Today, we’re highlighting six major trends in mobile (like m-commerce, in-app advertising, mobile UX, and ASO, just to name a few). These specific aspects of mobile apps and the mobile web should definitely influence how you approach your analytics, and how you use your data. So don’t forget to consider them when evaluating and adjusting your digital strategy, particularly right now, as plans are being made for next year’s budget…
80% of Internet users use an average of 5 applications*
Considering that on average, a user has 28 apps installed on his or her device, 5 is not very many! Compare how many applications you have on your smartphone with how many you actually use…
As soon as a user downloads an application, the clock is ticking. On average, an app loses half of its users after only one day. And just one week after an app has been installed, most apps have already lost 80% of their users.
Insight #1: Focus on your user retention rate. Use the retention matrices available in your digital analytics tool to understand your visitors. Study relatively long periods (several days or weeks) and segment your data into several visitor cohorts.
54% of mobile transactions made worldwide are done via applications*
For m-commerce, mobile apps remain an efficient driver of conversions, with ratios superior to those of mobile web in terms of conversion. In addition, mobile apps generate a retention rate that’s twice as high as retention on the mobile web for new users.
Insight #2: It’s in your best interest to invest in an app analytics solution. This will enable you to optimise the different phases of your marketing strategy: acquisition, engagement, retention. But don’t limit yourself to simply analysing mobile apps – be sure to take a holistic approach, and measure your digital performance on different devices and platforms. By comparing and putting your cross-device data into perspective, you’ll obtain a more pertinent and useful view of your digital activity on a whole.
*Source: Criteo (2016)
In-app advertising generates 50% more sales than campaigns on the mobile web*
The conversion rate for these in-app campaigns is 70% higher than on mobile Internet. In addition, according to ZenithOptimedia, in 2017 mobile is expected to become the primary online advertising channel. Advertisers worldwide will spend $99.3 billion to promote their brands on mobile, compared to $97.4 billion for desktop advertising.
Insight #3: Monitoring mobile advertising performance has long been difficult (if not impossible). But today, measuring the results of this type of campaign is easy. So beware of advertising agencies and authorities who offer their own tracking solutions: because they’re both “judge and jury”, you’re placed in a position where you must rely on their data in order to purchase advertising from them. It’s advisable to opt for third-party tools to ensure that your data is completely neutral.
*Source: Sociomantic (2016)
More than four million applications are available on iOS and Android*
In the jungles of the app stores, it’s very tough for brands to stand out. And according to Amplitude research, more than 90% of apps present on iOS and Android are “zombie apps”, meaning they don’t have enough users to be found organically via search, a list or a category.
Insight #4: To stand out in app stores, its essential to perform a competitive analysis. A benchmark can provide interesting additional insights into your market and your competition, including a variety of different information: performance by operating system, user perception, rankings, ratings and comments, and so on.
Our specialised mobile consulting services can provide you with this information and these valuable insights.
*Source: Statista (2016)
Average app uninstallation rate can reach 54%…
…for gaming apps in particular. Lifestyle applications, such as maps or local listings apps, have an average uninstallation rate of 24%, followed by news and magazine apps (20%) and travel-related apps (18%). As for social media applications, they rarely suffer the fate of being uninstalled.
Insight #5: One of the main reasons for uninstallation is the number of application crashes. Track the technical performance of your application and make sure that new versions are more stable. Using crash analysis in your in-app analytics, you can see on which pages the application tends to shut down.
*Source: Médiamétrie (2016)
It takes two weeks to tag a mobile app (using traditional methods).*
This perfectly illustrates the cumbersome nature and complexity of application tagging. Traditional implementation of analytics tags on a mobile app is one of the main barriers to measuring mobile performance. Until now, tagging a mobile app has required lots of code to be integrated, and technical teams had to be heavily involved.
Insight #6: AT Internet’s innovative new Smart SDK enables SDKs to be implemented using a single line of code, and you can edit or update your analytics tags rapidly by simply navigating through the app itself. It’s a significant time-saver. Find out more!
*Source: AT Internet (2016)
For more ideas on putting this advice into practice, check out our latest webinars on the subject:
The Mobile & Multi-device R&D project has been co-financed in part by the European Union with funds from the ERDF, and in part by the Region of Aquitaine.