A monthly round-up of the need-to-know mobile marketing news, trends, stats and more!
Google Play introduces age-based ratings and review requirements
Google Play has introduced a new, locally relevant age-based rating system for apps and games that will also require all apps are checked by Google reviewers. While the news comes on the heels of criticism for the lack of human oversight over the content and quality of apps that make it into the stores, Google states that this new requirements will “help improve app engagement by targeting the right audience for your content”.
Next Version Of iOS: Download Free Apps Without A Password
According to 9to5Mac, a new option found under the “iTunes & App Store” section with the iOS Settings application will allow iOS device owners to disable the password requirement for free apps and other downloads. This could help developers of free apps as users will be able to tap the “Get” button, sending the app to their device without the need of entering a password.
Google starts testing app ads inside Google Play
Google will start piloting sponsored search results on Google Play, giving marketers a way to pay for app discovery from inside the app (vs. mobile web search). Ads will be made available to advertisers already running search ads on Google.com.
App Engagement: Android vs. iPhone?
Could Android be giving iPhone a run for the title of most engaged users? A new study from Localytics suggests that high end Android devices show 40% higher user app engagement, beating out the latest generation of iPhones and giving app developers even more reason to develop cross-platform apps!
Push Notifications – Opt-in Benchmarks
According to eMarketer, retail industry apps land among the lowest for push notification opt-in with iOS users worldwide . Only slightly higher than FMCGs, retail apps average at around 37% opt-in rates, much lower than leading entertainment, gaming and e-commerce apps. To improve opt-in rates and retention, it’s best to use personalization, segmentation and targeting when sending push notifications. Learn more about app engagement best practices here.
The real cost of marketing an app?
The cost of marketing your app is rising, that according to the latest data from Fiksu. Cost Per Loyal User Index (CPLU), which is the cost of acquiring a loyal user, reached an all-time high of $2.90 (compared to $1.80 in January 2014).
The report also puts the Cost Per Install at $1.28 on iOS (a 7% increase over LY) and $1.53 on Android (a 23% increase over LY). Fiksu says the increase in costs are due to advancements in targeting from leading advertising platforms (Facebook, Google, etc.) which are in turn helping app marketers acquire a higher quality user.
Ad spending in-app to outpaces mobile web nearly 3-to-1
Spending on mobile advertising in the U.S. is set to surpass spending on desktop ads, according to a new report from eMarketer. In 2016, expenditures on mobile ads will hit $40.50 billion, while spending on desktop ads will hover at about $26.59 billion
This year, $20.79 billion will be spent on adverts in mobile apps, compared with $7.93 billion on mobile browsers. This means app spending will outpace mobile Web browser ad dollars nearly 3-to-1, eMarketer said in a recent post. Next year, when mobile expenditures are poised to surpass desktop, app ad dollars will rise 42.6 percent to almost $30.0 billion, which will represent 73.2 percent of overall ad spending in the U.S.
Don’t believe me? Just Watch!
It was a month full of chatter about the new Apple Watch and the types of applications it’ll have when it launches. Techcrunh gave us all a nice recap of Apple’s VP of Technology, Kevin Lynch speach to help us visualize some of these apps.
Online Shoppers Want More Flexibility
A new study out from Comscore and UPS reports that global online shoppers want more flexibility with delivery & payment option, noting that mobile is a catalyst for omnichannel shopping requiring attention from retailers. Among the findings:
- Brazilian consumer report barriers to mobile shopping. 39% said they can’t get a clear or large product image, 31% said they cannot easily view product information, and 34% said it is hard to compare products
- European consumers make the fewest purchases on a smartphone (19%) compared to the other markets and less than half (40%) use retailer mobile apps
- <43% of Mexican consumers reported using their smartphones to research products before visiting a store<
- Americans make more purchases on tablets than any other market
- Chinese and Hong Kong (76%) and South Korean (75%) smartphone shoppers prefer making purchases on a smartphone
See an interactive map of the findings here
Android cost-per-install rates less than half of iOS counterparts
According to a report from Kenshoo suggests that while Apple’s platform is more expensive, it may deliver better conversions over time. The study which comprises data from more than $19 million in spend, and more than 10 million app installs, across more than 100 countries worldwide also revealed:
- Android users are more likely to click on a mobile app ad, but once they click, iOS users are more likely to install an app.
- The cost of a mobile app install, however, only rose 19 percent during the period of the study.
- Overall, monthly CPM rose 103 percent over the course of the entire year. Gaming and e-commerce impressions cost more than those for other consumer apps.
- The overall rise in monthly cost-per-click (CPC) was greater than that of CPM over the 12-month period, with December showing a 179 percent increase over January.
- Mobile app installs via mobile ads were up 182 percent, though overall click-through rates (CTR) were down 27 percent over the study period.
Phablets Lead the Mobile Growth Charge
Recent data released by Flurry suggests that phablets are driving usage growth increasing 148% year over year. Thanks to new devices like the iPhone 6 Plus and the Samsung Galaxy Note, phablets are propelling the overall mobile and app industry to 78% year over year usage growth (as measured by number of sessions).
Looking at what type of apps are being used on phablets illustrate that these larger screen devices are for multimedia consumption. Growth across Music, Media & Entertainment, Sports, and News & Magazines app categories show phablet growth skyrocketing past over devices.
And last but not least…
HOW much did the App Store outage cost iOS developers?
Estimates from various news sources have put Apple’s total losses resulting from the outage at as much as $25 million, and meaning that app developers lost about $15 million. While an App Store outage is out of developers control, SensorTower offered up some preventative advice to developers should it happen again, including making sure any paid campaigns are based on CPI so you’re not paying for impressions that can’t convert!