AppsFlyer has released their study, App Marketing Best Practices for the 2016 Holiday Season, to guide app marketers' strategies to win the holiday rush. The study focuses on two key app categories: shopping and gaming, and highlights the differences in behaviors between iOS and Android users. The data to inform the study was pulled from 50 million app installs in the United States of over 500 shopping and gaming apps.
In its US Holiday Ecommerce Preview 2016, eMarketer recently predicted that eCommerce will surge 17.2 percent in Q4 this year -- with mobile being the main driver of this trend. In fact, the analyst firm forecasts that mCommerce in the United States will rise by 43 percent in 2016, driven by a 78 percent spike in sales via smartphones. Armed with this knowledge, it is imperative that mobile marketers ensure their strategy is firmly in place this holiday season, and move quickly as holiday sales begin to spike in early October.
AppsFlyer's study found that iOS shoppers complete most of their shopping by Cyber Monday -- in fact, in-app purchase activity drops 38 percent after the peak November weekend and continues to decline for the rest of Q4 so for app marketers to succeed they need to take steps to make the majority of their sales in November. In contrast, Android shoppers tend to procrastinate more and shop last-minute -- one of the major peaks for in-app purchase events on Android phones was due to a 24 percent spike in transactions during the week of Christmas. Unlike iOS users, this indicates that Android owners used their phones for last-minute shopping before the end of the year.
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