Device-level app discovery is changing how users interact with their smartphones

Smartphones have come a long way in the decade or so since iPhone and Android devices first hit the market. As app stores got crowded with millions of apps, displays got bigger, camera quality got better and handsets became cheaper, the number of hours we collectively spent scrolling through our devices kept growing. 

Indeed, a recent poll found that the average person uses their devices for more than three hours per day. At the start of this year, mobile data and analytics company Data.ai (App Annie) announced that 2021 broke device-usage records, with a total of 3.8 trillion hours spent on mobile globally. 

Mobile-first behaviors have also taken prominence due to the very essentialness of smartphones in our daily lives. As a result of their multiple functions, smartphones have become central to everything that we do right from the time we wake up - whether it is checking the daily news, booking a cab, ordering dinner, or working out, there’s an app for everything! In short, smartphones are now an indispensable part of our day-to-day lives. 

One aspect of the necessity of smartphones owes to the symbiotic relationship between the app economy and app recommendation engines. The simple fact is that app stores these days are overcrowded. There are presently 5.4 million apps vying for user attention across the Apple and Google Play Stores, in addition to tens of thousands of new apps being released every month. 

While it is true that consumers value choice, many users feel as though they are being bombarded with app advertising as marketers vie for attention in the crowded marketplace. This is where third-party recommendation engines come in — their success is predicated on how consumers do not want to wade through the thousands of app store offerings to find the exact app they need. Rather, on-device advertising allows users to leap-frog the app store melee and find that elusive perfect app with just one swipe on the home screen. 

To briefly explain, on-device discovery connects smartphone manufacturers with advertisers by engaging users throughout the device lifecycle. From the first moment a new smartphone is unboxed, dynamic setup wizards guide users through the onboarding process and help users populate their new phone. 

Throughout the day, recommendations reach users at critical decision-making moments, such as when a user has just woken up or is traveling, to recommend via device-level placements the apps and services they might need. Users have been responsive to on-device discovery thus far because it has facilitated the most personalized smartphone experience to date. 

We can also expect device-level discovery to enable greater customized user experiences amid industry-wide technological progress. Beacon technology, for example, is already being utilized by retail-oriented businesses to increase customer footfall. 

By sending offers and coupons to their associated apps, businesses can boost purchases by specifically targeting customers when they are in close proximity to a physical store. Beacon technology adds a new layer of sophisticated smartphone personalization by empowering marketers to make decisions with the most useful customer data. 

Similarly, as phones become yet more embedded in our lives as remotes to control everyday smart technology, we can expect more meaningful engagement opportunities. Data gathered from sensors in smart technology will make device-level discovery even more sophisticated.

The next few years are going to be critical in the development of device-level discovery. It is forecast that investment in the infrastructure to support 5G networks will grow substantially and the latest generation of leading smartphones are equipped to support 5G connectivity. Not only will the rollout of 5G allow for greater AI-driven decisions and optimization, but we will see even more personalization possible. Improved data speeds and reduced latencies will allow marketers to experiment with more dynamic, personalized and immersive experiences for customers. 

The power of on-device advertising is in its versatility: it has transformed smartphones into an extension of their users. As customers become familiar with the latest tech advancements and are accustomed to the most powerful personalized experiences, we will see device-level placements become ubiquitous. The applications of this advertising channel are truly limitless.

Elad Natanson

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Elad Natanson is the Founder and chief executive office of Appnext.