Mobile Apps in 2016 = The Sum of its Participants

Post By Janet Arvia

What do 2.1 billion mobile devices, 3.2 trillion mobile sessions and 940,000 applications add up to? Metrics. And if analytics experts show marketing strategists anything, it’s that the proof is in the pudding when it comes to the behavioral preferences of last year’s mobile app users.

Rising to the Occasion

Flurry Analytics reports that overall mobile app usage increased by 11% from the previous year. The number seems almost paltry compared to time spent in apps which jumped by 69%. According to a new report from Adobe, time spent in shopping apps rose by 31% thanks to Amazon’s impressive 2016 holiday performance.

Bittersweet Victories

As the large screens on phablet devices become more popular (they received 41% of the global market last year), medium- and small-screened phone purchases will continue to plummet. Also down is time spent in mobile gaming. Its 4% decline comes as a bit of a surprise considering 2016’s phenomenal Pokémon GO success. Equally disheartening are the findings from Liftoff’s most recent study that state North America’s gaming cost-per-install is 260% more than Europe’s 20% CPI. On the upside, the report reveals women are the market to target in 2017 since female gamers cost less to acquire and are more engaged consumers than men.

YoY-YoY

With a year over year (YoY) session growth of 44%, messaging and social apps are sitting pretty since the 2016 increase is up by 394% from 2015. Yet for every YoY ying, there’s a YoY yang. And the rise of social media applications affected time spent on music, media and entertainment mobile apps (which rose by a mere 1% YoY) while the personalization category experienced a massive 46% drop in session usage growth over the year. Whether 2017’s YoY stats and other mobile app user behavior patterns will yo-yo up or down remains to be seen for now.

3 Mobile App Trends Popping Up in 2017

Post By Janet Arvia

It’s a fact that people’s brains are bigger in the morning. That’s when the light goes on, in your head and your kitchen, and marketers experience breakthrough ideas. So, imagine brainstorming with your toaster while making breakfast. The act won’t mean you’re crazy. Rather, you’re on point with one of the top trends set to take off in 2017.

1. Voice-Based Interfaces

In the months to come, batting ideas back and forth with AI (Artificial Intelligence) on your toaster may actually be possible—and easier than you think. Thanks to Voice-Based Interfaces which combine speech recognition with a natural language processing, the alienation today’s users have experienced when trying to engage with a digital platform will no longer be an issue since new technology eliminates a learning curve. Expect to see more ways to collaborate with AI-powered ChatBots—without having to figure out a sequence of buttons. Such convenience and clarity will promote the conversational nature of mobile devices and create an intimate exchange between brands and customers, not to mention mobile marketers and their campaigns.

2. VR and AR

The success of this year’s Pokémon Go proves the growing popularity of AR (Augmented Reality) on mobile devices. Yet an in-app feature that can map the real world may be used for more than fun. Savvy are the brands that plan for AR in various capacities. Even more kudos go to those who can work in VR (Virtual Reality) to further engage customers with a fully immersive digital experience. But before budgeting for either, consult with a mobile app analytics agency on past and current campaigns to determine whether VR and AR are relevant to your company goals.

3. Instant Apps

Forget downloading apps from the Google Play Store. Android Instant Apps let Android apps run immediately so consumers can use a native mobile app as soon as they need it, without the hassle of installation. Users can also access Instant Apps from associated URLS in any other app, or form physical RFID tags in the real world. In other words, Instant Apps help consumers discover new brands without even knowing the company has an app. As such, any business willing to ignore this opportunity may be toast in 2017.

Who’s Got Game: Mobile App Audiences or Mobile Web Audiences?

Post By Janet Arvia

It’s been a competitive year. After a 108-year drought, the Chicago Cubs challenged and beat the Cleveland Indians in the World Series. Democrats and republicans raced for the White House. And digital marketers debated over the merits of mobile app audiences versus mobile web audiences.

When it comes to the latter battle, forewarned is forearmed. In other words, examining industry findings and measuring customized data from analytics agencies such as Oplytic allow brands to strategically determine where to spend their mobile ad dollars.

On The Go

According to the 2016 U.S. Mobile App Report compiled from comScore Media Metrix® Multi-Platform, mobile audiences have blossomed by 81% as desktop audiences have fallen by 4% since June 2014. Within the two years since that time, audiences on mobile devices have become twice as large as those using desktops. In fact, the average digital audience size has increased by 36% among the top 1000 properties over the past year.

Team Mobile Web

More than mobile apps, mobile web properties account for the boom in mobile usage. The comScore report shows that despite dominance in app usage time, mobile web is generating new and expanding audiences which are nearly three times the size and growing twice as fast as app audiences. It’s important to realize, however, that mobile devise users spend less time on mobile web than mobile apps, a key factor to consider when investing advertising dollars in this sector.

Team Mobile App

With more than five million new users since 2014, mobile app audiences are also expanding and, more importantly, engaging. Each month, they spend three hours on the top 1000 apps which is 20 times greater than the time users spend on mobile web. Brand loyalty is another hallmark of the mobile app audience. As such, marketers want to court them. This feat easier said than done since, unlike desktop and mobile web audiences who are typically a link away, mobile app users are guarded within the digital infrastructure of apps. The brands that calculate a way to hit their message over the walled garden environment of apps can win big. 

GO CUBS!