Mobile engagement: the 5 trends to watch in 2021

In a context of intense competition in the field of mobile applications, app creators must succeed in maximizing the retention of their users. 

A better experience and more transparency in the use of private data: these are the two determining factors in satisfying and therefore retaining customers. 

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The most anticipated categories of apps

1. Educational applications - due to the pandemic, these apps are still going to be very popular in 2021;
2. Streaming apps;
3. Health applications;
4. Basic service apps - banking, food delivery, messaging, payment etc.

Private data: brands must regain the trust of their consumers

According to a study conducted by Futurum Research, only 54% of consumers trust the ability of brands to protect their data. After several scandals of leaks or breaches, users are getting more and more cautious and require more transparency.

The entry into force of the GDPR was an opportunity for individuals and businesses to realize that personal data is not a commodity and that customers are not "objects".

Notifications, a fully-fledged mode of interaction

Faced with the ever-increasing volume of notifications to which users are subjected, brands must now strive to stand out from the crowd by optimizing the sending of notifications.

Beyond segmenting their audience to adapt the message, publishers are now seeking to understand and analyze the behavior of their users in order to move towards “perfect” notification.

Progressive Web App will help increase conversion by simplifying user experience

In 2021, the Progressive Web App should be on the rise! This alternative between the website and the mobile application will appeal to a number of brands, in particular, thanks to 4 advantages:

1. Its price - on average PWAs cost 5000 €;
2. Its ease of access - the user does not need to download the application;
3. Its loading speed;
4. Its SEO - like a website, PWAs are referenced on search engines and have the possibility of working their SEO to optimize their ranking.

Process data at a local level for more responsiveness and respect for privacy

With more and more data collected by our smartphones through integrated sensors and applications, the world of mobility finds itself inundated with data causing two major problems: the lack of data protection and latency.

The solution is to process the mass of data directly within user terminals by implementing machine learning-type solutions.