The growth of the mobile app economy has been phenomenal since its inception in 2008. In just two years, “app” became Word of the Year, and later on, fodder for Hollywood movies - such as The Angry Birds Movie, based on the (then) ubiquitous gaming app.
Undoubtedly, apps are intertwined with our everyday lives. In fact, in 2017, consumers spent a total of nearly 1.5 months of their year purely in apps on average, according to App Annie’s Retrospective 2017report. In Singapore, the average person spent a staggering 3.5 hours per day in apps....