Mobile apps provide brands a plethora of opportunities to reach mobile users. They are essentially mini-programs, apps (an abbreviation of application) allowing users to download their own collection of favourites and store them on their phone. Many are free; others cost a few pounds each. The average iPhone user is downloading 10 new apps every month, and spending 30 minutes a day using them.

It is the internet made easy on a phone!

The app market is evolving fast. Some apps are starting to use “push” technology to alert users when they have new content (or stories in the case of news apps). This means that rather than the phone having to check online for updates, the provider sends an update to a subscriber’s phone the second it becomes available.

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