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New laptops, productivity and leisure apps were also unveiled.
But consumerization has also happened at the software level, where people want to have the same kind of functionality in their work apps as they do in their leisure apps.
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It could bump up the frequency of breaking news notifications when you're using leisure app, but mute them in the car.
With mobile, that kind of innovation is lagging significantly behind because we create apps at the leisure of two companies, neither of which have a great incentive to help free app makers succeed".
In 2018, these efforts to improve app discovery will continue to gain traction, prompting increased downloads of entertainment apps and others meant for users' leisure time.
If coffee shops, malls and the gym have lost their indoor-leisure charm, Artnear, an app for the iPhone and BlackBerry, offers an alternative.
Leisure games have proven to be equally sticky on both app systems, but other more heavyweight apps, such as JD, see a mere 18.2-day user retention rate on WeChat, according to research firm QuestMobile.
Does the app primarily service work time or leisure time?
Usually, the answer is that these apps blur such lines: Work masquerades as leisure, and quality is measured through quantities.
For the most part, these customers' apps are in categories like commerce, travel and leisure, social, dating, productivity and utility.
Users, having been introduced to the concept of saving an item and reading it at their leisure, rapidly outgrew the tools Apple offered, and switched to dedicated apps.
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Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com