Overall mobile app use is plateauing in Europe. According to research by Adobe Digital Insights, mobile app installs are down by 5% since 2014, and – if the market follows trends set in the US, as is likely – the appetite for apps could further decline. For brands seeking loyalty and repeat visits – that’s rather dire news, right?

Not at all. Before you go dropping your apps in disgust and running for the hills, there’s something even more noteworthy in the report, and that’s the implication that apps aren’t dead – they just need to ensure they provide the most utility possible to get to and remain on a consumer’s phone.

John Watton, EMEA marketing director at Adobe, said: “Five in ten apps are still used more than ten times after download, showing that brands still have a large, captive mobile audience and an opportunity to capitalise on this usage. If marketers get mobile apps right, they can be crucial in boosting repeat visits and loyalty. With this in mind, it is critical for brands to look at ways of making the mobile app and browsing experience more compelling and relevant for their consumers, whether through more personalised experiences or with the integration of new technologies such as mobile wallets or location beacons.”

So how do we compound utility and ease? The race for increasingly seamless in-app customer journeys has developed a second leg – the race for the simplest integrated journeys. That is not just additional features, it’s app to app journeys, or app within app, or indeed other hybrid solutions that ensure users can move freely, transact with ease and want to return. Many building apps with firm borders have been forced to stop and collaborate,…