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In the past couple of years, internet traffic has begun to shift towards mobile applications, which are more commonly known as “apps.” Apps are quickly becoming the most popular medium for online content and are helping to establish a new normal for user engagement. Although websites are still an essential part to a successful online presence, apps are proving to be excellent investments for businesses that want to stay ahead of technological trends.

There are many benefits for companies that choose to develop apps for their brands—such as increased visibility, opportunities to develop and maintain deepened relationships with a target audience, and creating seamless integration between the app and its related eCommerce and social media platforms.

A good app blends everything a company has to offer—all in one place. The following trends are predicted for apps this year:

• Apps will become shopping meccas: Mobile, Social, and eCommerce are becoming more integrated. The most forward-thinking companies offer a seamless transition between their websites, social media, apps, and shopping options. Loyal customers that have downloaded your app are more likely to purchase your product or service anyway—so it is a win-win.
• App design will focus on simplicity: Apps will be geared towards user convenience and ease. Allowing users to log in to an app by linking to one of their social media accounts is a popular example of simplifying the process for users.
• The number of App users will drastically increase: The all-in-one nature of apps allow for the easiest user experience possible. Mobile users will be drawn to the efficiency and simplicity of apps.
  
  

Up until recently, most digital traffic has primarily filtered just through websites. With the increasing popularity of mobile devices such as phones, tablets and smartwatches—more and more users are accessing the web while on the go. Apps offer a streamlined way for users to personalize their user experience as they access their favorite websites. An app, at its essence, is an extension of a website and serves the purpose of connecting with users in a meaningful personal, and portable way.

According to Forbes, a mobile-optimized site works wonders for appealing to the mobile crowd, but soon, apps will begin to replace them. Apps can do everything that websites can, except in more intuitive, convenient, accessible ways. We’re still several years away from apps completely replacing websites as a medium, but 2016 is shaping up to be a pivotal year in app adoption from business owner’s perspectives. Ultimately, apps have the potential to become the most frequented method of engaging with a brand digitally—thus creating an entirely new normal.