We'll drink to that: App downloads soar after lockdown

The Government might still be struggling to convince the British public of the merits of downloading the NHS Covid contact tracing app but it seems consumers have no qualms about getting apps to help them make the most of lockdown easing, with the chance to get down the boozer top of the list.

According to new data released by app marketing company App Radar, users are quickly changing their app usage behaviour in line with their needs during the pandemic.

The data reveals that overall there was an 857% an increase in downloads of apps between the weeks commencing April 5 and 12 across nine of the most popular pub related apps.

Pub apps were the main beneficiary, with users often requiring an app in order to book a table or pay when at the venue. Greene King, Harvester and Wetherspoons saw an average of 656% increase in their downloads over the period, while OrderPay went up 680% and MyPub 1,456%.

Weather apps also saw a boost ahead of lockdown measures easing, as Brits started to plan ahead for outdoor gatherings from the March 29. The BBC Weather app saw a 380% increase in average daily downloads between the weeks commencing March 15 and 22nd , while the Met Office app saw a 344% increase over the same timeframe.

App Radar chief executive and co-founder Thomas Kriebernegg said: “The way people search for and download apps gives a huge insight into behaviour in the real world. With our phones now essential to making the most of new freedoms, for example paying at the pub, you can clearly chart how UK residents have responded to different restrictions.

“We will be looking closely at hospitality and travel apps ahead of further lockdown easing over the coming months. I expect a big surge, but what will be particularly interesting is whether this increase will be higher than summer 2020 – which could indicate more widespread optimism on the back of the UK’s successful vaccine programme.”

TOPICS:alcohol apps coronavirus data-driven marketing