Apple’s Focus and Live Activities embraced by 56% of iPhone users

In our tech-driven world, more people are showing interest in their digital well-being. As revealed by research from Airship, one in four consumers is turning to apps to cut down on screen time and avoid interruptions.

Apple has introduced features like Focus and Live Activities, which are gaining popularity as individuals search for ways to limit their online presence. These tools help users stay concentrated on important tasks and specific apps throughout the day, all while reducing disruptions.

Apple’s Focus feature, which was launched two years ago, has been embraced by a significant 56% of iPhone users. This feature allows them to take charge of which apps, contacts, and notifications can grab their attention at different times. Interestingly, 42% of those who haven’t used Focus are unaware of its existence, and 29% feel that they aren’t interrupted frequently enough to justify using it.

In an unexpected turn, 41% of respondents have already explored Live Activities in their apps, with only 24% unaware of this feature. Impressively, global users seem content with Live Activities, as 62% of those who tried it rated their experience as “Good” or “Exceptional,” with only 6% expressing dissatisfaction.

Apple’s commitment to digital well-being is set to expand further, with upcoming updates expected to transform the lock screen into a control center for managing life. Thomas Butta, Chief Strategy and Marketing Officer at Airship, remarked, “Now more than ever, brands can gain front-and-center visibility by simplifying customers’ lives and saving them time – rather than commanding or demanding their attention. That’s key to unlocking a valuable new era of customer experience.”

Surprisingly, consumers are downloading more apps than in the past, and their motivations for using these apps might be unexpected for companies. While brands often assume that consumers are primarily motivated by deals or loyalty rewards, the key factors for app retention revolve around ease and convenience. Users rely on apps because they find them easy to use (35%) and because they simplify their lives (31%). This desire for convenience and efficiency is more important than other reasons. “Saves me time” (27%) comes in third place among 11,000 global respondents.

Convenience remains a dominant factor even in uncertain economic times. However, “saves me money with the best deals” ranks as the fourth most important reason for using apps (23%). Deals, rewards, and targeted offers have also seen significant growth as motivations for opting into mobile app notifications.

Everyone, regardless of age, values convenience and efficiency. “Ease of use” was the top factor for app usage across all generations. Notably, 43% of boomers ranked it as their top factor. For boomers, the second-highest factor was “saves me time,” while for other generations, it was “simplifies my life.”

Creating a great app experience is essential. It should be easy to use, navigate, and offer value. The app should make difficult tasks as simple as pressing a button, and it should feel easy and intuitive.

Recently, Apple shared that it surpassed 1 billion paid subscribers across its services. Soon after, the iPhone-maker took down 10 apps from its App Store following App Danger Project’s alerts. 

Written by Gizem Yılmaz


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