Most branded apps are a website in a frame. They open on a search box, deliver what the browser delivered, and ask for nothing the browser could not have asked. They are downloaded once, opened twice, and deleted in the spring cleaning.
An app is a different contract from a website, and it only earns its place by using the permissions a website does not have. It is allowed to know who you are. It is allowed to remember where you left off. It is allowed to speak first. And it is allowed to work when the network does not.
An app that uses none of those four is a bookmark that takes up ninety megabytes. An app that uses all four — saved details, one-tap repeat, a notification worth allowing, an itinerary that opens in aeroplane mode — is a habit.
Which is why the number to argue about is not installs. It is what share of people who installed in January opened it in March. Everything else is a marketing metric dressed as a product one.
The service behind it
Mobile App Development
Native and cross-platform applications for iOS and Android, with the interface work held to the same standard as the engineering.