A monthly round-up of the need-to-know mobile marketing news, trends, stats and more!
App Usage Peaks at 8pm
If you’re ever wondered when people are most using a mobile device have no fear, Localytics has found that 8pm is the usage sweet spot across a wide variety of apps. Understanding when users are engages with apps can help you optimize your ad campaigns for times of peak usage, provide timely content updates, as well as guide your users to actions you want them to take with in-app messages.
Pinterest Introduced App Pins
In addition to recipe pins, product pins and article pins, Pinterest is now serving up app pins to mobile users thanks to a partnership with Apple. Mobile users will be able to tap pins to install apps that appear in search results. So far app pins are being hand-selected by Apple, but this news will certainly be interesting for app developers as they try to find new ways to increase discoverability.
Paid Install Ads Boost Organic Downloads?
Latest research from Tune suggests that investing in app install ads can also boost your organic downloads, thanks to after-effects of increased ranking and visibility. According to their findings, for every paid install an app receives, marketers can expect to acquire an additional 1.5 organic installs. (for more on app install ads, see our blog post)
Apple dominates in device, but Android leads in OS in the US
Lastest research from ComScore estimates 182 million Americans owned smartphones (74.9 percent mobile market penetration) in December, up 4 percent since September. Apple’s dominance as the top smartphone maker in the U.S. continued throughout 2014, though it didn’t grow much share toward the end and finished the year with 41.6 percent of the pie. When it come to operating systems however, Android makes up 53.1 percent market share (up 1 percentage point from September), followed by Apple with 41.6 percent.
Free vs. Paid apps
According to a report published by eMarketer, only 33% of US mobile users will pay to use an app this year, suggesting that smartphone users prefer free, ad-supported apps. Interesting to note is that tablet users are much more likely than smartphone users to buy apps for their devices
Tablet sales down: is the hype over?
For the first time since Apple introduces in iPad in 2010, worldwide tablet shipments declined. According to numbers released by IDC, leading tablet manufactures shipped 76.1 million units between in Q4 2014, compared to 78.6 million devices in the previous year’s holiday quarter.
Marketers Focus on Mobile-readiness
Customer experience and personalization are at the forefront of marketers’ minds, as they continue to work on being omnipresent according to the latest Digital Trends Report from Adobe. While marketers agree that mobile relevance has increased and that it should be a core competence of their business, there is still a divide in experimentation with new features like geo-location and beacons across industries, with only 11% of respondents currently leveraging the technology. (see breakdown by industry below)
Mobile shopping growing in UK
Mobile shopping is growing at nearly four times the rate of overall online spending in the UK, according a latest numbers from Ipsos and PayPal. The same study also found that 37% of UK smartphone owners who had not used their smartphone to shop online in the past 12 months said that screen size prevented them from mobile shopping, which surpassed both security concerns (30%) or poor network connections (12%). Despite this, a third (33%) of online shoppers report making a purchase online via smartphone in the past 12 months, and 23% report buying something via tablet.
Beacons to continue to drive retail sales
Business Insider expects beacons to directly influence over $4 billion worth of US retail sales this year at top retailers (.1% of the total), according to a new report. That number is expected to climb tenfold in 2016 to over $44 Billion, thanks in part to strong adoption of beacon-triggered messages in the form of mobile coupons. Not surprisingly, mobile coupons made up $3.5 billion of retail sales in 2013. BI also points to increase online/offline integration between loyalty programs and beacon technology, like the ability to reward customers for all sorts of location-based actions, even just walking into a store.
News from Your Favorite Apps – via Google Now
Google Now, Google’s service focused on bringing you real-time information to your mobile device, is now offering relevant information from over 40 apps. Working directly with big brand app developers, the move helps position Google as a message center for updates from all the apps on your phone (leading more users to refer to Google Now vs. opening each individual app). Only available on Android for now, Google does plan to roll this out on their iOs app, as well as open it up to more apps in the near future.