A monthly round-up of the latest mobile marketing news, trends, stats and more!
Mobilegeddon – the aftermath?
This month there was much attention devoted to what many in the digital space called “Mobilegeddon” – Google’s algorithm change that would start seeing mobile-friendliness effect your sites ranking in mobile search. While it’s unclear how many of the billions of websites fail to meet Google’s criteria – a recent report from Forrester Research estimates that only 38% of all enterprise web sites — sites for businesses with 1,000 or more employees — are “un-friendly”.
If you’re seeing a drop in your mobile organic traffic, run your site through Google’s friendliness test to get suggests for improvements.
Mobile Ad Spend to Top $100 Billion Worldwide in 2016, 51% of Digital Market
eMarketer predicts that for the first time mobile will make up over half of digital ad spend next year, with US and China dishing out 62% of the $100 billion expected to be spent next year. The growth in mobile ad spending represents a 430% increase from 2013, and is being driven by t consumer adoption of mobile devices.
According to eMarketer estimates, there will be more than 2 billion smartphone users worldwide, 1/4 of whom are in China. In emerging and developing marketing, many consumers are accessing the internet mobile-first and mobile-only, so leading advertisers allocate their digital expenditure to mobile accordingly.
These numbers came ahead of another interesting study by Sizmek, finding that mobile ad viewability rates were 79.3% on average, vs. 48.4% for desktop.
Push strategy is key to top perfoming app’s success
After acquisition, engagement is a driving force behind your app’s success and push notifications are one of the best weapons in an app publishers arsenal. A recent report from Urban Airship found that on average 42% of iOS users opt-in to push, though rates vary across different industries, with lowest rates in gaming, retail and food & drink categories.
Furthermore, they found that high-performing apps (90th percentile of app are depicted by the high number) averaged opt-ins of 50%, with Business, Charities and Travel reaching over 70%! While the most successful apps have adopted push, getting your strategy right can be challenging. For tips read: How to send the perfect push notification in 3 steps
Localytics reports rise in app user engagement & retention rates
App launches per month are up 5% over last quarter, according to new data from Localytics. Reaching an average of 11 launches in March 2015, Localytics also noted that the Q1 saw increased app engagement &retention rates, which grew 13% and 41% respectively. Despite the positive news, they also found that although over ⅓ of users visit an app 10 or more times a month, only 17% of them are returning 3 months later, highlighting that churn is still an issue for many app publishers.
Speaking of the finding, Localytics CEO Raj Aggarwal said: “As the role of apps increases, companies should continue to invest in them as a primary customer engagement tool. However, it is important that those same companies also focus on retention strategies like predictive app marketing that targets at-risk users, which improve app user retention across all verticals by offering content that is specifically designed for an individual app user”
We’ve been hearing so much hype about wearables – but which technology will be adopted by consumers? A study from IDC predicts that it will be wristwear – primarily smart watches and wrist-worn fitness trackers – to lead the charge and expected to account for 9 in 10 wearables shipped this year. Outpacing modular, clothing and eyewear well into 2019, total worldwide shipments of wearables are predicted to hit 126.1m units – pretty impressive!
iOS launches new emoji’s – everyone goes wild!
April also saw the launch of new emoji’s on iOS – bringing a few new additions to the cast of selections, albeit with a bit of mixed reviews. Whether or not you use emoji’s, brands have been using them across their brand marketing initiatives for some time – from social media posts, to email and push notifications. Here’s a great articles from Digiday exploring the emojification of brand advertising, giving us all some great tips for using them in our own digital communications!
inMobi: Emerging Markets Show Strong Install Growth
According to stats from inMobile, install growth is much stronger in countries with lower smartphone penetration. Emerging countries such as the Philippines, Indonesia and Russia are the growing app install destinations of the world, proving that these markets with an eager audience willing to explore and download mobile apps, are golden for app developers.
Consequently, emerging markets with low smartphone penetration and high install growth will drive the CPI low due to the sheer volume of installs. It is cheaper to drive an app download in Indonesia or Malaysia as compared to USA or UK.
Millennials using mobile to shop, but not yet the norm
Plenty of millennials have used their smartphone to transact a purchase, but this has not become standard practice for a majority. Annalect found that only 40% of millennials are actually making a purchase on mobile, showing a preference to purchase on desktop (65%). When millennials use their smartphones for shopping, they are often pursuing a bargain, demonstrated by their desire to compare/check prices, and seek coupons and discounts.
Showrooming is on the rise: >55% of shoppers are researching on their mobile in-store
A recent survey conducted by SecureNetore reveals that more than half of shoppers now use mobile devices to research products in-store, while nearly a forth (21%) have purchased a product via smartphone while browsing it in the store. Among the reports other findings, as reported by eConsultancy:
- 44% of respondents have researched an item for their company using a mobile device
- 37% have researched business goods on their tablet devices
- 24% have made a purchase for their company using a mobile device
- 25% have made a corporate purchase using a tablet device
Facebook leads in engagement (Comscore)
Facebook remains the goliath of social media, according to latest report from Comscore. The social network leads the rest with 81 percent reach of the total U.S. digital population and nearly 230 billion minutes of user engagement. With time spent that is 18 times that of the next biggest social network, it was left out of the graph below to get a close up view on the competing platforms. Of the rest, mobile-only app Instagram boasts the higher engagement, followed by Twitter, Pinterest and Snapchat.
Instagrams carousel ads gain traction with big brands
Major brands like Showtime, Banana Republic, Old Navy, L’Oreal Paris, and Samsung are among the first to benefit from Instagram’s new carousel ads, according to the company’s blog post earlier this month. An extension of the Sponsored ad product, brands using the carousel can add up to four images with a final “Learn More” CTA, leading the user to a branded landing page. While ads aren’t widely available just yet, it’s great to keep an eye on Instagram’s ad products as we move into a more visual mobile experience.
Travelers Are Map App-Happy Once on Trips
Nearly half of smartphone-toting travelers use map apps while traveling according to a latest survey from Harris Interactive, reported by eMarketer. Traveler recommendation, airline and hotel apps are also being used by fewer than one-fifth of respondents, while apps for easing check-in and hotel room entry have yet to find a large audience.
For more stats and strategies for travel apps check out this ebook: “Tourism & Mobile Apps”
Mobile Health Apps Gain Usage: Health apps, trackers link doctors and patients
56.6% of US adult mobile health app users shared their tracked health information with their doctors, and an additional 14.2% provided this data to other healthcare professionals according to study by Research Now, reported by eMarketer. Recording workouts and daily activity is the most common feature respondent use, followed by monitoring diet, health conditions, stress, sleep and medication functions.
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