1、Liftoff 2017 Mobile App Engagement Index1 PurchaseReserve VIRGIN3:15 PM90%VIRGIN3:15 PM90% Subscribe VIRGIN3:15 PM90% BOOKCHECK OUTSUBSCRIBE September 2016 - August 2017 User Acquisition Trends and Benchmarks 2017 MOBILE APP ENGAGEMENT INDEX Introduction Mobile Engagement Benchmarks Mobile Indexes 1

2、0 Average Monthly Cost per Install 11 Register: Monthly Cost in this Index costs hit a high in September at $168.86. Are users more comfortable with the concept of subscription apps and therefore more open to commit to recurring costs? Or have marketers markedly improved how they articulate the valu

3、e their app offers in return for a monthly fee? We cant know for sure. But the positive trend paired with lower costs should encourage more app companies to embrace the subscription model and get in on the action. Liftoff 2017 Mobile App Engagement Index21 The message to marketers: Attach less impor

4、tance to traditional stereotypes and invest more effort and budget in efforts that cash in on the overall shift in user behavior that finds all users males and females using more apps to do more. A prime example is Reserve. Last year, measured at 8.2% for females and 4.45% for males, engagement rate

5、s were markedly lower. This year, the Index shows CPAs for this event jumped to 15.1% for females and 14% for males, while costs remained relatively unchanged. Booking reservations Engagement by Gender Males vs. Females on mobile is clearly moving into the mainstream all the more reason for marketer

6、s to shift from engagement campaigns aimed at educating and onboarding users to more holistic strategies sharply focused on convincing users to make booking apps a more integral part of the daily routine. Whether this is linked to improvements in the app journey, or the outcome of a shift in user be

7、havior that is seeing more consumers trade downtime for more time to browse and buy, we cant know for sure. But CPAs across both genders This Index highlights some noteworthy differences in costs and engagement rates, but these differences are less extreme (compared to the previous year). Liftoff 20

8、17 Mobile App Engagement Index22 show females arent the only die-hard shoppers marketers need to target. Last year, post-install activity engagement rates for Purchase (females: 1.9%; males: 2.2%) were at the low end of the scale, while acquisition costs (females: $56.58; males: $93.64) were pricey.

9、 In 2017, acquisition costs are roughly the same (females: $53.89; males: $91.25), but engagement rates rocketed. Engagement rates hit 8.5% for females and 4.4% for males. Predictably, engagement deeper in the funnel, such as Subscription, comes at a much higher price. But dont let what appears to b

10、e low post-install engagement rates discourage you. Depending on your app and the monthly fee you charge, single-digit post-install engagement rates can mean a sizable and steady income for your app. After all, this is also a category that includes Dating and Finance apps subcategories Liftoff has s

11、hown appeal to males more than females. This explains the slightly higher engagement rates for males (2.6%) compared with females (1.8%). Whats more, males are a bargain at $158.27 (females cost a shocking $253.46). If you have a subscription app, it might be a clever idea to re-balance your campaig

12、n away from catering to indecisive females to courting eager males. Gender: Cost females: 51%) for roughly the same price (males: $6.42; females: $6.12). The opportunity: Only 4.8% of males who install a shopping app also complete a purchase. Among females that total is nearly double, for nearly hal

13、f the cost. Marketers with their eye on the prize should use compelling campaigns, offers even personalization to turn female shoppers into frequent buyers. The challenge: In a word, competition. You can bet the farm that youre not the only marketer excited by the eye- watering conversion rates for

14、deep-funnel post-install activity. The pressure is on to harness all your consumer touchpoints to make users an offer they cant refuse. INSTALL REGISTER PURCHASE $3.25 $6.27 $73.80 Install-to-Register Install-to-Purchase 51.8% 4.4% Install-to-Register Install-to-Purchase 51.0% 7.2% $3.58 $6.42 $74.9

15、7 $3.12 $6.12 $43.52 INSTALL REGISTER PURCHASE Install-to-Register Install-to-Purchase 56.0% 4.8% Men vs. Women . Liftoff 2017 Mobile App Engagement Index30 Travel App Engagement Users are reaching for apps every step of the journey interaction that allows them to embrace and experience the value of

16、 using Travel apps to research trips, reserve vehicles and even book vacation trips. Top-of- the-funnel conversion rates for males and females hover in the double- digits but there are subtle differences. TRAVEL APPS: COST females: $30.52) However, engagement rates vary (males: 16.1%; females: 11.1%

17、), suggesting males are a better investment. The opportunity: Install-to-reserve rates for males are attractive, not prohibitive. Males continue to reserve 45% more than females. The challenge: Install-to-register engagement rates are promising, but dip for those who continue on to a reservation. Wh

18、ere and why are users abandoning the app? Use your data to identify the disconnect, and address it. Install-to-Reserve 11.1% Install-to-Register 22.7% $4.66 $14.39 $28.95 $3.38 $14.92 $30.52 Install-to-Reserve 16.1% Install-to-Register 32.4% Men vs. Women INSTALL REGISTER RESERVE Install-to-Reserve

19、13.5% INSTALL REGISTER RESERVE $4.02 $14.65 $29.74 Install-to-Register 27.4% Liftoff 2017 Mobile App Engagement Index31 Utility App Engagement Time spent in mobile apps rocketed to nearly one trillion hours in 2016, a trend that app market data provider App Annie reports shows no signs of slowing. U

20、TILITY APPS: COST & ENGAGEMENT RATES Its May 2017 app usage research highlights two surprise findings. One, the average smartphone user uses over 30 apps per month (proving that apps have “successfully worked their way into dozens of the tasks that we perform each month.”) Two, Utilities INSTALL REG

21、ISTER PURCHASE $3.53 $14.33 $62.85 Install-to-Register Install-to-Purchase 24.6% 5.6% Liftoff 2017 Mobile App Engagement Index32 UTILITY APPS: COST & ENGAGEMENT BY GENDER Install-to-Register Install-to-Purchase 23.9% 8.1% $3.85 $15.26 $68.06 $3.21 $13.41 $39.82 INSTALL REGISTER PURCHASE Install-to-R

22、egister Install-to-Purchase 25.2% 5.7% Men vs. Women and Tools “lead the way,” which means users, on average, have more Utilities apps on their phones than any other category of app. (Granted, it doesnt follow that Utilities apps are used more than other apps, but their dominant position on devices

23、is surely a boost to visibility, discoverability and ultimately use.) Case in point: From free calling apps to weather apps, Utility is a category that targets a broad audience and use cases common to both genders. Overall, CPIs ($3.53) are somewhat higher than the previous year ($2.91). But post-in

24、stall engagement activity is also up slightly to match. The opportunity: Female users are cheaper to acquire and much more willing to make a purchase. At $39.82 they offer incredible value for money. Whats more, with an install-to-purchase rate of 8.1%. females far outperform males. The challenge: P

25、urchase is a deep- funnel engagement that is tough to trigger, but worth the effort. Marketers are well advised to focus more effort on converting interested users into paying customers. Liftoff 2017 Mobile App Engagement Index33 Regional Analysis In addition to a review of cost and conversion rate

26、data across gender and platform, this years Index also goes one step further. For the first time the Index breaks down data and metrics by region (North America, LATAM, EMEA and APAC) to help marketers prioritize efforts and targets as they map out strategies to grow their audience and app foot prin

27、t in the year ahead. But before we embark on this “world tour” and highlight some of the key opportunities (and challenges) across the regions, keep in mind that differences in costs could be linked to the number of apps in each region, or the level of the mobile-readiness of users in that region or

28、 both. A prime example is LATAM, where mobile app growth is soaring (as are engagement rates), while a lack of local payment infrastructure across predominantly rural areas means some users though open and eager to make purchases cant use their apps to complete them. Cost and conversion for Install

29、tell a familiar story that runs through the data like a leitmotif. North America, a region leading in the production of and passion for apps, naturally is home to a population of highly-engaged app users. The flip side: they come at a price. Significantly, both acquisition costs ($38.07) and convers

30、ion rates (a whopping 15.9%) are attractive, indicating that users “get” the value proposition offered by retail apps. Such solid numbers beg the question: Liftoff 2017 Mobile App Engagement Index34 Are consumers ripe for even more retail therapy? Marketers that push the boundaries with marketing to

31、 tap this pent-up demand might be rewarded with a tidal wave of commerce. Deeper down in the funnel differences between the regions become more pronounced and profound. At first glance, APAC appears to offer an audience that is motivated to engage with apps at reasonable prices. But turning eager ap

32、p users into loyal app advocates requires marketers to employ effective campaigns that resonate with diverse populations. At one level, marketers need to ensure apps and campaigns are localized and more importantly aligned with cultural norms and sensitivities their audiences value. At the other end

33、 of the spectrum, marketers must accept the role of a Sherpa, ensuring that all consumer touch points are aligned and locally relevant in order to accompany app users on a journey deeper in the funnel. Marketers that adapt their apps and campaigns to cultural differences can win big, but its not an

34、easy win. Viewed through this lens, APAC makes good business sense if you have the app and the infrastructure to engage and re-engage your users. For marketers that lack the necessary arsenal of capabilities to support this level of depth and breadth in their campaigns, EMEA is better fit. EMEA may

35、not be as mobile savvy as APAC, but app use is on the rise as users discover they can do more with their apps. Reserve is a solid example. At 6% the conversion rate is positive and promising. Clearly, marketers have been successful in educating users and influencing them to make bookings. Purchase i

36、s another matter. Numbers may seem small now but it wont stay that way for long. After years of stop-starts, mobile payments are finally poised for takeoff, according to Forrester Research. It pegs the value of mobile transactions in the EU-7 France, Germany, Italy, the Netherlands, Spain, Sweden an

37、d the UKto jump almost threefold during the next five years, from $52 billion at the end of 2015 to $148 billion by 2021. Drivers are the increased consumer awareness and a proliferation of mobile payment options including apps that enable instant-commerce. Liftoff 2017 Mobile App Engagement Index35

38、 Overall, shoppers have shown little interest in making purchases with their app, but that is going to change faster than you think. Will it be a boost to Subscription apps? The jury is out on that one, but its easy to imagine that effective marketing could unlock pent- up demand provided the value

39、is clear and the engagement is appropriate. Connect the dots, EMEA is a market on the move but to move the needle on their apps in the coming year marketers will have to double-down on efforts to develop and deploy campaigns that push the envelope and build trust. REGION: COST & ENGAGEMENT RATES 100

40、.0% 100.0% 100.0% 100.0% $3.10 $3.42 $2.80 $6.06 $24.35 $56.77 $18.42 $30.12 $58.12 $100.15 $340.51 $38.07 5.3% 3.4% 0.8% 15.9% Install Purchase Subscribe Reserve In-App Purchase COSTINSTALL-TO-ACTION RATE APACEMEALATAMNAR 2.3% 2.1% 0.8% 3.5% 12.7% 6.0% 15.2% 20.1% 4.0% 3.0% 1.4% 9.8% $135.29 $166.3

41、6 $349.69 $174.74 $76.98 $112.40 $201.71 $62.11 Liftoff 2017 Mobile App Engagement Index36 What you find valuable and worth taking on board as you plot your competitive course for the year ahead will like all things depend on your app category and your engagement objectives. But a closer examination

42、 of costs and conversion rates reveals 4 mobile app marketing mega-trends you need to know no matter the audience you target or the budget you invest. #1 The best time is all the time. Mobile apps have created new paradigms and new opportunities for marketers to engage with users. While the Index pi

43、npoints opportunities throughout the Conclusion year (linked to seasonality and events such as holiday shopping), the lack of clear correlation in the case of many app categories suggests its time marketers rethink the practice of timing app spend and campaign pushes to specific months or seasons, a

44、nd open the aperture of what they offer and when to take full advantage of the multitude of “micro- moments” apps are creating, and users are embracing. #2 *Real* results are generated deeper in the funnel. In many cases, CPAs and engagement rates for top-funnel events for example, Install are flat, Drawing from data across a broad range of apps and a wide array of post-install engagement activities, this years Index is chock-full of analysis and actionable advice relevant to all marketers.