Hey there! Another month has come and gone, and along with it a slew of news, reports and updates that are changing the world of mobile! Here’s the latest in our monthly series on mobile marketing news – let’s jump in:
Google Play introduces pre-registration for new apps
For app publishers looking to get a head start on their app promotion, Google Play has introduced a way to start building a mailing list of users interested in downloading your app once it’s live! As reported by The Android Police, the new Terminator Genisys: Revolution is the first app to use pre-register feature, which is currently only available to select publishers. We’ll definitely be keeping our eye on this trend!
Apple launches beta version of App Analytics
The program gives developers access to a selection of metrics regarding their app and its usage, including what types of devices are accessing their software, and from where in the world they’re using them.
Rumor-mill: Google Play to launch A/B testing?
According to The Next Web, Google may soon give Android developers the ability to test varieties of their app profile page. The rumored program is expected to be launched at Google’s upcoming I/O developer conference. From an app publisher point o f view, A/B testing on the store will let them try out different copy, screenshots, colors, as well as pricing, which can unlock important insights as to what compels users in various markets to download an app.
Social apps are hot in the US, but messaging apps lead elsewhere
Americans are using social apps much more than their counterparts in the UK, Germany, Japan and South Korea, according the the newest report from App Annie (TechCrunch). Looking at Android app usage in Q1, the analytics leader found that users in the US are opening social apps while the other countries in the study show a preference for communication app.
Preference of social and communication apps also vary depending on regions, with Facebook leading in the US, and WhatsApp, LINE, and KakaoTalk leading in adoption elsewhere:
Mobile to account for 42% of total eCommerce sales by 2019 (UK)
Purchases made via mobile devices will account for a third of UK retail eCommerce sales, according to eMarketer’s latest estimates. Making up 33% of total eCommerce sales, the growth trajectory for mCommerce sales is particularly steep, with a rise of 30.3% forecast this year. With more consumers adopting smartphones and tablets to buy online, eMarketer predicts UK retail mCommerce sales will reach £19.92 billion ($32.80 billion) in 2015, and by 2019, that figure will climb to almost £37 billion ($60.93 billion) making up 42% of all retail eCommerce sales.
Shoppers want mobile & wearable tech
A recent survey by PowerReviews suggests that shoppers are increasingly using mobile & wearable technology while shopping. Over 90% of respondents said they use technology to help them shop, while 80% stated that they are interested in accessing product ratings and reviews while in store. Just under half (45%) of smartphone owners said that they plan on purchasing a wearable device in the next 12 months, with 27% indicating that they’d like to see retailers adopt one-click payment via wearables. (Econsultancy)
What is the best day of the week to promote your iOS app?
The folks over at SensorTower released a comprehensive study across various iOS app categories to help app marketers plan their promotional activities. Using estimated weekly downloads and revenue for all iOS apps in the US in Q1 2015 and they broke down the data by day to see what day makes up the highest percentage. It turns out that weekends are usually best to promote or launch a new application, however if you have a Business or Finance app you may want to promote mid-week as this is when the majority of downloads happen. Another surprising result: if you have a Fitness app, avoid spending on promotions on Fridays – your user simply isn’t that engaged! Check out the full report for more insights.
Video leads in user acquisition effectiveness
Video is the top trend for user acquisition campaigns, according to AdColony. Surveying the top 100 grossing app developers, they found that 98% of respondents turn to video for mobile user acquisition, making it the channel of choice among top grossing publishers, while print, out of home, playable and TV formats are least used across the board.
Following closely behind, interstitials, Facebook display, and other display ads are top choices for effectiveness, thanks to user quality.
B2B’s to increase spending on mobile
Salesforce polled more than 2,100 B2B marketers about their marketing spending and found that many are shifting their budgets from traditional to digital, specifically mobile, channels. Of the respondents, 66 percent will increase spending on content marketing, followed by marketing automation (66 percent), mobile apps (65 percent), location-based mobile tracking (65 percent), social media advertising (64 percent) and social media marketing (64 percent). Mobile is critical to the success of B2B’s with 60% viewing it as an enabler to other activities.
Facebook App Install Ads Support Deep-Linking
Expanding their very popular app install ads, Facebook now supports deep-linking capabilities to further optimize mobile campaigns. This feature allows advertisers to send users to a specific in-app purchase pages once the app downloads.
Previously, advertisers would have to cross their fingers in the hopes that, after downloading a new app via an ad, the user would dig through the app to find the product again. With deep-linking the user would be redirected immediately to the page after download, improving conversions. Cheers to that!
App Monetization: Subscription model is gaining traction
With increased popularity of subscription-style apps like music streaming and content publishers, the business model is being adopted by more mobile apps, according to a recent report from Business Insider. Most likely used alongside advertising, the subscriber base for “freemium” models make up a relatively small portion of an apps total users: Spotify (25%), WhatsApp (21%), Pandora (5%), Match Group (5%), The New York Times (3%), and LinkedIn (2%). The key success, they say, is to target the most loyal audiences, and sell them on an expanded offering — bundles of features or content — that they find irresistible.
Want to understand app usage? Take a look at user gender!
Men and women use mobile apps differently, according to a new Mobile App Engagement Index report from Liftoff. Looking at over 550 million app actions across six main app categories: dating, finance, shopping, social, travel and utility, they found that women are 23% more likely make in-app purchases. Furthermore, the cost to acquire female users for shopping apps is much lower than targeting men. Women also lead men in social apps, with 36% more women sharing content via apps than men. On the flip said, men are most likely to use financial and dating apps, and are also cheaper to acquire, however, for dating apps, women make up a higher share of user who continue on to subscription.
Mobile devices are now the main source of Google search traffic
Traffic coming from smartphones has surpassed desktop in 10 countries, including the U.S. and Japan, according to Google executive Jerry Dischler. While mobile search had already passed desktop in India as early as 2013, it seems that other developing countries in Africa, Latin America, and Asia have gone directly to mobile, bypassing desktop completely. Not a surprise to many, the news does mark a milestone for Google, and could indicate more about the future of organic and paid search. In fact, Google has recently launched new Hotel, Automobile and Compare Ads for mobile, amplifying their Adwords offering for businesses needing to reach their increasingly mobile consumers.
Android accounts for more than half of global mobile web traffic!
Android devices accounted for 52.2% of mobile web browsing worldwide, while Apple’s share dipped to an all-time low of 38.8 percent in April, according to latest report from NetMarketShare. Meanwhile, other mobile platforms are rendered all but irrelevant with Windows Phone and the discontinued Symbian accounting for 2.07 and 2.79 percent share of mobile web browsing.