Addicted to Apps??

Businesses have definitely tapped into the rise in smart phones and people's overwhelming attachment to them. Come on... if you haven't said it you have at least thought...'I couldn't live without my phone!'

Through the use of phone applications companies can take advantage of consumers opting into receiving direct marketing to their 'extra limb,' seems less intrusive that way round right? Organizations can use these apps to increase engagement with their customers, build brand loyalty/image and even sell their goods to people anytime and anywhere. 

Mintel research suggests...

"Some 42% of youths who own a smartphone say they have paid for apps on their smartphones, and the proportion almost doubles to 82% for downloading free apps on their phones." (Teens' and Tweens' Technology Usage- UK- November 2011)

"According to Ofcom, 41% of smartphone users claim to be addicted to their mobile phone, whilst the same proportion of 16-24-year-olds say their smartphone is the device they would miss the most." (Smartphone Purchasing Habits-UK-November 2012)

"Mobile applications become more than a self-contained activity (eg a game), and more than a portal to a pre-existing web-based service (eg a social network application), but instead a supplementary offering interacting with and enhancing a separate media source." (Mobile Phone Apps-UK- June 2012)

However, despite the rise in smart phone and table ownership among a similar age group that might be interested in the music awards its not all of them have adopted a smart phone app. Are the benefits less significant to these types of events then to other types of organisations?

MTV EMA (Free) App...

Features;

• Vote anytime- anywhere
• Latest breaking updates and hottest photos
• The MegaFan Game
• Chat with fellow music fans around the world
• BUZZ map- to check lates Facebook and Twitter posts

American Music Awards (Free) App...

Features...

• Real-Time updates
• Live feed from the Coca-Cola Red Carpet!
• Exclusive fashion photos
• Celebrity interviews
• Connect with the AMAs on Facebook, Twitter, Instagram and YouTube

So why haven't all the major music awards adopted a mobile app? 

I personally feel an app is something you download because you will access it on a regular basis. And these events occurring once a year don't demand all year round attention. So is there a need for a 'temporary' app? Especially one that will require re-vamping each year? 

As to be expected their Facebook and Twitter profiles, although active all year round, are much more 'alive' around the time of the event. Which is probably reflected in the traffic to these sites. Knowing the Billboards, Grammy's or The BRITs are approach is definitely what prompted me to seek them out on social media...What about you?