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Industry Trend: Mobile Apps Are Musts for Most Brands, as Long as Users Like Them - The New York Times

www.nytimes.com

The New York Times reports that apps are essential for most brands, but they need to be engaging enough for users to download and use them (seems obvious, right?). “The brand app is no longer just a gimmick to assuage smartphone-addicted millennials. It’s considered a crucial part of a company’s financial strategy. Shoppers in the United States were expected to make $118 billion in retail purchases through their smartphones in 2018, up from $13.4 billion in 2013, according to Forrester Analytics.”

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