It’s another year to learn new things from the year that was. And many aspects are considered, especially if you are running a business and is very much looking into keeping up with the trends. In this post, I am going to share with you some insights marketers should consider this year particularly on mobile app marketing, citing data trends and takeaways from Localytics E-book called “The 2015 App Marketing Guide”.
It can’t be denied that mobile apps have become the primary way people consume information these days. Most of the time spent in mobile apps now far outweighs that of mobile web usage, which clearly means that consumers have found new ways to interact with your business. People are now glued to their gadgets, which means they can have an access to information while on the go, even having access to other mediums like the web and television.
However, many mobile apps still falter and that competition is still continuously growing and app users’ attention span shrinks. Take an example, the number of apps in the Apple App store, having 1.2 million reaching in July 2014. Google Play reaches 1.3 million too, according to statista.com. Encouraging app engagement the first few days can be difficult, and sometimes, traditional web tactics don’t apply.
Here are a few questions you might want to consider as guides as you venture out mobile apps for your business this year:
What does that state of the mobile app show us?
What does success look like, and how can brands win over mobile consumers?
What do you need to do to prepare your app for an optimal and profitable 2015?
The 2014 App Engagement Landscape
Historically, the metric most marketers have used to judge the popularity of an app is the number of downloads from the App Store or Google Play Store it gets. Wherein fact, tracking downloads is already an outdated and inaccurate way to measure success. Below are some more insights about how to maximize the trend on mobile app marketing:
User retention, interactions and making users engage on their terms after the app download is the real deal.
Looking back the year that was, 2014 was a banner year for app engagement. It has also been discovered that larger screen sizes offer additional opportunities and the time spent in apps improved across the board.
2014 has proven that the definition of success for app lies in their ability to create an engaging, dynamic experience that prioritized ongoing value.
Find #1: Overall Time in App is Increasing
More frequent app launches drive a greater time in app.
According to Localytics’ 2015 App Marketing Guide E-book, the 21% has increased when it comes to the amount of time people spend in apps over last year. App launches have increased from 9.4 times a month to 11,5, while the length of individual app sessions has been relatively constant over the y ear at 5.7 minutes.
Music apps show greatest improvement
With music being such a commercial tool in the Internet field, such app category as music apps have shown a greater increase than others. With a 79% increase in time spent, it resulted in an increase of 64 minutes per month compared to last year. The time spent in music apps has drastically increased, as more people shift from iTunes to music apps such as iHeartRadio and Soundcloud.
It shows that these apps offer greater flexibility around music playlist, genres and radio features. And having these music apps, most of them, incorporate a social component, allowing people to share their favorites playlists to their social media accounts. These reasons could explain why Music has seen such a strong time in app increase over the past year.
Second to the highest increased in time in app is the Health and Fitness category, which has shown 15% for an average of more 22 minutes per month spend with these apps than last year.
Lately, health features are now coming standard among many smartphones as that of the iPhone 6 and iPhone 6+, having the new Health app and Samsung Galaxy S5 releasing similar features with the Apple health app counterpart, monitoring heart rates and making it as fitness tracker.
Social networking dominates app launches
Social networking apps show the highest number of app launches yet with the slowest session length. It means people are opening the app more frequently than others, but aren’t staying there for long. News, Music and Sports app also exhibit the same increase in number of app launches, likely due to the real-time aspect of such apps.
Session length is the highest in the Music category. Music apps such as Spotify are commonly used during commutes and downtimes, so it is no surprise that it has the highest app session length, helping drive increase time in app from last year.
Find #2: Time in App is Higher in Large Screen Devices
In 2014 there was an average of 68% increase in time in app on phones with at least a 5-inch screen. In some cases, the increase is as high as 142%.
Large screens make do most of the productivity, that is why gaming apps demonstrate one of the largest increases in time in app based on screen size, requiring quicker finger movements, making it easier to do on them.
There is an inclination towards large screen devices for video streaming or reading, which is very much understandable, making most of the other categories such as Photography, Sport, News and Books. Music, however, is much more surprising. It may be because more music apps are involving a social networking component for sharing playlists, commenting and liking.
Find #3 Higher Mobile App Opens, Longer Time Spent in Tablet Apps
People are always on-the-go nowadays. Smartphones and tablets are fundamentally used in different ways. For most people, their smartphone is always on them, while their tablet usually stays at home.
With this access to smartphones throughout the day, this naturally lends itself to more app launches. In 2014, there is an average of 36% iPhone apps launched more than that in iPads.
The average session length for an iPhone is 5.2 minutes, which is over a minute shorter than their iPad counterparts at 6.4 minutes, having a difference of 23%.
Essentially, the larger the screen size, the more likely users are to spend more time in apps.
Looking back on 2014, app engagement is on the rise, and users are looking for more mobile interactions, which will ring true.
However, a question about its effect on retention rates is still there. With this, how do you acquire the users you know will be most engaged? Plus, what kind of marketing should you run to improve engagement and keep users coming back again and again?
For the next post, we are going to dig into the data details by examining 2014 trends in user acquisition, retention and marketing tactics to determine exactly how one can prep up for a phenomenal 2015.
Be posted for the second part of this article!