If you were to ask anyone most people five years ago what an “app” was, they would have probably looked at you with a blank stare. The term “smartphone” was just barely starting to gain some recognition with the general public. But in the past few years, smartphone use—and tablet use—has grown exponentially, and is still growing as we speak. Numbers show that there are well over 1 billion people throughout the world who have a smart phone, and that figure is increasing more each day as these devices become more diverse and available at lower price points. But along with this growing market of handheld devices comes another drastically growing market: apps. Apps are one of the biggest reasons why we refer to smartphones as being “smart.” They make our lives more convenient, more entertaining, and more interactive. In fact, the average smartphone user has about 41 apps on their device. With dozens of apps per device, and billions of devices around the globe, that makes for a lot of different apps. When you think about the number of apps available, the numbers really are mind-blowing. Apple recently reported that as of June, 2013, there are more than 900,000 apps available in their App Store. Android, with another large part of the market share, comes in at more than 780,000 available. Most people with a smart phone or tablet have either heard of or already downloaded many of the most popular apps like Facebook, Google Maps, Skype, Angry Birds, Twitter, Temple Run, etc. But that still leaves hundreds of thousands of other apps that are just waiting to be found. Lots of people download apps that they heard about via word of mouth, those that friends recommended, or by searching in the app directories for specific tools or games. But even then, people often download an app—whether free or paid—only to find out that it wasn’t what they were expecting or just didn’t perform how they wanted it to. App recommendation technology was created to solve those problems. You could say that an individual’s personality is just as unique as the selection of apps on their smart phone or tablet. No two are the same. Clearly a middle-aged businessman or a stay-at-home mom will have much different app selections than a high school-aged girl or college student. With app recommendation technology, it’s now possible for smartphone and tablet users to actually have apps recommended to them based on their past app purchases and behavior. This technology uses special algorithms to find and recommend apps that are likely to be useful and appealing to each unique consumer. With this technology, someone who uses their financial calculator app and opens the Wall Street Journal app several times daily would see very different app recommendations that someone who opens Pinterest and specialty photography apps several times per day. With app recommendation technology, users not only discover more relevant apps, but they’re also more likely to be engaged with those apps on a higher level because they are relevant to their interests in the first place. This technology creates a win-win situation for both ends of the spectrum—developers and users. Developers can lower their cost of marketing apps because they’re marketed to the right people in the first place, but the end user also benefits because they’re finding and using great apps with minimal effort to discover them. App recommendation technology is creating an entirely new experience for app shopping and is quickly changing the app market as more people realize how valuable it is. About The Author Greg is a marketing manager for youAPPi, the leading provider of mobile app marketing services. In addition to helping mobile app developers create more awareness for their apps, they help publishers grow their revenue by recommending free apps to their readers. To learn more about youAPPi, please visit their site.