The Good, the Bad, and the Hugely Insightful Habits of App Users

Post By Janet Arvia

There’s good news for mobile marketers: smartphone users who regularly download apps, average 3.5 per month. The bad news is almost half of all smartphone users don’t download any apps during that time. Put it all together and the average for all adult smartphone users equals two app downloads per month. That’s according to the most recent research compiled from comScore Media Metrix® Multi-Platform

Pushy Push Notifications

The data confirms advertising and marketing are driving app installs. With mobile users discovering new apps from both digital and traditional ads as well as websites, app acquisition is shifting from pull to push. Despite app store importance, push notifications have proven successful since the method proactively engages downloaders. Yet as users begin to download more apps, the quality of messaging must be prioritized over quantity to avoid push notification fatigue. That’s because 38% of users are now admitting they reject notifications, an increase from 31% in 2015. Fortunately, expert mobile analytics agencies like Oplytic can provide brands with customized strategies by measuring the behavioral outcome of specific campaigns and offering insights into recent demographic trends.

Mobile App Demographics

The latest statistics reveal a mere 13% of adult smartphone users account for more than half of monthly downloads. This concentrated demographic consists of 18 to 44 year-old men who are likely Hispanic from urban areas such as Houston, San Francisco, Miami and Los Angeles. Typically, they are into mobile gaming and sample five or more new apps a month. These users spend 45% of their app time with their most preferred app while tablet users spend a whopping 61% on their favorite app, and 87% on their top three..

Peeking into Peak App Habits

The heaviest downloaders on smartphones are 18 to 34 year-old Millennial males who prefer four or fewer screens with apps. Unlike older users, a growing number of Millennial men organize their apps into folders. While this statistic is up by 8% from last year, seven in 10 of them still keep their most used app on their home screen or in a friction-free location that’s one click away. Only one or fewer in 10 keep their most used app in a folder due to the scarcity of space on a smartphone home screen. Three out of four adult smartphone users customize which apps appear on their home screen.

Other App Habits

Baby Boomers are six times more likely to use both hands to operate their smartphones opposed to Millennials who are more comfortable handling (and multitasking on) their device with one hand. Regardless of age, single-handed smartphone users prefer positioning their apps within thumb reach. While this data may seem trivial, having a hand on habitual app user action, great and small, points to savvier strategies for mobile marketers..

What's the Impact of Mobile App Time Spent on Performance Marketing?

Post By Janet Arvia

Time spent in mobile apps is approaching 60% of all time on digital and 75% of time spend on mobile devices is spent in mobile apps.

Performance marketing needs to connect the dots from web to mobile with accurate attribution. Not only will your performance marketing drive new app downloads and in-app revenue, these app users are loyal. According to Comscore they spend more than 3 hours per month on the top 1000 apps on average. That's 20x more than the time spent on the top 1000 mobile web sites. Read more to get the full picture.

 

Funneling Mobile Marketers to apply Funnel Marketing--for Apps

Post By Janet Arvia

Between Android Pay, QuickPass and other Microsoft Wallet updates, consumers must be on their toes when it comes to the mobile device in their hand. But they are not alone—mobile app marketers must also have their fingers on the pulse of the industry’s latest updates.

Take funnel marketing. The methods that proved effective for desktop targets don’t necessarily translate to mobile app users. Sure, the main steps of the traditional funnel journey (which travels from Awareness and Interest to Consideration to Conversion to Loyalty) still hold true, but alternative approaches within each of these phases define the new Mobile App Marketing Funnel.

Phase 1: Awareness and Interest

In order for brands to stand out amid 1.5 million competitive apps, today’s marketers must drive awareness by employing organic tactics which consist of public relations, press, promotions, social media, partnered links, email blasts, WOM (Word Of Mouth) referrals, ASO (App Store Optimization) and App install ads.

Phase 2: Consideration

High app ratings are essential to establish trust between a brand and its potential customers. In fact, recent research suggests more than 80 percent of consumers won’t consider an app with two or fewer stars. As such, highlight glowing customer ratings as well as positive press reviews to optimize your app store page.

Phase 3: Conversion

Examining the behavior of mobile users is key for brands—whether the conversion metrics focus on when a user sets up an app account, downloads an app, signs up for an in-app subscription or makes an in-app purchase. Oplytic empowers marketers with the data needed to calculate strategies that play off campaign strengths and combat any weaknesses such as an overly complicated onboarding process or poor user interface.

Stage 4: Loyalty

All the resources it took to acquire new customers may be for naught if brands don’t build solid relationships by connecting with them in a wise and considerate manner. Reach out to customers with personalized messages that reflect their tastes and respect their time. And since a true conversation works two ways, encourage feedback. Studies show 98% of app users are likely to offer feedback when asked. So ask, then read the replies and respond to them!

Phase 5: Retention

Brands that practice the methods mentioned in the first four phases of this new funnel should gain customers with retention. This is the holy grail of mobile app marketing since it’s five times more costly to replace a customer than to retain one. But don’t rest on your laurels to do so. Make sure your customers return by communicating with them, send Push notifications, provide fresh content, implement loyalty programs, and offer app updates. As you know, app users like updates.