Where in the world should you be marketing?

Post By Hannah Downing

It may be time to start considering other countries for mobile marketing. As can be seen from many mobile marketing reports, such as this one from Smart Insights, there are certain countries that mobile marketers are more focused on than others. The countries tend to be the United States, Canada, and multiple countries in Europe, such as France and Italy.

While data and reports have warranted focusing on some countries more than others, recent data suggests that mobile markets across the globe are changing and mobile marketers need to be aware so that they do not miss any opportunities. The most recent data regarding app and mobile usage comes from multiple different sources, from App Developer Magazine to Recode.

According to App Developer Magazine, there are multiple geographical markets that need not be overlooked by mobile app marketers. The first of these is the Asia-Pacific market (APAC). App Developer Magazine writes that, for APAC, "The install-to-registration rate...is 12.4 percent, nearly three times higher than North America"and this number is similar to Europe, the Middle East, and Africa's, which is 10.4 percent. APAC's potential for mobile app marketing becomes even more clear when you consider its 8.6 percent install-to-purchase rate, according to App Developer Magazine, which falls behind only one country--the U.S. Needless to say, APAC has a growing market that is coming up to speed with the other countries that mobile marketers tend to target.

When it comes to Latin America (LATAM), it gets a little trickier. App Developer Magazine writes that LATAM users are more likely to register than anyone else, with an install-to-registration rate of 13.78 percent. However, App Developer Magazine further reports that just because LATAM users register, does not mean they will go on to make purchases. LATAM users are 95.5 percent less likely to make a purchase than North American users, according to App Developer Magazine. However, this article also suggests that the lack of purchases made may be due to a less developed and less trusted mobile app and e-commerce market in Latin America, which brings us to our next point: mobile broadband subscriptions.

Recode recently wrote an article about the projected rise in mobile broadband subscriptions over the next five years. This article states that, by 2022, mobile broadband subscriptions in both Latin America and the Asia-Pacific markets are projected to grow significantly, with APAC mobile subscriptions projected to move to 55% LTE and 10% 5G and LATAM projected to move to 65% LTE, as Recode reports.

An increase in mobile subscriptions and better network coverage will make using mobile apps even easier and more reliable, not to mention increasing the number of users to market to (Recode also reports that mobile broadband subscriptions are projected to climb to 8.3 billion in 2022 from Q1 2017’s 4.6 billion). To keep up with this trend, mobile marketers will have to continue considering where their apps and products can fit into each country’s growing mobile markets, and mobile app marketing companies like Oplytic can help them do just that.

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