Category Archive: App Engagement

Urban Airship app retention

Developers and app marketers could be wasting a massive chunk of the investment made in user acquisition if push notifications aren’t being sent to those that opt in to them, according to analytics company Urban Airship. How much? A massive 95 cents for every dollar spent on acquisition, as just 5% of users continue to use the app 90 days after it was first opened. The company says at least a quarter of users that opt-in to notifications don’t receive any in that time, revealing a lack of engagement that may end up being very costly. In a press release, Urban Airship says: “Not only is sending zero push notifications a massive waste of user acquisition investments, it ignores an important and direct channel to

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Andy Boxall

In App Engagement

February 20, 2017

appsflyer conversion

Research has highlighted the challenge to convert users who install an app into users that pay for in-app content. According to AppsFlyer, fewer than 2% of app installers ever turn into buyers, regardless of the operating system. Both Android and iOS have a similar click-to-install figure — 0.6% for Android and 0.52% for iOS — but there are differences the further down the funnel we look. AppsFlyer’s averages, based on non-organic conversions, show Android users are more engaged early on, while iOS users are more engaged later on. When we get to install-to-buyer figures, Android manages 1.3% on average, while iOS is higher with 1.73%. While these numbers illustrate the difficulty in converting app users into buyers, the likelihood of doing so is far greater

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smartphone-apps

This year, US mobile Internet users will be spending 73% of their daily mobile activities within five app categories: digital audio, social networking, gaming, video and messaging. These are the findings from eMarketer, which just adjusted some of its previous estimates of how much time consumers will be spending in-app. In September 2016, the research firm reported that US smartphone users would be spending 85.7% of their time using apps and just 14.3% using the mobile web. Source eMarketer For 2017, listening to audio on apps such as Spotify and Pandora has become the leading in-app activity in terms of time spent. Cathy Boyle, Analyst, eMarketer, says: “That’s not surprising, given the passive nature of music listening. Digital audio apps often run in the background – especially on smartphones

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Andy Boxall

In App Engagement

January 30, 2017

24bb1709bbc9729917469b4429fc32c8_Facebook-Instant-Articles.jpeg

There are concerns Facebook’s Instant Articles aren’t producing the revenue needed for publishers, after reports showed some are slowing down on the stories hosted by the platforms. Research published by Digital Content Next shows 17 surveyed publishers took only 14% of their revenue during the first six months of 2016 from Instant Articles. Facebook doesn’t make life easy for publishers by not giving them free reign to use ads of their choice, restricting them to certain types through the platform. Publishers may consider it easier to make money through their own websites and platforms, where there are no restrictions on ads. Bloomberg’s chart shows the average revenue taken from social media platforms in early 2016 Breaking down the revenue for the group of 17 members

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instant-apps-section-2

Source Android Google has begun a more public round of testing for its Android Instant Apps. Previewed at the Google I/O in 2016, the Instant Apps allow app marketers and developers to showcase chunks of their app whilst users can more easily test an Android app without installing it. This is not only important for ease of app discovery, but also bridges the gap between web and native apps. Indeed, not all consumers wish to install an app. Sometimes they only want to perform a single action through an app, such as pay for something. That’s where Instant Apps come in. In a blog post, Google said the feature was now being tested among a small group of developers including apps from BuzzFeed, Wish, Periscope

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verto day consumer

At a recent event in London, Verto Analytics senior vice president Mike Read shared a fascinating breakdown of a modern digital device user’s life. Read presented “A Day in the Life of a Consumer,” which examined how a 29-year-old professional used different devices, apps, and programs throughout a single day. The infographic shows the day is spent moving from one device to another, with use varying between a PC, tablet, and a smartphone. The smartphone dominates the day, being used almost continuously, while the PC is only used during work hours. The tablet is also only called into action at specific times of the day. It’s interesting to note: The smartphone is the first and last device used. Use of the phone peaks at the

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Andy Boxall

In App Engagement

January 16, 2017

snapchat

Snap Inc has launched a new universal search feature in its Snapchat app, making it easier for people to find new people to follow, quickly chat with existing friends, and join groups. The search bar remains fixed at the top of the screen, increasing its visibility, and making it fast to use at any time. The search bar simplifies Snapchat’s complicated menu structure, and may bring with it new opportunities for advertising and promotion, in addition to making the platform more attractive to brands and businesses. However, while the search bar is a step forward in Snapchat’s usability for newcomers, there’s still no simple way to find new users to follow. Beyond its helpfulness for users, it’s suggested, although Snapchat has declined to comment on

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Andy Boxall

In App Engagement

January 11, 2017

Bumble App

Dating app Bumble is about to become the latest to support short-form video, a feature expected to rise in popularity over the coming year. The feature will allow users to upload and share a 10-second clip that will expire after 24-hours to their profile. In addition to a live video, a pre-recorded video clip can also be uploaded, but only if it has been taken over the previous 24 hours. App users will see who has viewed the video, and can add their own drawings to the clip to make it stand out even further. Short-form video that deletes itself after a period of time was pioneered by Snapchat, and has since been adopted by Instagram and other apps, such as Snow. Bumble expects it

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WeChat Screen Moments

WeChat has introduced Mini Programs, tiny apps that perform a specific service, which don’t require any download or installation, and can be attached to an Android phone’s homescreen. Known as Xiaochengxu in China, Mini Programs won’t be found through an app store, and remain available in WeChat until deleted, just like a message. Accessed using an in-app search feature or QR codes, the Mini Programs work in a very similar way to apps, but because WeChat is available in Apple’s App Store, WeChat owner Tencent encountered problems with the use of the word “app,” and creating any kind of additional in-app app store, which dictated the feature name and discovery process. Functionality is expected to focus on specific tasks. For example, Chinese ride sharing and

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pokemon go watch

Niantic has released an update for Pokémon Go to include support for the Apple Watch. The update is available now for iOS, and comes after reports initially claimed it had been abandoned, which were then refuted by Niantic itself. Pokémon Go is now available on the Apple Watch The Apple Watch app avoids players continuously needing to interact with their phones. It shows nearby Pokémon, PokéStops, and will integrate with the Apple Watch’s fitness tracking system to log gameplay as a workout. Alerts are delivered as push notifications on the Apple Watch, alerting players of in-game events, but players will still need to use their smartphones to actually catch Pokémon. It’s the latest in a string of features designed to maintain dedicated fans’ interest, and

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