trends in mobile app discovery & usage
TRANSCRIPT
MOBILE APP STRATEGYTRENDS IN DOWNLOAD ACQUISITION AND USER RETENTION
AVERAGE NUMBER OF APPS
SOURCE : GOOGLE MOBILE APP MARKETING INSIGHTS MAY 2015
THE AVERAGE USER HAS 36 APPS ON THEIR PHONE
APP REVENUE GROWING FAST
SOURCE : FORBES
APP AND IN GAME PURCHASES HAVE
RISEN BY 50% IN 2015
BUT EXPECTATION IS FOR FREE
DESPITE GROWING REVENUES, 3 OUT OF 4 PEOPLE STILL EXPECT APPS TO BE FREE
25%
75%
SOURCE : GOOGLE MOBILE APP MARKETING INSIGHTS MAY 2015
PENETRATION RATES ARE SLOWING
SOURCE : BUSINESS INSIDER APP STORE MARKETING REPORT
THE AVERAGE USER SPENDS 70% OF THEIR
TIME IN THEIR THREE MOST COMMONLY USED APPS
BEYOND THE DOWNLOAD
1 IN 4 APPS ARE NEVER USED AFTER INSTALL
SOURCE : GOOGLE MOBILE APP MARKETING INSIGHTS MAY 2015
RISING RETENTION COSTS
SOURCE : BUSINESS INSIDER APP STORE MARKETING REPORT
THE COST OF RETAINING A LOYAL APP USER HAS
INCREASED 33% YEAR ON YEAR.
THINK BEYOND APP STORES
SOURCE : THINK WITH GOOGLE
1 IN 4 DISCOVER AN APP VIA SEARCH - APP DISCOVERY NEEDS TO THINK BEYOND JUST THE APP STORE
CONSIDER APP ABANDONMENT RATES
SOURCE : BUSINESS INSIDER APP STORE MARKETING REPORT
52% OF APPS LOSE AT LEAST HALF OF THEIR PEAK USERS AFTER 3 MONTHS
APP STRATEGY BUILDING BLOCKS
KNOW YOUR APP
PROPOSITION AND USER NEED
- USER TEST AND LEARN
MAXIMISE APP DISCOVERY AND
INSTALL STRATEGY
CREATE A PLAN TO RETAIN AND
OPTIMISE IN APP USAGE
DEPLOY, LEARN, USER TEST,
REVIEW ANALYTICS AND
REFRESH
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