The Global State of Mobile 2020 And How to Adapt your Mobile Strategy to the New Normal
How is the pandemic influencing user engagement within mobile apps? The global pandemic led to massive gains for key mobile engagement metrics that had been trending downward. See highlights from Airship’s “The State of Global Mobile Engagement 2020: European Edition” and learn how you can adapt your app to the new economic environment.
Location Opt-In By DeviceOnce the pandemic began, location opt-in grew every single month March-June, reaching 10.7% globally — a 39% growth rate. That’s a reversal of the downward trend we’d seen since GDPR was implemented.
Average Direct Open Rates*After the pandemic began, average direct open rates grew for every subregion
except Southern Asia. Brands across European countries saw a higher increase in average direct open rates than anywhere else in the world.
*Direct Open Rates are app opens from a click on a push or web notification
Adapting Your Strategy for the New Normal
• Create real-time feedback loops: Be quick to adapt your strategy based on
customers’ new behaviours.
• Expand your mobile touch-points: Offer customers connection points across many
channels for maximum adaptability for them and your brand.
• Strengthen your culture of experimentation: Make it easy for anyone on your team
to create A/B tests to make more informed decisions and build continuous
improvement into your strategy.
• Make automated messaging nimble & flexible: Create customer journeys that can
detect customer preferences and actions to quickly personalise and adjust for
better engagement and outcomes.
Contact Airship to get best practices and ideas for powering your customer
engagement strategy.
SourceAirship report The State of Global Mobile Engagement
2020: European Edition.
Download the report here: bit.ly/MobileEurope2020
Methodology• Data includes 744,469,537 individual app users,
of which 52% were Android and 48% were iOS
• Subregions and industry verticals included were
those with 10 million or more users in February 2020
• Countries included were those with 1 million or more
users in February 2020
NorthernAmerica
Latin America& the Caribbean Southern
Asia
EasternAsia
EasternEurope
NorthernEurope
WesternEurope
+25.9%+9.9%
+40.6%
+36.9%
+3.1%
+2%
+34.8%-2.1%
AVERAGE DIRECT OPEN RATES BY SUBREGION
SouthernEurope
AVERAGE DIRECT OPEN RATES IN EUROPECHANGE SINCE PANDEMIC BEGAN
CHANGE SINCE PANDEMIC BEGAN
Feb 2020 Location Opt-In
Rate
Change Feb 2020 vs.
Feb 2019
June 2020 Location Opt-In
Rate
Change Since
Feb 2020
8.4% -6.7% 10.3% +22.6%
7.2% +4.3% 11.2% +55.6%
PRE-PANDEMIC AFTER PANDEMIC BEGAN
About AirshipMarketing and digital experience teams at
thousands of the world’s most admired
companies rely on Airship’s Customer
Engagement Platform to create deeper
connections with customers by delivering
incredibly relevant, coordinated messages
across channels.
©2020 Airship • [email protected] • AIRSHIP.COM
Average App Opens by VerticalBrands worldwide have seen an increase in average app open rates during the pandemic.
Medical, Heatlh & Fitness
Media
Entertainment
Tech, Internet & Productivity
Retail
Utilities
Business
Finance & Insurance
Gambling & Gaming
Food & Drink
Travel & Transportation
Sports & Recreation
+60%
+55%
+40%
+40%
+38%
+35%
+26%
+22%
+15%
+2%
-23%
-34%
CHANGE SINCE PANDEMIC BEGAN
March-June 2020 Average vs. February 2020. For a list of countries included in subregions, download the full report.
March-June 2020 Average vs. February 2020
Austria
Belgium
France
Switzerland
Germany
UK
Finland
Dennmark
Norway
Spain
Sweden
Greece
Italy
+91.6%
+64%
+62.5%
+58.8%
+42%
+40.3%
+39%
+38.1%
+23.2%
+13.6%
+12.3%
+3.8%
+1.3%
-6.9%
-38.9%
Ireland
Portugal