bima evening briefing | nice agency - retaining users on mobile

Private & Confidential | © Nice Agency Limited 2014

Retaining users on mobile.Peter Dolukhanov

Ryan Hall

30 JULY 2014

@dolukhanov@ryanghall@niceagency

WHAT ARE WE TALKING ABOUT?

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TODAY’S MOBILE MARKET

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By 2018 smartphone penetration will achieve almost 100% in the UK

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Source: Mobilesquared

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PLATFORM ENGAGEMENT

Use mobile

internet daily

80%

Use apps daily

75%

Research weekly

via mobile internet

46%

Purchase weekly

though mobile

20%

65% 60% 30% 10%Source: Tradedoubler

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MOBILE VS WEB USAGE

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Source: Morgan Stanley and ITU data

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TABLET MARKET GROWTH

Source: Morgan Stanley and ITU data

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TIME ON MOBILE VS TV

Source: Percolate

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MOBILE ADS +47%

Source: Morgan Stanley and ITU data

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MOBILE TIME VS AD SPEND

Source: Morgan Stanley and ITU data

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APPS VS MOBILE WEB

Source: Flurry

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MOBILE ADDICTION

Source: Flurry

ENGAGING USERS

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Make a great product “ ”

Who is this for?

How will they use itWhy will they use it?

What value is added?Why will they reuse it?

When will they use it?

Ask yourself

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DAILY DEVICE HABITS

Source: Morgan Stanley and ITU data

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CONTEXT OF USE

Source: TradedoublerTablet Users

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HOW TO ENGAGE

Source: Urban Airship

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Consumers are multi-channel, brands should be too.

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Avoid expensive user churn 22% of people who download only use it once£1 cost per loyal userLoyalty drives repeat use

Why retain?

Source: Fiksu

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Private & confidential | Nice Agency Limitednice

65% of people stop using an app 3 months after install.

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”Source: Appboy

SEGMENTATION & PERSONALISATION

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Source: Urban Airship

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USER PROFILING

Source: Urban Airship

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Make it personal and improve the experience with a data-driven approach.

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Listen, iterate, repeatIntegrating an effective mobile CRM strategy is vital

Utilise access to app behaviour & user preferences

Build accurate picture of your user

What to do

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Make recommendations and personalise content

Use push notifications to retarget passive users

Think multi-channel for retention too

Ask for feedback - and use it!

How to do it

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Private & confidential | Nice Agency Limitednice

Don’t let your brand get in the way of the experience.

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THE POTENTIAL

Source: Urban Airship Good Push Index

5x more betting

8x faster conversions compared to email

5x more traffic to mobile vs website

10x greater response than email

NICE TALKING TO YOU

@niceagency

Ryan Hall

Peter DolukhanovJoint Managing Directors, Nice

@ryanghall@dolukhanov