Harker: Time To Rethink Apps
May 18, 2011 at 11:36 AM (PT)
In the latest posting on its RadioInsights blog, HARKER RESEARCH analysts GLENDA SHRADER BOS and RICHARD HARKER write that while it's important to create an app to get your radio station on mobile devices, simply creating one is less than half the battle
"Getting a user to download an app is easy," they wrote. "APPLE users have downloaded over 10 billion apps alone ... The vast number of apps are downloaded, launched once, and then never used again. So the key metric of success is not how many people have downloaded your app. It is how often it is used. radio stations need an app that listeners go back to time and time again.
"By that measure, we believe radio is headed in the wrong direction with apps. The entire approach has to be rethought..."
Find out their approach here