Conduit's App Marketplace pushes past 100 million usersMay 04, 2010

When it comes to apps, all the kids have them. More importantly, however, is that adult app users are catching up quickly, pushing even more revenue and brand interactions into both the mobile app realm and the browser app realm. According to a new report from app marketplace Conduit more than 2 billion branded interactions are launched through their browser-based apps each month.

by Kristina Knight

"The rapid growth of the Conduit App Marketplace and the Conduit Network is a testament to the power of instant communications and marketing based on constant engagement with users," said Adam Boyden, Conduit president. "Conduit is transforming the way online content is being shared and consumed."

Conduit reports that 19 new users join the network each second, driving 2.14 billion branded interactions each month. Publishing partners such as Major League Baseball, Fox News and Time Warner Cable have signed on to distribute apps to the ravenous consumer base. On average, new apps are delivered to 75 million new users each month. Forty apps within Conduit's space have more than one million active daily users.

Compare that with the mobile app space where, according to research from comScore, the average mobile subscriber uses texting capabilities most often from a smartphone (64%). However, they are also accessing social networks (18%), downloading apps (27.5%) or playing games (21.9%). And, keep in mind, that accessing soc-nets through a mobile device is usually app-based and many games are app-based as well.

The mobile audience can also be a boon because of their loyalist tendencies. A recent Crowd Science report found that Android and iPhone consumers are very loyal to their favorite brands. Both Android and iPhone consumers insist that when it comes time to upgrade their mobiles they will stick with their current brand.

While mobile and browser apps have slightly different user bases it is interesting to note that the most popular apps in both spaces present content opportunities for brands. Consumers using apps, whether through a mobile device or on their current desktop, are looking for news and headlines or information about a business, product or service.