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1、MOBILE APP REPORT 2022FESTIVE SEASONFESTIVE SEASONFESTIVE SEASONAN APP MARKETERS GUIDE TO THE INDIAN FESTIVESHOPPER 2022Ask an Indian what they most look forward to in a year and the answer youre most likely to get is the name of a festival.The second half of the year,the Indian festive season,is a
2、time of festivity,togetherness and excitement.It is the richest period of opportunity for both consumers and brands.Being the diverse and multicultural country that India is,this time stirs up activity in each region with various festivals,starting from August with Ganesh Chaturthi and Onam,moving t
3、o Dussehra,Navratri and Diwali,and going all the way until December,with Christmas and New Years Eve.This opens a plethora of avenues for creating meaningful connections both online and offline.Nielsens Bharat 2.0 internet study released earlier this year talks about the massive increase in Indian i
4、nternet users which has been powered by mobile phones in the country,primarily driven by the availability of budget smartphones,affordable mobile data and the Indian governments efforts to strengthen the existing digital infrastructure.India is the third largest smartphone market in the world today,
5、with about 250 million active users.Indians are spending more time on mobile every day than most other countries,taking it up to the#5 spot globally(behind Brazil,Indonesia,South Korea,Mexico),with more than 4.7 hours being spent per day on mobile apps in 2021-up 27%from 2019.(Source-Data.ai)For dec
6、ades,brands and consumers had found ways to understand and connect with each other,with consumers getting what they want and brands achieving their business goals,seamlessly.However,after the pandemic,needs and behaviour changed drastically,the effects of which are seen even today.People now have an
7、 increased dependence on online shopping,entertainment and mobile payments.For instance,there is an emergence of“First-time customers”who never ordered food online before the pandemic,but now frequently opt for delivery or takeaway.With working from home on the rise and more people avoiding public v
8、enues and commuting,more people shop online.Consumers are thus not just adopting digital platforms.Rather,these platforms have become an integral part of their daily lives,giving rise to new patterns in decision-making and purchase.Understanding these patterns and strategically designing the right i
9、n-app journey will go a long way towards helping businesses reach their goals as well as the hearts of customers making the festive season celebratory for both brands and buyers.Top Performing App CategoriesGamesToolsSocialPhoto&VideoEntertainment&MusicFinanceShoppingProductivityBusinessTravel&Navig
10、ation23415789610People are geared for this years festive season in India,all set to celebrate after two years of staying home and having virtual gatherings.Consumer behaviour has evolved from pre-pandemic especially in areas like Shopping,Finance,Travel,Food&Drink which are seeing a resurgence year
11、on year.As people plan their discretionary spending and online behaviour has become second nature for consumers-so it is imperative for brands to start thinking digital first much more than before.As consumers are embracing near normal activities some behaviours like streaming&music,social,productiv
12、ity,and gaming apps will still stay relevant this year too,as it has become second nature to them.In 2021,Gaming was the undisputed leader with close to 4.35 Billion app downloads.Social media apps witnessed a 50%lift in engagement,with people using them to wish one another and experience togetherne
13、ss even when apart*.Sports can be a potential category which could see growth in 2022,especially with the T20 world cup matches lined up in Oct-Nov 2022.Ranking based on#of iOS&Google Play downloads in India*Source:InMobi 2021 Festive Season Guide for App MarketersTime spent increases year on yearTi
14、me spent on mobile in 2021 saw an increase of 27%from pre-pandemic levels in 2019.Indians are engaging deeper in Social and communication apps,and a significant increase was seen in finance,shopping and travel apps which saw a massive growth of 34%from 2020 as consumers continued the habit of online
15、 research and purchase as they embrace normal life.More and more people in India are watching online videos(YouTube/OTT)and music streaming which led to a growth of 7.7%year on year in Entertainment&Music apps.Source:data.ai(Sept-Dec 2020&2021-#of hrs spent on Android phones)Time spent on Mobile in
16、India2020 Oct-Dec2021 Oct-Dec200in Billions(Hrs)150100500Finance,Shopping,TravelBusiness&productivityEntertainment&MusicGamesTools&VIdeo playersCommunication&SocialMobile Apps trends higher duringfestivals,engagement lags30%Install%Engagement%Time20%10%0%-10%-20%Jan-2021Feb-2021Mar-2021Apr-2021May-2
17、021Jun-2021Jul-2021Aug-2021Sep-2021Oct-2021Nov-2021Dec-2021Festive periodCovid 2nd WaveIn 2021,similar to our 2020 report,the festive season in India witnessed an increase in app installs especially in the months of August and November;however,engagement does not show the same momentum.With Indians
18、looking to travel,shop and meet up with friends and families this year,their interaction with mobile apps will change.Marketers will need to focus on how to drive more engagement with their new and existing users in 2022,going beyond app acquisition efforts only.34.9%7.7%9.4%16.2%Source:BranchSPOTLI
19、GHT:CATEGORYWISE TRENDSSource:InMobi 2021 Festive Season Guide for App MarketersSource:BranchTime100%Change in Install%50%0%-50%-100%App Install and Engagement TrendsSep2020Oct2020Nov2020Dec2020Jan2021Feb2021Mar2021Apr2021May2021Jun2021July2021Aug2021Sep2021Oc2021Nov2021Dec2021Entertainment&OTT apps
20、30%in engagement(2021)Music apps14%in engagement(2021)Entertainment apps will continue to be the primary battleground for consumer attention.Whether its OTT apps vying for subscription dominance or music streaming apps taking over mindshare to seamlessly becoming a part of the celebrations-this cate
21、gory has seen installs a lot higher than other categories pretty consistently across the year,especially with the onset of local content creators which is driving OTT reach in both urban and rural India.A seamless viewing experience across multiple devices and platforms is a must-have for OTT platfo
22、rm owners who want to build a sustainable following and audience base.The festive season offers an opportunity for marketers in this category to boost their engagement with in-app and social referrals as well as focusing on a seamless customer experience within their apps.Entertainment,Streaming&Mus
23、ic appsShoppingThe different stages of the buyingjourney against the festive timelineThe festivity may be seasonal,but the shopping is perennial.Indian shoppers are almost always planning their purchases,looking for products and great deals,throughout the year.This search gets more intense during th
24、e festivities with the purchase patterns peaking during festive sale periods.LearnExploreBuyThe path of the perennial shopper:Learn Explore BuyChannels that consumers will use toLearn Explore BuyWhere shoppers are set to Learn Explore BuyDigital media platforms on mobile are shoppers go-to when it c
25、omes to making their decisions as well as their purchases.The Indian shopper is constantly searching for products they like,comparing features,prices,and ultimately buying them all on their mobile phones.Source:Decoding the Connected Indian Festive Shopper in 2021,InMobiCHANNELS TO DISCOVER FESTIVE
26、SEASON SALES&OFFERSMobileSearch/Ads 31%Destop/Laptop 10%PhysicalStore 8%Newspaper/Magazine 13%Billboard&Hoardings 4%Family&Friends 17%TV 17%Offline purchasing is on the line 62%of shoppers overall in 2021 plan to shop online 44%said they buy products online after seeing them at a retail store 53%of
27、millennial shoppers from non-metro cities prefer online shopping 50%of Indians said they shop online with their familySources:Decoding the connected Indian festive shopper,2021 Festive shopping outlook report,2021,Shopify Source:InMobi India Audiences Platform Dashboard,Aug to Oct 2021Decoding the c
28、onnected Indian Festive Shopper,2021Shopping apps were the third most installed,with the highest installs seen just before the festive season.Shopping apps were the second highest used,with people accessing them daily during the festive season.Shoppers are Mobile:2021 Shopping App UsageMobile Shoppe
29、rs Need Mobile BrandsThe Indian shopper is always on mobile,with their handset playing the biggest role in their learn explore buy journey:29%said they buy products online after seeing them at a retail store 63%explore options on mobile 72%buy on mobileSource:InMobi Festive Season Consumer Survey,In
30、dia,2021Mobile:The Hero in the Shopping JourneyMobile at the Heart of the Shopping Path:Learn Explore BuyPriorities that influence purchase decision Convenience,price or product?Customer is King and Kings Need Convenience Customer Priorities in the Shopping Journey Convenience Trumps Price Surfing W
31、hile Shopping:Exploring Options When it comes to todays consumer making a purchase,the priority is convenience even over price a change that occurred since the pandemic.The convenience aspect of the shopping journey is now digitally enhanced,with research,decision-making and purchase being explored
32、in a hybrid manner,combining online and offline stores.Consumers have begun to value convenience even more than they did before COVID-19 Expect flexibility in the journey such as more shipping options or buying online and picking up in the store(BOPIS)1/3 consumers shop both in-store and online duri
33、ng the same occasion 2/3 shoppers used a digital device when in a retail store 9/10 times consumers compare products before making a purchase 72%buyers shop at more than one retailer and 30%at three or more78%83%Other 38%Product 15%Price 21%Convienience26%Source:Deloitte InsightiQ Report Deloitte Re
34、search Whats in-storeA Hybrid Case The first half of 2022 saw a considerable lift in footfall with more shoppers opting for an in-store experience at least as part of their overall shopping journey.This is projected to increase further during the festive season.Indian buyers today are not completing
35、 their journey on one channel.They are either browsing offline and buying online,or vice versa.52%of Indians purchase products online via apps,with 44%buying online after browsing in-store.Buying jewellery in-store is almost non-negotiable,with the factors of trust,design and investment coming into
36、play.But that does not mean the buyers journey cant begin online.Here is how GRT Jewellers,a household name in jewelry founded in Chennai,leveraged mobile to drive footfalls,paving the way for hybrid shopping.Source:Festive shopping outlook report,2021,Shopify India festive season 2021 report,RedSee
37、r The Indian consumer is no longer thrifty In 2021,Indians spent$9.2 billion in online shopping during the festive season!The average gross merchandise value(GMV)per shopper grew by a sizeable 4%in 2021.Discounts and deals drove this spike,encouraging Indians to shop more.Hybrid is not just a workin
38、g model its a shopping model too!A glimpse of the sparkle:1.2x CTR 3x more effective cost per footfall Read how GRT dazzled on mobile.Breaking down the hybridshopping trend in IndiaSource:Criteo,2022 India Shopper Story ReportBreaking down the hybrid shopping trend in India1.3x growthSource:InMobi I
39、ndia Audiences Dashboard Aug to Oct 2021People purchasing on AppPeople browsing products online&purchasing in-storePeople buying online&picking up in-storePeople buying onlineafter browsing in-store44%44%45%44%46%40%52%45%50%54%46%44%MaleFemaleOverallQ1 2022Q2 2022Festive Season2022Projected growth
40、during festiveseason based on trendsFintech appsLooking at 2021,a significant rise in app installs is seen during the festive season until the new year.There is a massive spike during Diwali when consumers either upgrade their homes with gadgets or furniture,send money home,or go on vacations.This y
41、ear in 2022,as restrictions are lifted,there will be pent up demand from the users to plan their spends,even with looming inflation pressures.There is an opportunity for fintech apps to optimise their touchpoints with their customers and reach out to them via their preferred communication preference
42、 to proactively engage with customers,resolve queries and assist in onboarding,by leveraging the insights they have to segment their audiences.Digital payments in India are no longer the fiefdom of a select few.A movement which started with demonetisation in 2016 and accelerated with the pandemic an
43、d lockdowns;has driven millions of people to cashless convenience,and the trend has permeated every sector.Today India is amongst the fastest growing Fintech markets in the world.App Install and Engagement trends200%100%0%-100%-200%Change in Install&Engagement%TimeInstall%Engagement%Sep2020Oct2020No
44、v2020Dec2020Jan2021Feb2021Mar2021Apr2021May2021Jun2021July2021Aug2021Sep2021Oc2021Nov2021Dec2021Source:BranchReal Money Gaming apps80 million people were paying gamers in 2020,with real-money games still accounting for the majority of the markets revenue,according to the India Gaming Report 2021 by
45、Lumikai and RedSeer.In 2021,real-money gaming apps saw a 60%increase in engagement.Real-money gaming apps surge in use during September and October as rummy and teen patti games become the craze.Fantasy cricket apps as well as online card games also increase during this period.We can expect to see e
46、ngagement rise in October and November this year due to the upcoming Diwali season and the T20 World Cup.App marketers can leverage in-app strategies,including referrals,to re-engage their users and increase their growth in this fiercely competitive market.App Install and Engagement Trends200%100%0%
47、-100%-200%Jan2021Feb2021Mar2021Apr2021May2021June2021TimeJuly2021Aug2021Sep2021Oct2021Nov2021Dec2021Change in Install%Source:BranchSource:InMobi 2021 Festive Season Guide for App Marketers IPLWave 1IPL Wave 2Festive SeasonReal-moneygaming apps60%in engagement(2021)Install%Travel appsLast year,the tr
48、avel apps category was fueled by long weekends and festivals lasting up to 10 days,such as Independence day,Janmashtami,Navratri/Durga Puja,Dussehra and Diwali.In addition,schools closing for their mid-term break further enhanced the demand for family travel.The dip seen in April through June 2021 w
49、as due to the second wave of COVID-19 in India and the lockdown which followed.This year,revenge travel and work-from-anywhere has made travel aggregators and booking companies reach-and in some cases even surpass-pre-pandemic levels.We will continue to see this demand increase in the festive season
50、 of 2022,despite rising fuel prices for both domestic and international travel.Travel apps need to look at driving more engagement within their apps by creating a solid segmentation strategy to re-engage newly acquired users and drive app growth.Read Branchs travel whitepaper to leverage what other
51、travel apps are doing globally.Source:BranchApp Install and Engagement trends100%50%0%-50%-100%Change in Install&Engagement%Sep 2020Oct 2020Nov 2020Dec 2020Jan 2021Feb 2021Mar 2021Apr 2021May 2021Jun 2021July 2021Aug 2021Sep 2021Oct 2021Nov 2021Dec 2021TimeSource:BranchInstall%Engagement%Covid-2nd W
52、aveTRENDS FORMARKETERSSource:BranchUnderstanding Paid MediaPaid media drive a significant volume of installs within India.Companies are spending more than ever before on paid acquisition,and CPMs continue to rise.This rise in CPMs pushes advertisers to split their budget with platforms and networks
53、to balance their cost of acquisition and retention.Going forward in 2022,It will be interesting to see the impact in India as recession hits the global markets.Global ad platforms can try to extract more out of the India region which can further increase the cost of acquisition for Indian advertiser
54、s.They will need to experiment with their marketing mix to ascertain the impact of paid,direct and organic channels on attribution.Share of Paid MediaSource:*Top platforms are listed by volumeon Branch platformSocial31.2%Search 39%29.8%Affiliate&PublisherNetworksGoogleYoutubeFacebookInstagramInMobiT
55、op 5 AdPlatforms*Insights on how brands should shape their mediaand communication strategies across theconsumer funnelEngaging new and existing users during thefestive season1.Plan the party:The Planning Phase Now that you know the mind of the festive shopper,understand the finer nuances with first
56、party and third-party signals 2.Throw the party:The Executing Phase Reach the right audience with the power of precise targeting in programmatic platforms 3.Have a blast:The Engaging Phase Engage your audience with immersive and innovative content and experiences 4.Celebrate:The Measuring Phase See
57、the success and measure it with a brand lift study and end-to-end attribution across the funnelThe Lit Bit:How to Win the Heart of the Festive Shopper4 steps to success with the festive shopper Here are few tips to drive better engagement and retentionWatch your brand glow!Advertisers pay a premium
58、to acquire users during this period,but how do you have them coming back to the app in the months that follow;to foster brand loyalty and increase user lifetime value.This directly goes hand in hand with increasing ROI and revenue the longer a user has a relationship with your brand,the more likely
59、they are to perform the in-app actions that define your business KPIs.1:Effective&Customized Onboarding Create a simple onboarding process as well as a user flow that lets the users personalize their app experience to make it more relevant to their interests and goals2:Perfect Push Notifications Use
60、 push notifications that are tailored to your users needs and interests.Leverage deep links to direct users to relevant in-app content to drive higher retention and conversion.3:Use Content to engage users Keep users interested with new and engaging content like interactive Instagram stories,polls,v
61、ideo challenges,and competitions which links to the relevant content within the app 4:Run multi-channel re-engagement campaigns Partner with ad networks and run paid ads targeted towards existing users in order to get them to perform a specific in-app action.They can be strategically used with organ
62、ic methods to prevent churn and revive dormant users5:Leverage Referral Programs to Re-Engage Effective referrals program can accelerate adoption and usage by incentivizing users to refer other users to install your app which then promotes additional installs and loyaltyCONCLUSION:THE FESTIVITIESARE
63、 MOBILEIndias ever-growing mobile and internet usage empowers marketers to make their brands shine bright this festive season.With an audience that is more than willing to embrace the digital world with open arms,the opportunities to drive installs,engagement and purchases are many.However,as audien
64、ces turn to mobile to watch,play and buy,their expectations of value for money and meaningful experiences are constantly on the rise.So,it is imperative to double down on engagement and retention strategies by going beyond installs or traditional advertising to bring ROI in the increasingly competit
65、ive market.This festive season,ensure your audience has a blast.METHODOLOGYThis report by Branch&InMobi reveals trends across apps in India.These insights are also based on findings from InMobis Data Platform and InMobis Audience Intelligence Platform between Q1 2021 and Q2 2022.This covers data fro
66、m over 330 Million smartphone users across 44K+apps.The Branch data has been gleaned from 4.1 billion app installs and 5.2 billion deep links in the period from September 2020 to December 2021 In addition,we have removed any fraudulent clicks,installs,and conversions prior to analysis.InMobiUndersta
67、nd&IdentifyEngage&AcquireInterested in learning more?Write to us at Mobile IntelligencePowered byTransparentIntegratedAlways OnInMobi drives real connections between brands and consumers by leveraging its technology platforms and exclusive access to mobile intelligence.Its Marketing Cloud creates new paths for brands to understand,identify,engage and acquire connected