The rise of smartphones, tablets and faster data networks ensures the apps craze won’t dissipate anytime soon. Media Post Daily reports that already some 40 billion apps have been downloaded to date from the App Store and Google Play. On top of that, people spend more time with apps than the mobile Web and app users tend to be younger and more affluent than the overall population.

A new Forrester study is advising brands and marketers to carefully consider this question…To app or not too app? The  study points out that while consumers may be embracing apps more than ever, it doesn’t mean they want to download your branded app. The report, “Mobile Apps for Marketing,” authored by analyst Melissa Parrish, lays out a number of factors to consider before pushing ahead with app development.

To read the key findings of the report visit