MOBILE APP STRATEGYTRENDS IN DOWNLOAD ACQUISITION AND USER RETENTION

AVERAGE NUMBER OF APPS

SOURCE : GOOGLE MOBILE APP MARKETING INSIGHTS MAY 2015

THE AVERAGE USER HAS 36 APPS ON THEIR PHONE

APP REVENUE GROWING FAST

SOURCE : FORBES

APP AND IN GAME PURCHASES HAVE

RISEN BY 50% IN 2015

BUT EXPECTATION IS FOR FREE

DESPITE GROWING REVENUES, 3 OUT OF 4 PEOPLE STILL EXPECT APPS TO BE FREE

25%

75%

SOURCE : GOOGLE MOBILE APP MARKETING INSIGHTS MAY 2015

PENETRATION RATES ARE SLOWING

SOURCE : BUSINESS INSIDER APP STORE MARKETING REPORT

THE AVERAGE USER SPENDS 70% OF THEIR

TIME IN THEIR THREE MOST COMMONLY USED APPS

BEYOND THE DOWNLOAD

1 IN 4 APPS ARE NEVER USED AFTER INSTALL

SOURCE : GOOGLE MOBILE APP MARKETING INSIGHTS MAY 2015

RISING RETENTION COSTS

SOURCE : BUSINESS INSIDER APP STORE MARKETING REPORT

THE COST OF RETAINING A LOYAL APP USER HAS

INCREASED 33% YEAR ON YEAR.

THINK BEYOND APP STORES

SOURCE : THINK WITH GOOGLE

1 IN 4 DISCOVER AN APP VIA SEARCH - APP DISCOVERY NEEDS TO THINK BEYOND JUST THE APP STORE

CONSIDER APP ABANDONMENT RATES

SOURCE : BUSINESS INSIDER APP STORE MARKETING REPORT

52% OF APPS LOSE AT LEAST HALF OF THEIR PEAK USERS AFTER 3 MONTHS

APP STRATEGY BUILDING BLOCKS

KNOW YOUR APP

PROPOSITION AND USER NEED

- USER TEST AND LEARN

MAXIMISE APP DISCOVERY AND

INSTALL STRATEGY

CREATE A PLAN TO RETAIN AND

OPTIMISE IN APP USAGE

DEPLOY, LEARN, USER TEST,

REVIEW ANALYTICS AND

REFRESH

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