Mobile Apps in Crisis: Seizing Opportunity When Consumer Behavior Shifts

Crisis creates opportunity

When the world pauses, app usage doesn't—it accelerates. Crisis periods reveal which apps solve real problems.

Zabka, the Polish convenience chain, launched an e-commerce pilot through its "Żappka" app in record time, enabling online shopping with in-store pickup. The app became essential infrastructure.

But the broader lesson: crisis is the ideal testing ground for app features, marketing strategies, and user acquisition.

Consumer intentions shift, not categories

Alexandra Lamachenka (Global Marketing Manager, Skyscanner) analyzed the top 100 search terms in the US App Store during a global crisis. Surprisingly, they weren't about crisis-specific apps. Instead, users searched for known brands whose need had increased (Zoom, remote work tools, fitness).

Large brands benefited. Nike Training Club, for example, offered free access to its entire app during the crisis—solving the immediate problem (home workouts) while building long-term loyalty.

Small fitness apps saw no category-wide boost. Why? Users sought trusted brands, not novelty.

Seize market share with value-first strategy

The best approach during crisis:

1. Align your app with immediate needs

   • If you're an e-commerce brand: focus on delivery/convenience
   • If you're in entertainment: lean into escapism
   • If you're in health: demonstrate relevance without exploitation

2. Lead with value, not sales

   • Offer free access to premium features (temporarily or permanently)
   • Build trust by helping, not selling
   • Users remember brands that helped when times were hard

3. User acquisition shifts from "growth at any cost" to "sustainable growth"

   • Competitors may cut budgets; you can fill the void
   • CPM rates drop as advertisers reduce spend
   • Smart brands use this window to acquire users cheaply

Lower costs, smart execution

Peak Labs (entertainment app provider) increased spending during crisis, targeting users with entertainment and educational apps. Their strategy: acquire users cheap now, retarget for monetization later in the year.

Memrise (language learning) offered "3 months free" promotions. Acquisition costs dropped 40%. This was the ideal time to test acquisition channels and test new placements that would have been expensive before.

Revolt saw users spending more on digital payments, contactless transactions, and convenience services—but less on physical cash due to health fears.

What brands should do now

1. Review your app's value proposition against current consumer needs
2. Test new features and user experiences (limited budgets make iteration cheaper)
3. Increase user acquisition intelligently—CPM rates are lower, placement inventory is available
4. Focus on retention and engagement, not just download counts
5. Build habit: establish your app as essential before consumer behavior normalizes
6. Document your crisis strategy for future growth planning

The brands that win in uncertain times are those who shift from aggressive growth to sustainable, value-driven acquisition. The result: a larger, more loyal user base when markets stabilize.