Target market or target audience refers to the specific group of individuals or businesses that an app is intended to serve. Studying the target audience involves identifying and understanding the characteristics, preferences, and needs of the audience for whom the app is designed and developed.

Why knowing an app’s target market is important

Learning as much as you can about your target market helps you determine whether or not you have the critical mass of potential users to ensure your app earns sustainably. Without enough people who want to use your app, your application will end up as a liability, no matter how well-engineered it is.

How to study target markets for app development

One of the most effective ways to conduct your target market study is to start with your close family, friends, sports club co-members, work colleagues, or anyone near your sphere of influence. They are more likely to give you genuine responses on what they’re looking for in an app or what problems they want to solve using a mobile or web application.

The benefits of good target market research

Once you have determined whether you have enough people who want to use your app (whether on your own or with the help of app agencies with marketing departments), you can maximize the chances of your app’s long-term success through: 

• User-centric design. Understanding the target audience allows you to create a user-centric design that aligns with the preferences, behaviors, and expectations of the intended users. This results in an app that is more likely to be well-received and ultimately succeed.
• Customized features. Knowing the target market enables developers to tailor features and functionalities to meet the specific needs and preferences of users. This customization enhances the overall user experience and satisfaction. Also knowing what features users really want can help you focus on only the most vital features of your app, enabling you to quickly bring your app to market while minimizing resource wastage.
• Effective marketing. Identifying the target audience is essential for crafting effective marketing strategies. It allows developers to communicate the app’s value proposition in a way that resonates with the intended users, increasing the likelihood of successful app adoption and lowering user acquisition costs.
• Enhanced user engagement. Apps that cater to the needs and preferences of their target audience tend to have higher user engagement. Users are more likely to stay actively involved with an app that meets their specific requirements and offers a tailored experience. The more users stay in an app, the more likely you can save on acquisition costs for new users.
• Strategic Differentiation. Identifying and serving a specific target market allows apps to differentiate themselves from competitors. Tailoring features to a niche audience can provide a competitive advantage in the crowded app marketplace.