The Most Significant Emerging Trends in Mobile Apps

Mobile apps are estimated to create $189 billion in revenue this year, so what do businesses need to know today about emerging mobile trends? What a company knows today will affect how effective a business’ strategy is tomorrow, from marketing to application software development.

There’s plenty of speculation on the internet about what the most significant mobile app trends are for both consumers and businesses–but 2020 has already thrown some anomalies our way, and those predictions are changing rapidly. At Kubit, we’re big on data analysis, so we dug into all the various reports on mobile app user behavior and expectations–and chose these top patterns as the ones to watch.

Machine learning + data = customized, improved customer experience on mobile. Increasingly, we are doing more on our mobile devices each year, from purchasing furniture on e-commerce apps to downloading newer social media apps like TikTok. It’s no surprise, then, that industry leaders from Forrester analysts to darlings of the startup world agree that more companies will cut through the noise of too many “vanity KPIs”–and focus on the most meaningful data. Arming those many, endless user data streams with machine learning technology and AI will help brands cater to each customer more comprehensively. According to DCI, a high percentage–47%–of digitally mature organizations are using defined AI for mobile, and 30% are using it as a tool in their sales process, which includes advertising and big data analytics. AI and ML help mobile app providers do everything from tailor their promotions to anticipate customer needs and make appropriate recommendations (Hackernoon).

5G will move more than data. Major carriers and mobile manufacturers like Samsung, T-Mobile, AT&T, and Verizon Wireless are readying for 5G–and so should mobile software developers, regardless of operating system. Developers for apps that incorporate Augmented Reality, gaming, and even stock market trading apps will have to examine their products’ ability to manage increased broadband speeds of real-time data. Faster download times will also help push the popularity of Google Android’s “instant apps”–apps that don’t require several touchpoints of registering or creating accounts–as well as apps that leverage cloud computing. The latter is gaining favor because of its higher security standards and improved functionality–especially around collaboration.

Geolocation data will play a more prominent role. While statistics say that not everyone is comfortable with the fact that our iPhones and Androids track our mobile phone locations (and log what we search for on our web browser), most are willing to forego the privacy to get information that is valuable to them. Several influencing factors–from the current Covid quarantine to the popularity of on-demand apps like Lyft and Seamless–are bringing geolocation data into the spotlight. Additionally, the continued extension of traditional services to digital is driving demand for geolocation data (AT&T has been working with emergency responders to pinpoint caller locations better with FirstNet). Producers of mobile apps for services like tourism, retail,  real estate, and entertainment will be able to mine more information from mobile web analytics, from what media and websites users viewed. B2B apps like outside sales platforms are using AI and Google Analytics data to suggest optimal sales routes and build drop-in schedules when target customers are most likely to be available.