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Mobile Marketing News July 2015

Mobile News Round-up July 2015

It may be summer but that doesn’t mean that mobile news goes on vacation! This month we’ve got new stats on mobile usage, engagement and more! Let’s dive in…

Comparing Mobile Usage & Engagement in US, Canada, UK

Comscore has released their latest edition of The Global Report on Mobile, looking at multi-platform audiences across the US, Canada and the UK. While mobile continues to dominate time spend, US audiences show the highest skew of usage time towards mobile at more than a 60/40 split, while Canada is closer to 50/50. When it comes to mobile, the majority of usage occurs via apps, particularly on smartphones.
Smartphone app engagement has already surpassed desktop in the US.

time spend desktop vs mobile

Other findings from the report:

  • Smartphones are now driving the highest portion of digital media time spent amongst Millennials Age 18-34, a dynamic
    that is most pronounced in the US where they account for 61%, but is also true in Canada (47%) and the UK (50%).
  • Desktop internet usage still accounts for a big slice of internet time among those Age 55+ in all three markets.
  • Across all markets, Millennials (18-34) have the highest smartphone penetration at 90%+
  • Social and Entertainment drive the highest multi-platform engagement. Across the US, Canada and UK, Social Networking and Entertainment combine to account for about 40% of total digital media time spent
  • Content categories like Maps, Weather, Photos and Social are mobile-dominant today. Many leading and up-and-coming media companies like Facebook, Twitter, Snapchat and Buzzfeed rely heavily on mobile to drive audiences and engagement.

Get the full report here

 

Having an app isn’t enough for retailers

Data from AppDynamics’s “An App Is Not Enough” report shows that 70% of customers say the performance of a mobile app impacts their perception of the retailer.  The study—which polled 4,000 German, French, U.K, and U.S. smartphone and tablet users—found  that 40% would try a new app if it promised to deliver a more convenient shopping experience, while 67% of respondents say they’d ixnay shopping with a retailer if that retailer’s app offered a negative experience.

  • 43% of consumers say they want mobile apps that allow them to purchase products while in-store, instead of queuing for a sales assistant.
  • 57% say they’d like retail apps to inform store assistants of past purchases to create a more tailored omnichannel experience.
  • 56% say they’d be encouraged to visit brick-and-mortar stores if apps provided them with personalized offers when they’re in close proximity.
  • If unable to complete a purchase, 3/4  of consumers say that a prompt and personal apology would persuade them to revisit the retailer.

 

Mobile advertising growing in priority

A new survey of marketers from mobile ad platform xAd confirms that mobile is on the radar for most marketers, with the majority of respondents calling mobile a significant or top priority.

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The survey also confirms that location based advertising is being used as a way to reach specific audiences. While nearly 80 percent of marketer-respondents said they were already using location targeting, many point out that an inability to measure the ROI prevents them from spending more on mobile location advertising.

Screen-Shot-2015-07-27-at-6.07.05-AM-800x332

 

Google testing buy buttons in mobile search ads

In a move to help retailers increase mobile engagement and sales, Google is now testing “Purchases on Google”. The new ad product which will roll out to all advertisers in the coming months allows shoppers searching on mobile for a specific product to click on “Buy on Google” text and be taken to a retailer-branded product page hosted by Google. According to a blog post announcing these ads, checkout is simple and secure, thanks to saved payment credentials in a user’s Google Account.

POG - Under Armour

 

Search Ads on Google Play

Search Ads on Google Play are now available to all advertisers and developers who use Search app install campaigns on AdWords. With a reach larger than 1 billion people, in more than 190 countries, Google Play search ads help developers drive more awareness of their apps and give consumers new ways to discover apps.

App ads are displayed at the top of Google Play search results

App ads are displayed at the top of Google Play search results

 

Banner vs. Interstitials for app promotion?

We love a good case study, especially when it can help us optimize our mobile acquisition strategies, so when we came across this one from Google, we had to share it! Google decided to take a closer look at the interstitials they were using to move mobile users to their mobile app (vs mobile site). While 9% of the visits to their interstitial page resulted in the ‘Get App’ button being pressed, an alarming 69% of visitors abandoned the page entirely, neither clicking to the app store nor to their mobile website. Launching a smart banner instead, they were able to increase 1-day active users on our mobile website by 17%.

While full page interstitial can interrupt the user from reaching their desired content, banner ads are less intrusive

While full page interstitial can interrupt the user from reaching their desired content, banner ads are less intrusive

Read the full study here.

 

App Install Ads Help Marketers Cut Through the Clutter

Paid app discovery and install campaigns are increasingly important for many app marketers – eMarketer expects US mobile app install ad spending to rise by 80.0% this year, reaching $3.00 billion, making up 10.4 % of all mobile ad spending. And, with the growing budgets of app publishers, more ad products are being developed to reach mobile users – from search to social and in-app ads which make up the most effective types of digital ads, according to Google.

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Report: 90% of app installs may lead to disengaged users

Kahuna has aggregated and analyzed data from hundreds of clients across 16 industry verticals for a recently published report showing that up to 90 percent of people installing apps may drift away after three months unless those developing them have an engagement marketing strategy such as push notifications. As stated in the report: “Self-serving, misdirected and spam-like messages delivered by companies have no place on such a personal device. Because of this, mobile marketing has evolved from simply tallying installs to a complex measure of each individual’s engagement and lifetime value–only the most relevant, contextual and timely marketing communications will drive positive financial results.” More findings include:

  • The average opt-in rate for push notifications is 62 percent.
  • Android outperforms iOS with an average opt-in rate of 78 percent, whereas iOS only sees about a 46 percent opt-in rate.
  • Opt-in rates vary drastically by vertical, with the highest being Travel & Transportation (78 percent) and the lowest being Medical, Health, & Fitness (35 percent).
  • For opted-in users, the average 30-day audience retention rate is increased by 125 percent, the average 60-day retention rate is increased by 150 percent, and the average 90-day retention rate is increased by 180 percent.kahuna-opt-in-rates

 

America’s Growing Smartphone Addiction

According to a recent Gallup report, 81 percent of American smartphone owners keep their device with them nearly all the time with 72 percent of the respondents claiming to check their smartphone at least once an hour, most of them several times. Young Americans are checking their phone even more often – 22 percent of 18- to 29-year-olds glimpse at their phone every few minutes and another 51 percent do so several times an hour. While this may sounds excessive, 61 percent of the respondents claim to use their own device less frequently than the people around them – a misperception that is not entirely unlike addict behavior.

Infographic: America's Growing Smartphone Addiction | Statista

 

Global smartphone market continues to grow

Fueled by strong growth in emerging markets, global smartphone shipments reached a total of 337 million units in the second quarter of 2015. The 2Q15 shipment volume represents the second highest quarterly total on record.  Market leader Samsung was the only vendor among the Top 5 to suffer a year-over-year decline in shipments and consequently saw its market share drop from 24.8 to 21.7 percent, while Chinese vendors Huawei and Xiaomi continued to gain market share in the lower-cost segment.
Infographic: The State of the Global Smartphone Market | Statista

 

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