Mobile Marketing

Mobile App Engagement Insights Optimise Ad Performance

Recently Localytics published a report focussing on mobile app engagement, and highlighting data and benchmarks to help brands and app owners develop a mobile growth strategy. We share some of the key findings from the report, including user engagement insights that will help you optimise your mobile app advertising schedule.

Most people fall in to a similar routine during the day, which means you can predict when they will be engaging with their apps

What Localytics found was that most people fall in to a similar routine during the day, which means you can predict when they will be engaging with their apps.  Predictably, people still largely consume music and news in the morning and then later at night, just the same as people have for decades; its just the medium that has changed.  Keeping these simple user habits in mind ensures our ad and content placement is relevant throughout the day.

Media and Entertainment consumption habits remains predictable

time of day consumption

 

Social Networking apps have the shortest sessions lengths but the highest app launches per month.

People use their social networking apps more often than other apps (almost every day) but their session times on social apps are the shortest at only 2 – 3 minutes..  Compare this to music apps for instance, where monthly app launch rates are lower (16 times per month) but sessions times are nearly three times as long, averaging nearly 9 minutes.

Understanding the nature of this behaviour for different app types can be key to defining engagement strategies.  Music apps could use email marketing to reconnect users during down times or look to mobile ads in news or social networking apps  – that way they have additional purpose when they launch the app later and more to do in- app.

session time

User retention rates increase 3.5 times with in-app messaging

According to the Localytics report, in-app messages have been largely overlooked, compared to push notifications. They identify this a shame, because in-app messaging has showcased some of the best marketing results they’ve seen in mobile to date. “We see that apps across the board who are using in-app messaging see higher average retention rates at 30, 60 and 90 days.” They also found that CTRs of in-app message were highest when triggered by user events. “Sports apps see the biggest impact when it comes to CTR lifts, experiencing an impressive 14% lift when in-app messages are triggered by an event.”

Apps across the board who are using in-app messaging see higher average retention rates at 30, 60 and 90 days.

These insights highlight the importance of app analytics to learn and track user behaviour, and develop strategies to trigger messages based on events to draw customers back into the app.

in-app messaging

One of Localytics’ top recommendations is to create personalised experiences in apps.  “This year, push notifications are signalling that targeting and personalisation are the clear winners in app marketing. In order to execute on this, you need to know app users in and out and what their expectations are to effectively personalise.”

Having a full view of app visitors means you can more effectively personalise campaigns and increase conversions and retention. With app users increasingly interacting with brands in multiple, often untraceable ways, the only way you can effectively do this is to build and utilise cross-channel analytics.

To read the full report and share key insights with your team download the PDF here.

Tags: , ,

Comments are closed.