WEBINAR Mobile App Engagement - Liftoff · WEBINAR Mobile App 2018 UA Trends & Benchmarks...
Transcript of WEBINAR Mobile App Engagement - Liftoff · WEBINAR Mobile App 2018 UA Trends & Benchmarks...
![Page 1: WEBINAR Mobile App Engagement - Liftoff · WEBINAR Mobile App 2018 UA Trends & Benchmarks Engagement. 2 Agenda 1 Introductions 2 Benchmarks & Indexes 3 Engagement by Gender, Category,](https://reader034.fdocuments.net/reader034/viewer/2022052014/602bbf4ebb466b3e0365814e/html5/thumbnails/1.jpg)
WEBINAR
Mobile App
2018 UA Trends & Benchmarks
Engagement
![Page 2: WEBINAR Mobile App Engagement - Liftoff · WEBINAR Mobile App 2018 UA Trends & Benchmarks Engagement. 2 Agenda 1 Introductions 2 Benchmarks & Indexes 3 Engagement by Gender, Category,](https://reader034.fdocuments.net/reader034/viewer/2022052014/602bbf4ebb466b3e0365814e/html5/thumbnails/2.jpg)
2
Agenda
1 Introductions
2 Benchmarks & Indexes
3Engagement by Gender, Category, Region
4
Q&A5
Mobile Retention
![Page 3: WEBINAR Mobile App Engagement - Liftoff · WEBINAR Mobile App 2018 UA Trends & Benchmarks Engagement. 2 Agenda 1 Introductions 2 Benchmarks & Indexes 3 Engagement by Gender, Category,](https://reader034.fdocuments.net/reader034/viewer/2022052014/602bbf4ebb466b3e0365814e/html5/thumbnails/3.jpg)
3
Meet the Panelists
Morgan FribergSr. Marketing Manager
Peggy Anne SalzLead Analyst / Founder
Matt HawesBusiness Intelligence
Manager
Brittany FleitSr. Manager, Content
Marketing
![Page 4: WEBINAR Mobile App Engagement - Liftoff · WEBINAR Mobile App 2018 UA Trends & Benchmarks Engagement. 2 Agenda 1 Introductions 2 Benchmarks & Indexes 3 Engagement by Gender, Category,](https://reader034.fdocuments.net/reader034/viewer/2022052014/602bbf4ebb466b3e0365814e/html5/thumbnails/4.jpg)
4
A top 50 ranked influential technology destination, providing editorial content, in-depth analysis and custom research for the global mobile industry.
![Page 5: WEBINAR Mobile App Engagement - Liftoff · WEBINAR Mobile App 2018 UA Trends & Benchmarks Engagement. 2 Agenda 1 Introductions 2 Benchmarks & Indexes 3 Engagement by Gender, Category,](https://reader034.fdocuments.net/reader034/viewer/2022052014/602bbf4ebb466b3e0365814e/html5/thumbnails/5.jpg)
5
Leanplum is a mobile engagement platform that helps forward-looking brands meet the real-time
needs of their customers.
![Page 6: WEBINAR Mobile App Engagement - Liftoff · WEBINAR Mobile App 2018 UA Trends & Benchmarks Engagement. 2 Agenda 1 Introductions 2 Benchmarks & Indexes 3 Engagement by Gender, Category,](https://reader034.fdocuments.net/reader034/viewer/2022052014/602bbf4ebb466b3e0365814e/html5/thumbnails/6.jpg)
6
Liftoff is a performance-based, app marketing platform helping companies drive adoption and
engagement in mobile apps.
![Page 7: WEBINAR Mobile App Engagement - Liftoff · WEBINAR Mobile App 2018 UA Trends & Benchmarks Engagement. 2 Agenda 1 Introductions 2 Benchmarks & Indexes 3 Engagement by Gender, Category,](https://reader034.fdocuments.net/reader034/viewer/2022052014/602bbf4ebb466b3e0365814e/html5/thumbnails/7.jpg)
● Sep 2017 - Aug 2018● Over 257 billion impressions ● 58.4 million installs ● 19.2 million first-time events● Leanplum & Liftoff data
liftoff.io/resources
![Page 8: WEBINAR Mobile App Engagement - Liftoff · WEBINAR Mobile App 2018 UA Trends & Benchmarks Engagement. 2 Agenda 1 Introductions 2 Benchmarks & Indexes 3 Engagement by Gender, Category,](https://reader034.fdocuments.net/reader034/viewer/2022052014/602bbf4ebb466b3e0365814e/html5/thumbnails/8.jpg)
Benchmarks & Indexes
![Page 9: WEBINAR Mobile App Engagement - Liftoff · WEBINAR Mobile App 2018 UA Trends & Benchmarks Engagement. 2 Agenda 1 Introductions 2 Benchmarks & Indexes 3 Engagement by Gender, Category,](https://reader034.fdocuments.net/reader034/viewer/2022052014/602bbf4ebb466b3e0365814e/html5/thumbnails/9.jpg)
9
2018 cost & engagement rates per action
Cost & Engagement Rates per Action
![Page 10: WEBINAR Mobile App Engagement - Liftoff · WEBINAR Mobile App 2018 UA Trends & Benchmarks Engagement. 2 Agenda 1 Introductions 2 Benchmarks & Indexes 3 Engagement by Gender, Category,](https://reader034.fdocuments.net/reader034/viewer/2022052014/602bbf4ebb466b3e0365814e/html5/thumbnails/10.jpg)
10
Cost & Engagement Rates per Action
Compared to last year, except in-app purchases,costs and conversions
![Page 11: WEBINAR Mobile App Engagement - Liftoff · WEBINAR Mobile App 2018 UA Trends & Benchmarks Engagement. 2 Agenda 1 Introductions 2 Benchmarks & Indexes 3 Engagement by Gender, Category,](https://reader034.fdocuments.net/reader034/viewer/2022052014/602bbf4ebb466b3e0365814e/html5/thumbnails/11.jpg)
11
Average Monthly Cost-per-Install
In 2018 CPIs fluctuated 30% between $2.38 & $3.14
![Page 12: WEBINAR Mobile App Engagement - Liftoff · WEBINAR Mobile App 2018 UA Trends & Benchmarks Engagement. 2 Agenda 1 Introductions 2 Benchmarks & Indexes 3 Engagement by Gender, Category,](https://reader034.fdocuments.net/reader034/viewer/2022052014/602bbf4ebb466b3e0365814e/html5/thumbnails/12.jpg)
12
In-App Purchase: Monthly Costs & Engagement Rates
In-app purchase costs & conversion rates are stable most of the year
![Page 13: WEBINAR Mobile App Engagement - Liftoff · WEBINAR Mobile App 2018 UA Trends & Benchmarks Engagement. 2 Agenda 1 Introductions 2 Benchmarks & Indexes 3 Engagement by Gender, Category,](https://reader034.fdocuments.net/reader034/viewer/2022052014/602bbf4ebb466b3e0365814e/html5/thumbnails/13.jpg)
13
...strike while the iron is hot, take advantage of the months when the costs are low and engagement is high, but... if you want to have a sustainable business you have to keep acquiring users throughout the other months. The trick is to keep enough meat on the bone to keep generating users.
Harry Bienenstock Digital Marketing Manager
Playtika ”
“
![Page 14: WEBINAR Mobile App Engagement - Liftoff · WEBINAR Mobile App 2018 UA Trends & Benchmarks Engagement. 2 Agenda 1 Introductions 2 Benchmarks & Indexes 3 Engagement by Gender, Category,](https://reader034.fdocuments.net/reader034/viewer/2022052014/602bbf4ebb466b3e0365814e/html5/thumbnails/14.jpg)
14
Purchase: Monthly Costs & Engagement Rates
Fall through winter is the most efficient time to acquire mobile shoppers
![Page 15: WEBINAR Mobile App Engagement - Liftoff · WEBINAR Mobile App 2018 UA Trends & Benchmarks Engagement. 2 Agenda 1 Introductions 2 Benchmarks & Indexes 3 Engagement by Gender, Category,](https://reader034.fdocuments.net/reader034/viewer/2022052014/602bbf4ebb466b3e0365814e/html5/thumbnails/15.jpg)
15
Subscribe: Monthly Costs & Engagement Rates
Subscription app UA performance degrades in summer
![Page 16: WEBINAR Mobile App Engagement - Liftoff · WEBINAR Mobile App 2018 UA Trends & Benchmarks Engagement. 2 Agenda 1 Introductions 2 Benchmarks & Indexes 3 Engagement by Gender, Category,](https://reader034.fdocuments.net/reader034/viewer/2022052014/602bbf4ebb466b3e0365814e/html5/thumbnails/16.jpg)
Engagement by Gender
![Page 17: WEBINAR Mobile App Engagement - Liftoff · WEBINAR Mobile App 2018 UA Trends & Benchmarks Engagement. 2 Agenda 1 Introductions 2 Benchmarks & Indexes 3 Engagement by Gender, Category,](https://reader034.fdocuments.net/reader034/viewer/2022052014/602bbf4ebb466b3e0365814e/html5/thumbnails/17.jpg)
17
Gender: Costs & Engagement Rates
Females outperform males when it comes to In-App Purchases & Subscriptions
![Page 18: WEBINAR Mobile App Engagement - Liftoff · WEBINAR Mobile App 2018 UA Trends & Benchmarks Engagement. 2 Agenda 1 Introductions 2 Benchmarks & Indexes 3 Engagement by Gender, Category,](https://reader034.fdocuments.net/reader034/viewer/2022052014/602bbf4ebb466b3e0365814e/html5/thumbnails/18.jpg)
Engagement by App Category
![Page 19: WEBINAR Mobile App Engagement - Liftoff · WEBINAR Mobile App 2018 UA Trends & Benchmarks Engagement. 2 Agenda 1 Introductions 2 Benchmarks & Indexes 3 Engagement by Gender, Category,](https://reader034.fdocuments.net/reader034/viewer/2022052014/602bbf4ebb466b3e0365814e/html5/thumbnails/19.jpg)
19
Gaming Apps: Costs & Engagement Rates
Cost & engagement rates across 5 app categories: Dating, Finance, Gaming, Shopping, Utility
![Page 20: WEBINAR Mobile App Engagement - Liftoff · WEBINAR Mobile App 2018 UA Trends & Benchmarks Engagement. 2 Agenda 1 Introductions 2 Benchmarks & Indexes 3 Engagement by Gender, Category,](https://reader034.fdocuments.net/reader034/viewer/2022052014/602bbf4ebb466b3e0365814e/html5/thumbnails/20.jpg)
20
Shopping apps saw the highest growth in install- to-purchase rates, increasing 96% YoY
YoY Change in Install to Post-Install Event Conversion Rates by App Category
2017 2018 % Change
Dating 1.7% 2.4% + 41.2%
Finance 7.7% 10.3% + 33.8%
Gaming 5.0% 2.9% - 42.0%
Shopping 4.4% 8.6% + 95.5%
Utility 5.6% 9.4% + 67.9%
![Page 21: WEBINAR Mobile App Engagement - Liftoff · WEBINAR Mobile App 2018 UA Trends & Benchmarks Engagement. 2 Agenda 1 Introductions 2 Benchmarks & Indexes 3 Engagement by Gender, Category,](https://reader034.fdocuments.net/reader034/viewer/2022052014/602bbf4ebb466b3e0365814e/html5/thumbnails/21.jpg)
In-App Engagement
![Page 22: WEBINAR Mobile App Engagement - Liftoff · WEBINAR Mobile App 2018 UA Trends & Benchmarks Engagement. 2 Agenda 1 Introductions 2 Benchmarks & Indexes 3 Engagement by Gender, Category,](https://reader034.fdocuments.net/reader034/viewer/2022052014/602bbf4ebb466b3e0365814e/html5/thumbnails/22.jpg)
22
Gaming users spend the most time in-app but finance app users return the most often
Category: Session duration in minutes
Category: Days since last active
![Page 23: WEBINAR Mobile App Engagement - Liftoff · WEBINAR Mobile App 2018 UA Trends & Benchmarks Engagement. 2 Agenda 1 Introductions 2 Benchmarks & Indexes 3 Engagement by Gender, Category,](https://reader034.fdocuments.net/reader034/viewer/2022052014/602bbf4ebb466b3e0365814e/html5/thumbnails/23.jpg)
In-App Mobile Retention
![Page 24: WEBINAR Mobile App Engagement - Liftoff · WEBINAR Mobile App 2018 UA Trends & Benchmarks Engagement. 2 Agenda 1 Introductions 2 Benchmarks & Indexes 3 Engagement by Gender, Category,](https://reader034.fdocuments.net/reader034/viewer/2022052014/602bbf4ebb466b3e0365814e/html5/thumbnails/24.jpg)
24
98% of installs will stop using an app within 90 days
Average Retention Rate for Mobile Apps
![Page 25: WEBINAR Mobile App Engagement - Liftoff · WEBINAR Mobile App 2018 UA Trends & Benchmarks Engagement. 2 Agenda 1 Introductions 2 Benchmarks & Indexes 3 Engagement by Gender, Category,](https://reader034.fdocuments.net/reader034/viewer/2022052014/602bbf4ebb466b3e0365814e/html5/thumbnails/25.jpg)
25
Average Retention Increase with Push Notifications
Sending push notifications results in a 62% increase in Day 14 retention
![Page 26: WEBINAR Mobile App Engagement - Liftoff · WEBINAR Mobile App 2018 UA Trends & Benchmarks Engagement. 2 Agenda 1 Introductions 2 Benchmarks & Indexes 3 Engagement by Gender, Category,](https://reader034.fdocuments.net/reader034/viewer/2022052014/602bbf4ebb466b3e0365814e/html5/thumbnails/26.jpg)
● Sep 2017 - Aug 2018● Over 257 billion impressions ● 58.4 million installs ● 19.2 million first-time events● Leanplum & Liftoff data
liftoff.io/resources
![Page 27: WEBINAR Mobile App Engagement - Liftoff · WEBINAR Mobile App 2018 UA Trends & Benchmarks Engagement. 2 Agenda 1 Introductions 2 Benchmarks & Indexes 3 Engagement by Gender, Category,](https://reader034.fdocuments.net/reader034/viewer/2022052014/602bbf4ebb466b3e0365814e/html5/thumbnails/27.jpg)
Questions?
![Page 28: WEBINAR Mobile App Engagement - Liftoff · WEBINAR Mobile App 2018 UA Trends & Benchmarks Engagement. 2 Agenda 1 Introductions 2 Benchmarks & Indexes 3 Engagement by Gender, Category,](https://reader034.fdocuments.net/reader034/viewer/2022052014/602bbf4ebb466b3e0365814e/html5/thumbnails/28.jpg)
Thank You!