There is an old saying that states, “You can only know where you're going if you know where you've been.” I bring this up because if you’re planning out your mobile marketing strategy for 2015, you better understand what happened in 2014. For example, did you know that phones with at least a 5-inch screen saw increases in the time that users spent in app as high as 142%?
Another trend that dominated mobile is that time spent in mobile apps now far outweighs time spent on the mobile web. This means that consumers are more comfortable and likely to interact with your business through your app than through your website. Which means that your investment in your app, if marketed correctly, is poised to pay big dividends.
To help understand what trends will be affecting this year’s mobile marketing landscape, Localytics has published the
2015 App Marketing Guide which offers a comprehensive overview of the major app acquisition, app retention and app engagement trends in 2014 that will impact your mobile marketing strategy in the coming year. The company examined thousands of data points to draw accurate and insightful 2014 conclusions, including:
- Time spend in apps increased 21%
- Phones with at least a 5-inch screen saw increases in time in app as high as 142%
- iPhone apps were launched an average 36% more times than iPads
- iPad apps had a 23% greater average session length than iPhone apps
The publication identifies eight major data 'finds' on app user acquisition, retention and marketing. It also offers five critical takeaways you need to consider to successfully implement your app marketing initiatives.
In addition to examining the important trends for 2014, the publication explains how to understand these specific key themes and major changes in app usage and trends including:
- How do mobile and tablet app users differ in their usage?
- What is the correlation between user retention and time between sessions?
- Do push messages actually improve engagement and conversions?
Finally, all of this data would not be much help without specific advice on how to leverage the information in your specific app marketing efforts. And the publication does that as well.
For example, did you know that once in-app, users that are ad acquired equal organic users in terms of engagement. And users who discovered an app through an ad network are more likely to return to a second, third and fourth session than organic users. I know this sounds counterintuitive, but the numbers bear it out.
To download the free guide go to the Localytics website’s case study
section.