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1、B E N C H M A R K R E P O R T:The State of Global Mobile Engagement 2020:European EditionData reveals how the global pandemic is influencing mobile&app engagement in Europe&beyond.Introduction&Key Findings BY SUBREGIONS&EUROPEAN COUNTRIES Location Opt In by Subregions Average App Opens per User by S
2、ubregions Average App Opens per User Europe Average App Opens per User by Subregions Average Direct Open Rates Europe Average Sends per User per Month Europe BY COUNTRY Highest Opt-In Rates by Country:Top 5(Location&Notification)BY VERTICAL Location Opt In by Vertical Average App Opens by Vertical A
3、verage Direct Open Rates by Vertical Highest Opt-In Rates by Vertical:Top 5(Location&Notification)BY PLATFORM Location Opt In&Settings by Platform Engagement by PlatformMethodologyConclusionTABLE OF CONTENTSHow is the pandemic influencing user engagement with mobile apps?Our team of experts set out
4、to understand changing usage patterns to help mobile marketers and mobile product owners better adapt their business to the new economic environment.To reveal the answer we looked at data from hundreds of millions of individual active global app users.We created two data sets:one a pre-pandemic base
5、line,consisting of data from February 2019-February 2020,and the other data from March-June 2020 to understand changes to mobile&app engagement after the pandemic began.INTRODUCTION&KEY FINDINGSPre-Pandemic Findings(Comparing February 2019 to February 2020 Benchmarks)Mobile app audiences continued t
6、o grow,up 31%in 2020 compared to 16.6%growth in 2019 Average location opt-in rates declined,dropping 2.5%year over year to 7.7%Over two-thirds of mobile users opt in to receive notifications(66.7%)up.3%Average notification direct open rates stayed relatively flat,moving from 6.44%to 6.35%Findings Fr
7、om After the Pandemic Began(Comparing February 2020 Benchmarks to March-June 2020)The global pandemic massively impacted these trends:Average location opt-in rates increased every month since the pandemic began in March,growing 39%from February 2020 to reach 10.7%globally in June 2020 the highest av
8、erage rate in years Both average app opens per user and average notification direct open rates increased 29%over February 2020 benchmarksCOUNTRIES INCLUDED IN SUBREGIONSGeographic benchmarks in this data study are grouped into subregions;countries included in each subregion are here for reference.Ea
9、stern AsiaChinaHong KongJapanDemocratic Peoples Republic of Korea(North Korea)Republic of Korea(South Korea)MacaoMongoliaTaiwanSouthern AsiaAfghanistanBangladeshBhutanIndiaIran(Islamic Republic of)MaldivesNepalPakistanSri LankaSouthern EuropeAlbaniaAndorraBosnia&HerzegovinaCroatiaGibraltarGreeceHoly
10、 SeeItalyMaltaMontenegroNorth MacedoniaPortugalSan MarinoSerbiaSloveniaSpainEastern EuropeBelarusBulgariaCzechiaHungaryMoldova Republic of PolandRomaniaRussian FederationSlovakiaUkraineWestern EuropeAustriaBelgiumFranceGermanyLiechtensteinLuxembourgMonacoNetherlandsSwitzerlandNorthern EuropeDenmarkE
11、stoniaFaroe IslandsFinlandGuernseyIcelandIrelandIsle of ManJerseyLatviaLithuaniaNorwaySvalbard&Jan MayenSwedenUnited Kingdom of Great Britain&Northern Irelandland IslandsNorthern AmericaBermudaCanadaGreenlandSaint Pierre&MiquelonUnited States of AmericaLatin America&the CaribbeanAnguillaAntigua&Barb
12、udaArgentinaArubaBahamasBarbadosBelizeBolivia(Plurinational State of)Bonaire Sint Eustatius&SabaBouvet IslandBrazilCayman IslandsChileColombiaCosta RicaCubaCuraaoDominicaDominican RepublicEcuadorEl SalvadorFalkland Islands(Malvinas)French GuianaGrenadaGuadeloupeGuatemalaGuyanaHaitiHondurasJamaicaMar
13、tiniqueMexicoMontserratNicaraguaPanamaParaguayPeruPuerto RicoSaint BarthlemySaint Kitts&NevisSaint LuciaSaint Martin(French part)Saint Vincent&the GrenadinesSint Maarten(Dutch part)South Georgia&the South Sandwich IslandsSurinameTrinidad&TobagoTurks&Caicos IslandsUruguayVenezuela(Bolivarian Republic
14、 of)Virgin Islands(British)Virgin Islands(U.S.)Data set includes subregions that had 10 million users or more.LOCATION OPT-IN BY SUBREGIONSWith the exception of Latin America,all regions saw average location opt-in rates drop between February 2019 and February 2020.The pandemic reversed this trend,g
15、rowing opt-in rates across all but three regions where opt-in rates have been historically low.FEB 2020 LOCATION OPT-IN RATECHANGE FEB 2020 VS.FEB 2019 JUNE 2020 LOCATION OPT-IN RATECHANGE JUNE 2020 VS.FEB 2020 Southern Asia3.2%-60%8.4%+163%Latin America&the Caribbean29.8%+32%45.5%+52.7%Northern Eur
16、ope2.8%-39%3.5%+25%Northern America8.4%-16%9.9%+17.9%Southern Europe7.8%-1%8.2%+5.1%Western Europe.9%-53%.7%-22.2%Eastern Asia.4%-33%.3%-25%Eastern Europe.7%-13%.3%-57.1%P R E-P A N D E M I CA F T E R P A N D E M I C B E G A NData set includes subregions that had 10 million users or more.AVERAGE APP
17、 OPENS PER USER BY SUBREGIONSFrom February 2019 to February 2020,all regions saw average app opens per user per month decline.March-June 2020 reversed this trend with all regions seeing growth.FEB 2020 AVG.OPENS PER USERCHANGE FEB 2020 VS.FEB 2019MARCH-JUNE 2020 AVG.OPENS PER USERCHANGE MARCH-JUNE 2
18、020 AVG.VS.FEB 2020Eastern Europe 15.5-33.5%21.6+39.4%Northern Europe25.6-27.5%34.2+33.6%Eastern Asia20.6-48.9%27+31.1%Western Europe21.2-15.5%27.3+28.5%Northern America16.9-27.8%21.7+28.3%Latin America&the Caribbean13.6-38.5%16.5+21.1%Southern Asia19-15.4%22.8+19.7%Southern Europe15.5-22.1%22.4 +13
19、.3%P R E-P A N D E M I CA F T E R P A N D E M I C B E G A NAVERAGE APP OPENS PER USER-EUROPEWhen looking specifically into Europe,we could identify that users within Northern and Western European countries,like Sweden,Denmark and Belgium saw the highest growth in the number of app opens per user,wit
20、h a growth of more than 50%on their previous habits before the lockdown.P R E-P A N D E M I CA F T E R P A N D E M I C B E G A NFEB 2020 AVG.OPENS PER USERCHANGEFEB 2020 VS.FEB 2019MARCH-JUNE 2020 AVG.OPENS PER USERCHANGE MARCH-JUNE 2020 AVG.VS.FEB 2020 Sweden 26.4-12.9%42.4 60.6%Denmark22.2-19.6%35
21、.660.5%Belgium20.7-14.1%31.150.1%Netherlands30.534.4%44.445.5%Finland24.4-10.9%34.039.1%Greece12.8-27.3%17.637.1%Switzerland23.8-16.2%32.034.6%Portugal16.1-17.0%21.634.3%UK25.8-29.1%33.529.7%France19.3-22.2%23.622.4%Spain18.2-12.5%22.121.4%Norway21.7-21.7%25.618.0%Austria20.1-14.8%23.617.3%Germany19
22、.4-14.5%22.515.7%Ireland26.9-24.6%30.613.6%Italy23.3-17.1%23.71.5%Data set includes subregions that had 10 million users or more.AVERAGE DIRECT OPEN RATES*BY SUBREGIONSPre-pandemic,subregions were evenly split between those seeing increases and those seeing decreases in average notification direct o
23、pen rates.After the pandemic began,from March to June 2020,average direct notification open rates grew for all but one subregion(Southern Asia).*Direct Open Rates are app opens from a click on a push or web notificationFEB 2020 AVG.DIRECT OPEN RATECHANGE FEB 2020 VS.FEB 2019MARCH-JUNE 2020 AVG.DIREC
24、T OPEN RATECHANGE MARCH-JUNE 2020 AVG.VS.FEB 2020Western Europe8%+5.4%11.3%+40.6%Northern Europe6.1%-16.8%8.4%+36.9%Eastern Asia7.9%-4.3%10.7%+34.8%Northern America6.8%+1.5%8.6%+25.9%Latin America&the Caribbean4.3%-29%4.7%+9.9%Southern Europe9.4%+9.6%9.6%+3.1%Eastern Europe11.3%+33.1%11.5%+2%Souther
25、n Asia2.4%-37.1%2.4%-2.1%P R E-P A N D E M I CA F T E R P A N D E M I C B E G A NData set includes subregions that had 10 million users or more.AVERAGE DIRECT OPEN RATES-EUROPELooking specifically into European countries,we can see that again,the average direct open rates have been higher in the nor
26、thern and western European countries,with Belgium standing out in the top 3 European countries in terms of mobile engagement just like it stood out in terms of average app opens.FEB 2020 AVG.DIRECT OPEN RATECHANGE FEB 2020 VS.FEB 2019MARCH-JUNE 2020 AVG.DIRECT OPEN RATECHANGE MARCH-JUNE 2020 AVG.VS.
27、FEB 2020Austria5.6%-38%10.8%91.6%Belgium5.3%-19.3%8.6%64%France4.5%-21.2%7.3%62.5%Switzerland7.4%-2.6%11.7%58.8%Germany10.5%29%14.9%42%UK6%-19.5%8.4%40.3%Finland8.2%0.9%11.3%39%Denmark7.8%35.4%10.8%38.1%Norway6.9%-28.9%8.5%23.2%Spain7.2%-0.3%8.1%13.6%Sweden6.2%-10.8%7%12.3%Greece20%43.6%20.8%3.8%Ita
28、ly8.2%-15.2%8.3%1.3%Ireland9%45.4%8.4%-6.9%Portugal15%131.5%9.2%-38.9%P R E-P A N D E M I CA F T E R P A N D E M I C B E G A NData set includes subregions that had 10 million users or more.AVERAGE SENDS PER USER PER MONTH-EUROPEConsidering the very high mobile app engagement per part of European use
29、rs,this wasnt necessarily connected with an increase in messages per part of the brands,as we have seen a relatively stable,or even reduced number of messages being sent from companies during the pandemic within Europe,pretty much everywhere apart from Belgium.This likely reflects the fact brands we
30、re being very tactful about the messaging they send out to their audiences during that sensitive time.FEB 2020 AVG.SENDS PER USERCHANGEFEB 2020 VS.FEB 2019MARCH-JUNE 2020 AVG.SENDS PER USERCHANGE MARCH-JUNE 2020 AVG.VS.FEB 2020 Belgium14.7-9.8%39.0 165.1%Sweden28-25.1%36.329.7%Netherlands22.9213.7%2
31、6.314.7%UK30.1-16.4%33.611.6%Finland9.626.3%9.5-1.6%Denmark49.4-4.3%47.0-4.9%Ireland270.4%24.5-9.4%France27.5-24%23.9-13.3%Norway12.4-34%10.1-18.8%Germany30.72.3%24.9-19.0%Switzerland27.5-4.8%20.6-25.3%Austria25.7-13.5%18.2-29.4%Spain27.5-18.4%19.1-30.7%Italy70.9-5.6%46.4-34.6%Greece5.40%3.4-38.0%P
32、R E-P A N D E M I CA F T E R P A N D E M I C B E G A N Data set includes countries that had 1 million users or more.HIGHEST OPT-IN RATES BY COUNTRY:TOP 5Our data shows major gains in location opt-in rates worldwide since the pandemic began,while notification opt-in rates have held relatively steady.
33、Brazil has the highest average location opt-in rate,while Indonesia has the highest notification opt-in rate.JUNE 2020CHANGE SINCE FEB 2020Brazil65.1%+36.8%Greece48.8%-6.9%Portugal13.7%+38.4%Sweden11.5%+15%USA10.4%+18.2%JUNE 2020CHANGE SINCE FEB 2020Indonesia87.3%-1.1%Mexico86.5%-2%Greece86.2%0%Colo
34、mbia85.7%-.6%Brazil85.4%+.6%Avg Location Opt-In RateAvg Notification Opt-In RateWhile it didnt make the top five,India experienced the biggest growth since February 2020 in both average location opt-in rate at+166%and average notification opt-in rate at+8.7%.Data set includes verticals that had 10 m
35、illion users or more.LOCATION OPT-IN BY VERTICALBefore the pandemic began,eight of twelve verticals had seen declines in average location opt-in rates.After the pandemic began,eight of the twelve had significant increases.FEB 2020 LOCATION OPT-IN RATECHANGE FEB 2020 VS.FEB 2019JUNE 2020 LOCATION OPT
36、-IN RATECHANGE JUNE 2020 VS.FEB 2020Medical,Health&Fitness 0.2%-33%0.5%+150%Finance&Insurance1.8%+29%4.1%+128%Travel&Transportation5.5%-57%11.9%+116%Utilities10.5%+44%14.1%+34%Gambling&Gaming0.9%-10%1.2%+33%Retail17.7%+25%23.1%+31%Food&Drink2.1%+24%2.5%+19%Media7.2%-39%8.2%+14%Sports&Recreation6.3%-
37、21%4.1%-35%Business0.2%-67%0.1%-50%Entertainment14.3%-35%7.1%-50%Tech,Internet&Productivity0.7%-42%0.1%-86%P R E-P A N D E M I CA F T E R P A N D E M I C B E G A N Data set includes verticals that had 10 million users or more.AVERAGE APP OPENS BY VERTICALEleven of twelve verticals had declining app
38、opens per user between February 2019 and February 2020.After the pandemic began,all but two had increasing app opens.Media as well as Medical,Health&Fitness brands had the highest growth rates comparing March-June 2020 average benchmarks to February 2020,followed by Entertainment and Tech,Internet&P
39、roductivity.FEB 2020 AVG.OPENS PER USERCHANGE FEB 2020 VS.FEB 2019MARCH-JUNE 2020 AVG.OPENS PER USERCHANGE MARCH-JUNE 2020 AVG.VS.FEB 2020 Medical,Health&Fitness18.4-1.6%29.4+60%Media28.5-27.8%44.1+55%Entertainment12-14.9%16.9+40%Tech,Internet&Productivity17.3-14.8%24.3+40%Retail11.5-24.3%15.9+38%Ut
40、ilities5.7-24%7.7+35%Business10-48.2%12.6+26%Finance&Insurance16.3-39.2%19.8+22%Gambling&Gaming31.7-13.4%36.4+15%Food&Drink10.9-21.6%11.1+2%Travel&Transportation14.6+18.7%11.3-23%Sports&Recreation34.8-15.1%23.0-34%P R E-P A N D E M I CA F T E R P A N D E M I C B E G A N Data set includes verticals t
41、hat had 10 million users or more.AVERAGE DIRECT OPEN RATES BY VERTICALLooking at data from February 2019-February 2020,verticals were evenly split between those seeing increases and decreases in average notification direct open rates.However over March-June 2020,average direct notification open rate
42、s grew for all but three verticals Entertainment,Utilities and Travel&Transportation which saw relatively small declines.FEB 2020 AVG DIRECT OPEN RATECHANGE FEB 2020 VS.FEB 2019MARCH-JUNE AVG.DIRECT OPEN RATECHANGE MARCH-JUNE 2020 AVG.VS.FEB 2020 Finance&Insurance6.6%+28.8%13.1%+98.4%Food&Drink4.9%+
43、2.8%8.2%+71.1%Sports&Recreation3.8%-18.6%5.6%+46.1%Media4.3%-7.5%5.8%+32.9%Retail7.6%-30.2%9.6%+27.5%Business4.6%-41.6%5.8%+25.5%Medical,Health&Fitness6.4%-14.3%7.8%+22.7%Gambling&Gaming3.7%+17.4%4.5%+22.6%Tech,Internet&Productivity10.7%+.8%12.1%+13.4%Utilities12.5%+18%12.1%-2.5%Travel&Transportatio
44、n15.4%-17.9%14.3%-7.1%Entertainment6.3%+22.3%5.2%-16.5%P R E-P A N D E M I CA F T E R P A N D E M I C B E G A N Data set includes verticals that had 10 million users or more.HIGHEST OPT-IN RATES BY VERTICAL:TOP 5AVG LOCATION OPT-IN RATE JUNE 2020CHANGE SINCE FEB 2020Retail23.1%+31%Utilites14.1%+34%T
45、ravel&Transportation11.9%+116%Media8.2%+14%Entertainment7.1%-50%AVG NOTIFICATION OPT-IN RATE JUNE 2020CHANGE SINCE FEB 2020Utilities87.8%-0.7%Business79.9%+5.3%Finance&Insurance75.7%+4.7%Travel&Transportation67.6%+7.6%Sports&Recreation66%-2.7%Avg Location Opt-In RateAvg Notification Opt-In RateOur d
46、ata shows major gains in location opt-in rates worldwide since the pandemic began,while notification opt-in rates have held relatively steady.Retail has the highest average location opt-in rate,while Utilities has the highest notification opt-in rate.Brands in the Medical,Health&Fitness sector had t
47、he largest growth in average location opt-in rates since February 2020 at+150%.Brands in the Travel&Transportation sector had the largest growth in average notification opt-in rates since February 2020 at+7.6%.Based on 744 million users,52%Android&48%iOSLOCATION OPT IN&SETTINGS BY PLATFORMSince Febr
48、uary 2020,users opting in to share their location have grown every month across both platforms.61.2%of iOS users that enable location choose to share it while using an app(Foreground).“Share once,”a new single session permission contributed to growth in users that are classified as Unprompted.Androi
49、d users choosing Not Allowed grew 18.6%,while adoption of Android 10(16.4%of Android users globally)sees growing Foreground Allowed adoption.FEB 2020 LOCATION OPT-IN RATECHANGE FEB 2020 VS.FEB 2019JUNE 2020 LOCATION OPT-IN RATECHANGE SINCEFEB 2020Android7.2%+4.3%11.2%+55.6%iOS8.4%-6.7%10.3%+22.6%JUN
50、E 2020%OF iOS USERSCHANGE SINCE FEB 2019JUNE 2020%OF ANDROID USERSCHANGE SINCE FEB 2019Foreground Allowed61.2+6.6%7.8%N/AAlways Allowed7.1%-53.4%29.7%-32%Not Allowed14.4%-0.5%60.7%+18.6%Unprompted16.1%+41.2%N/AN/ASystem Location Disabled1.3%-21.6%1.9%-64.3%Location SettingsP R E-P A N D E M I CA F T
51、 E R P A N D E M I C B E G A NLocation Opt InBased on 744 million users,52%Android&48%iOSENGAGEMENT BY PLATFORMFEB 2020 AVG.PUSH OPT-IN RATE(YOY)FEB 2020 AVG.APP OPENS (YOY)FEB 2020 AVG.DIRECT OPEN RATES(YOY)FEB 2020 AVG.SENDS PER MONTH(YOY)Android81.5%(-.9%)15.4(-33.3%)6.3%(+2.6%)33.4(-26.3%)iOS51.
52、3%(+2%)20.1(-23%)6.4%(-7.2%)23.2(-8.3%)P R E-P A N D E M I CMARCH-JUNE 2020 AVG.PUSH OPT-IN RATE(CHANGE SINCE FEB 2020)MARCH-JUNE 2020 AVG.APP OPENS(CHANGE SINCE FEB 2020)MARCH-JUNE 2020 AVG.DIRECT OPEN RATES(CHANGE SINCE FEB 2020)MARCH-JUNE 2020AVG.SENDS PER MONTH(CHANGE SINCE FEB 2020)Android82.5%
53、(+1.3%)19.8(+28.6%)8.2%(+30.6%)28.7(-14.1%)iOS51.1%(-.4%)25.9(+29%)8.2%(+27%)18.8(-19%)A F T E R P A N D E M I C B E G A NAndroid users received 44%more notifications per month than iOS users,while iOS average app opens per user was 31%greater.Android users received 53%more notifications per month t
54、han iOS users,while iOS average app opens per user was 31%greater.While Android just recently overtook iOS in terms of its overall average location opt-in rate,it has a long-held lead in notification opt-ins.Both before and after the pandemic began,Android users receive more notifications per month
55、than iOS users,but users of either device directly open notifications at about the same average rate.METHODOLOGYTo provide an accurate view of year-over-year mobile trends this benchmark study analyzes year-over-year behaviors of global app users active in February 2019(568 million)and February 2020
56、(744 million),and then compares that to users active from March through June 2020 to reveal the impact of the global pandemic on mobile usage.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
57、or more users in February 2020 Countries included were those with 1 million or more users in February 2020 The number of apps included in each vertical as of Feb.2020:Business-733Entertainment-257Finance&Insurance-838Food&Drink-301Gambling&Gaming-203Media-1,473 Medical,Health&Fitness-132Retail-292Sp
58、orts&Recreation-466Tech,Internet&Productivity-249Travel&Transportation-607Utilities-78CONCLUSIONThe data clearly shows that the pandemic has further cemented mobile as the center of peoples lives for in-the-moment information and streamlined conveniences to manage through this extraordinary time.Wit
59、h approximately 30%grow for app audiences,app opens per user and notification direct open rates,and location opt-in rates at their highest in years,more people are experiencing the value of a direct mobile connection and sharing information with the apps and brands they trust.Location-sharing is poi
60、sed for growth when the current crisis subsides,as consumers will likely retain many new behaviors,and both Apple and Google are providing less specific and more temporary ways to share location.Brands around the world need to continue to accelerate their mobile maturity,implementing solutions and u
61、se cases that will help them meet and exceed already-high customer expectations for mobile experiences.No matter where your brand is on the mobile maturity scale,were here to help you move to the next level.Our experts are ready to help:get in touch with our team anytime.Portland San Francisco London|+1 855 385 3155|+44(0)300 303 8796|PortlandSan FranciscoNew YorkSanta BarbaraLondonParisNew DelhiMunichSingapore+1 855 385 3155+44(0)300 303 8796AIRSHIP.COM