The application bubble has burst. A handful of years ago, any consumer brand was expected to have an app. From toys, to cola, to potato chips, a branded app was a key component to any mobile strategy. But all of that has changed.
Consumers are downloading fewer apps than ever, and most of those apps are utility- or entertainment-based, with games, messaging and social networking apps being the most prevalent categories. In a time of limited storage space, you can bet that few consumers are downloading and continuing to interact with Lay’s Virtual Kitchen.