March 2016 - Mobile News and Research

March 2016 – Mobile News and Research

PointSource Analytics

2www.PointSource.com

Reports Outlined

Adapting Your Strategy to User Engagement Patterns – Review of Android user patterns by age group 2014-2015. App Annie

The CMO’s Agenda 2016: Facing the Facts on What’s Effective and What Needs Fixing Aberdeen Group, February 2016

Localytics Q4 2015 Benchmarks- Aggregate stats on app usage, Q4 2015. Localytics


March 2016 Top Learnings

• If a user does not enable push notifications, they are significantly less likely to still use the app at the three month mark. (16% vs. 43% for push enabled)

• 45+ year old app users spend more time in email and browser apps (desktop legacy functions), with fewer, longer sessions. Younger app users have many more shorter sessions but also have triple the video streaming time.

• Successful CMOs are most likely to be effective at determining marketing ROI (and managing marketing technology) and properly nurturing leads and contacts.

Localytics Q4 2015 Benchmarks

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Percentage of Users


App Engagement and Retention Averages

• App Launches: 11.48 per month• Session Length: 5.17 minutes per

month• Time in App: 59.35 minutes per

month• Retention: 46% of US users are still

using apps one month after downloading them.

Retention by # Sessions

Retention by Month

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Users who disable push are significantly less engaged in the app compared to those who enable it.

• Average App Launches:– Enabled 15.5– Disabled 6.2

• 3 Month App Retention– Enabled 43%– Disabled 16%

Push Enabled vs. Push Disabled

3 Month Retention for App Users


Average Click Rates• Push Notifications: 8.3%• In-App Messages: 17.7%

Top Acquisition Channels• Organic Channels• Facebook• Opera Mediaworks• Tapjoy• Instagram

Marketing and Acquisition

App Usage and Audience by Age

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• Across all Android Phone users in the United States, average daily time in apps increased by approximately 40% between 2014 and 2015. Over the same time period, the average number of daily sessions increased by almost 30%, session length by nearly 10% and data consumption by more than 85%.

• On Android phones, the average user aged 13–24 spent more time in apps overall, had more app sessions, and consumed significantly more data than any other age group.

• US users aged 45+ present a significant opportunity, but their app usage on Android phones is increasing more slowly than any other age group. They may be underserved by the current app economy.

• Older users are heavier users of desktop-era services, whereas younger audiences have been quick to adopt newer functions.o Younger users rely on messaging apps, whereas older users prioritize email.o Older users spend more time in mobile browsers.o Younger users engaged with video streaming apps the most.

• The spending power and tech-savviness of 25–44 year olds in the US presents a significant opportunity for retail, because of their increased engagement with apps.

Summary: Overall Android App Engagement Trends 2014-2015


• Average data consumption and time spent in apps is highest among 13-24 year olds. On average, members in this group spent 75% longer in apps than those aged 45+ in 2015.

• Younger groups have more frequent, shorter sessions. They are more likely to be quickly in and out of an app; you need to gain their attention quickly and ensure their journey is streamlined.

• Older users give you more time to engage but you need to make the most of it because they’ll be visiting less often.

Younger Users Spend More Time, in Frequent, Shorter Sessions


• In 2015, Android Phone users 45+ spent a higher share of their time in the top 5 mobile browsers than any other age group.

• They also spent a greater share of their overall app usage time in the top 5 email apps on Android Phone, and significantly less time in the top 5 messaging apps.

Older Users are more likely to use apps that replicate desktop functions.

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How to Engage 45+ Audience

In 2014, 45+ Users contributed more than 60% of all consumer expenditure in the US.• Older users may need a longer app “on-

boarding” process to learn how to use the apps, especially those new to smartphones.

• Older users may appreciate multi-screen access to features, like a web interface that is linked via the cloud to the app, given their comfort with desktops.

• Consider familiar features from desktop apps / web applications to make older users feel at home.

• Consider large or adjustable font sizes, and including pictures of people with relevant ages in your imagery.


• Youngest users prefer messaging to email and stream the most video. Well-timed notifications may work better than email.

• Shortest session duration means intuitive, quick communications and actions.

• Middle aged group has high potential for retail, spending the most time in the top 5 retail apps.

Engaging Younger and Middle Age-Range Users

The CMO’s Agenda 2016: Facing the Facts on What’s Effective and What

Needs Fixing


Top Marketing Pressures of 2016

The 41% disparity between the pressure to acquire customers and the lower level of pressure to retain customers creates an unhealthy dynamic for CMOs.


• Data suggests competency in these two skills are highly correlated with success:

• determining your Marketing ROI

• properly nurturing leads and contacts

• With effective revenue attribution, a CMO can justify otherwise costly or time-consuming marketing technologies.

Gaps Between All Marketers & Best-in-Class


Hole-in-One

• 92% of Best-in-Class Marketing orgs report that supporting the sales team is an integral part of their marketing strategy.

• Successful marketers focus on all parts of the MQL/SQL funnel, not just the top.

The average marketer has the same chances of converting a net-new visitor into a closed-won deal as an average golfer has of hitting a hole-in-one!


Best-in-Class marketing orgs are 95% more likely to make aiding HR efforts an integral part of marketing activities (31% vs 16%)

The HR Connection

• Top leaders get their power from the people, and are more likely to support marketing teams with PM and collaboration technology.

• When HR and Marketing work together for talent acquisition in the form of recruitment marketing, these organizations average 1.5 times the year-over-year increase in revenue per full-time equivalent (9.2% vs. 6.1%)*

* Recruitment Marketing: Converting Candidates, Winning Talent (Aberdeen, Feb 2016)

http://www.aberdeen.com/aberdeen-library/11907/RR-recruitment-marketing-candidates.aspx


Best-in-Class marketers are 56% more likely to use analytics and data visualization platforms, compared to All Others (51.5% vs. 33%)

Data-Driven Marketing and Marketing Technology

• Data/analytics users achieve a 45% higher level of effectiveness at managing, scoring,

and prioritizing leads based on behavioral and demographic data (55% vs. 38%).

• Best-in-Class Marketers are 31% more likely to have complete control of their

marketing technology decisions, compared to All Others. (42% vs. 32%)

March 2016 - Mobile News and Research

Mobile

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