Since Apple raised the profile of mobile phone apps two years ago, it appears smartphone owners are downloading more apps onto their devices than ever before.

According to a new survey by Nielsen of more than 4,000 smartphone users who have downloaded at least one app in the past 30 days, the average number of apps they have on their mobile phones has increased to 27 by August 2010, from 22 last December.

Apple’s iPhone users significantly tops the list with an average of 40 Apps on their device.  Android and Blackberry owners’ app usage has also steadily increased to 25 apps and 14 apps, respectively, from 22 apps and 10 apps last December.

Nielsen said games are still the most popular category of downloads, but weather, maps/navigation and social networking apps are also becoming significant categories. Facebook is the most popular individual app across all platforms according to Nielsen. (Nielsen release)

However, before  joining the app frenzy organisations should consider the basics – ‘WHY’ and ‘WHAT’.  Only then should they start to think about the ‘HOW’. Organisations need to stop thinking tactically, not be drawn in by the hype, media, technology buzz surrounding mobile.

We see so many organisations investing in mobile without really understanding what they are getting themselves into. Many are spending large sums of money and sadly will likely see very little return (or even worse create negative brand perception amongst consumers). Why?  They are delivering tactical solutions – failing to recognise the addressable market, the mobile environment, understand the ongoing costs of their decisions, falling short of consumer expectations, led by people who are not acting in their best interests.

At Indigo 102 we specialising in bringing out the realities – communicate the benefits and risks – at the early stages. We work with organisations to build mobile strategies that deliver value over time and develop services that are sustainable. If we can support you to invest wisely and establish a sustainable mobile platform get in touch (martin@indigo102.com).

(Follow us on twitter : @indigo102)

I have just been sent over a list of the top 10 things you need to know about mobile applications, compiled by the IAB (Internet Advertising Bureau). I believe they are spot on and typically what I preach as such I felt the need to share:

1. Only do apps when you need more. Compared to browsing, mobile apps offer a richer level of user interaction allowing more complex graphics, media and information to be presented. They also provide a more robust and secure environment for user engagement. But, if you can deliver what you are trying to achieve through a browser you will be able to reach far more consumers. Jeremy Copp, CEO, Rapid Mobile Media Ltd

2. Tell people about your app. Don’t just rely on app stores, you can distribute apps via mobile sites, operators and through multiple ad placements and formats for maximum impact and reach. Theo Theodorou, EMEA Sales Manager, Mobile Advertising, Microsoft Advertising

3. Think further than the iPhone. The iPhone offers fantastic functionality for developers and users alike, and apps developed for the platform are eminently PR‐able, and are often shared virally. It has a fast growing user base, and reaches relatively wealthy 25‐44 year olds who actively use mobile media very well; but also developing a java version, optimised to work over a wide range of handsets including BlackBerry will give you a far greater potential reach. Mark Angell, Business Development Director, Marvellous

4. Getting the balance right. There are 2 fundamental balances to achieve. Firstly, business objectives vs user needs‐for the application to be effective the business needs must carefully consider the user as well as commercial objectives. Secondly, the three E’s (Engagement, Entertainment and Effectiveness) ‐functional apps often outlast the usage of entertainment based apps. Paul Taylor, Strategist & Planner, COI

5. The average app user. There are 8.7 million people who have used a downloaded app in the UK which is 18% of mobile users. 60% of these users are playing games that they have downloaded. The median age of an apps user is 32 years old and 43% are female. 36% of app users own smartphones compared to 15% of the total market. Alistair Hill, Analyst and Mobile Products, Europe, comScore

6. Brand‐building vs sales. Free applications get the most downloads, where as paid‐for applications generate revenue. Knowing whether you are branding or selling is a key point when launching your first application. Ross Butler, Creative, Parrott and Miller

7. Product longevity is essential. Every service needs a roadmap, no matter how basic. Customers will quickly get bored with a uni‐functional app which has no new features or capability added over time. By adding functionality as time goes on you can create brand advocacy. Christian Harris, CEO, Gorilla Box

8. Send them in the right direction. Ads in existing applications are a great place to advertise, but make sure that the destination site is optimised for mobile. If you don’t then you risk low conversion and a poor perception of your brand. Jonathan Abraham, Brand Sales Director, AdMob

9. Test, Test and Test again. If a customer can access it on their handset it needs to work. If it doesn’t it will do more damage than good to your brand. Invite feedback and always read customer reviews (don’t just ask friends to write them!) to ensure you’re meeting the needs of your consumer. Oliver Newton, Head of Emerging Platforms, i‐level

10. Be on brand. Just like with any form of communication ensure that your app is ‘on brand’. Tone of voice, brand values, message, production values and brand fit are essential in making a great brand app. Kieron Matthews, Marketing Director, IAB