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Mobile apps that have been designed by brands have proved less popular among smartphone users than non-branded apps, according to new research by consultancy Deloitte.

The 'Addicted to Connectivity' study revealed that 45 per cent of smartphone users downloaded a minimum of one app each week. But the report also found that less than one per cent of international consumer and healthcare branded apps were downloaded more than one million times.

Only those apps that had been downloaded in excess of 1,000 times were included in the survey, which immediately eliminated 80 per cent of branded apps.

About six in ten smartphone users said that they were more likely to download an app if it provided location-based services or indicated that a camera-based app was appealing.

The study revealed that consumers were more likely to download an app that provided an accelerometer, which is a device that measures the tilt and motion of a structure. An example of an app which needs an accelerometer is the Carling 'iPint' app, which is described as 'a fully interactive virtual pint of Carling'. The user must tilt their iPhone, and the 'beer' empties from a virtual pint-glass as if it were a real-life pint of Carling.

Howard Davies, media partner at Deloitte, said: 'The app market has some way to go before it rivals TV or the web for penetration, but it is of growing importance for brands. Brands view apps as a golden opportunity to communicate directly with consumers and in a more meaningful, long term manner. When brands get it right, the returns can be huge.'

Davies said that brands need to focus their advertising on just one platform if they are to be successful. Deloitte estimated: 'The cost of developing the same application for two platforms is 160 per cent of the cost of developing for one.'

Davies said that brands need to understand how the app market is developing. He added: 'Whether about location, environment and motion or specific to that individual...targeted advertising could be developed and this would help brands to make money from their apps.'

Some brands have already achieved this feat.  For example, Tesco has its 'Tesco Finder' app, which allows users to search for their nearest store, get directions, and look through the product range, while Waitrose's 'Ocado on the Go' app allows customers to create shopping lists and order their groceries at the same time.

The survey involved 31,000 global smartphone users, and included apps for the iPhone, Blackberry and Android market. 

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