Smartphone apps now account for half of all time spent online by Americans, according to research by comScore. 50% of time online is now spent on a smartphone app, around a third on a desktop computer and the remaining 18% spent on tablets and on the smartphone web. It's easy to understand the appeal of apps. They are extremely convenient, as users usually have their smartphone on their person, and they allow users to access their desired content with a single tap. The amount of time spent on smartphone apps is expected to rise above 50% in the near future, meaning that they continue to be a valuable investment for driving engagement and loyalty. However, every business is different and its essential to identify whether developing an app will help you achieve your goals and add value to your target audience.