Searching the Facebook application directory for travel applications brings up 200 applications (presumably there are more, I am just seeing the more 'popular' ones). Of those, only:
- Just 5 have more than 5,000 monthly users.
- Just 45 have more than 1,000 monthly users.
Apparently an active user is defined as "the number of unique daily active users who interact with your application in any way - whether it be by visiting a canvas page, interacting with a profile box, or clicking on a profile tab."
So what is going on? What do these applications do for the various brands that have one (Virgin Atlantic, American Airlines, STA ....). Presumably most get a bit of traction in the early days from the friends and family effect - but beyond that the numbers are so small as to make it an irrelevant marketing channel.
Will mobile applications go the same way? I only have to look at my own use of android OS apps. I must have downloaded over 20 in total, but only actually use 2 regularly (the twitter and Facebook apps) some of the others are good for novelty factor (e.g. google night sky) but but will I interact with them regularly - no.
Thoughts anybody? Do applications deliver positive ROI for brands?
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