Residential Estate Industry Journal 3 - Page 64

INDUSTRY FOCUS PAGE 62 communications MOBILE APPLICATIONS as A TOOL FOR COMMUNITY MANAGEMENT Looking at their phones is one of the first things most people do in the mornings. Whether it’s for checking emails, reading the news, updating social media, messaging friends or getting a weather forecast, the reality is that the screens viewed by most people most of the time are community member’s living experience, and even an instrument for managing the community lifestyle. But just like any technology, mobile apps can do as much harm as good, if not applied and managed correctly. Much time and money has been wasted on mobile apps that are hardly ever on their phones. used by the target market. In fact, the average The accelerating uptake in mobile phone her smartphone but only uses a quarter of them usage increased exponentially with the birth of smartphones, and we generally interact with our smartphones via mobile applications (or just plain apps). Apps are now an indispensable part of our daily lives, with research showing that people spend an average of 30 hours per app user has 40 to 70 apps installed on his or daily, and never uses another quarter. The most common types of apps used daily are social, communication and gaming apps, with 68% being for social and communication purposes. Many users will delete an app if they don’t find month using mobile apps. it useful, which is worse for the originator of Mobile apps have become the preferred way of the app removes the channel of communication interfacing with online information. Most people who get their news from News24 use the app rather than the webpage, for example. In fact, 90% of Facebook’s active daily users access the site via mobile, and about 50% have never the app than their just not using it, as deleting entirely, so messages, updates and more cannot be pushed to the user. The main reasons for deleting apps include the app not being used often, the app having too many technical problems, the app not being easy to use, and used the web interface. even the person feeling that they’re spending It is therefore obvious that the smartphone is an reasons are ironic opposites: apps are likely invaluable channel to engage with consumers, and that the most effective way to do this is through a mobile app. But are mobile apps necessary or useful in a residential community communication? Based on the above information, we believe the answer is definitely yes. The smartphone, via an app, too much time on the app. The first and last to be deleted whether they are underused or overused. So, although an app can be a great asset to a residential community, it can also cost a huge amount of time and money, just to end up as an abandoned white elephant. offers a perfect channel for estate management Mobile application strategy guidelines to communicate with members and for members We would like to suggest that you take the to communicate with one another. The app can following considerations into account when also be used for more than just information you decide whether and/or how to implement sharing: it can become an integral part of the a mobile application in your community. Apart