Your customers seek to profit from this data trail as much as you do, as they will be able to enjoy more personal and relevant content; a product of your brand having a better idea of what makes them tick.

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4. Create unique experiences

Mobile functionality – Bluetooth, GPS and Wi-Fi technology – present brands with an opportunity to reach on-the-go users with contextually-triggered messages, promotions and the like. For example, if your user data shows you engagement in airport or hotels during the week, they are likely to be business travellers. Use this information to create unique experiences that users can't get from a laptop. That's the key to getting users to keep your app on their mobile, as we see it.

However, if you're still unconvinced that an app will prove to be a worthwhile use of your travel brand's time and money, don't neglect mobile users altogether; ensure you have a mobile platform that can seamlessly integrate with your main website to offer customers everything they need, at every stage of their journey. Contact Digital Trip today for more information.