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The Mobile App Experience - Uncovering the consumer journey from app discovery to loyalty

I. More than nine in ten smartphone and tablet users now use mobile apps regularly. However, only about a third of users pay for apps. The US mobile app market is expected to generate nearly $10 billion in revenue in 2015, driven primarily by e-book purchases but with gaming apps and in-app purchases gaining ground. II. Word of mouth and recommendations from friends and family are the most effective means of discovering new apps. Consumers also consider factors like reviews, price, and app descriptions before downloading. III. Social media apps tend to see the highest levels of regular usage. Apps that make consumers' lives easier through convenience and functionality are also regularly engaged with. But consumers quickly abandon apps that do

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Uncovering the consumer journey from app discovery to loyalty The Mobile App Experience
Mobile apps are quickly becoming a part of consumer everyday life in the US. More then nine in ten smartphone and tablet users now use apps regularly.The time sensitive consumer who wants a faster, more intuitive experience for repetitive tasks like making a payment, looking up weather information or checking traffic details prefers mobile apps over websites. A third of smartphone owners are even willing to pay for an app resulting in a $10 billion mobile app market for the US market. The revenues are primarily driven by e-book purchases followed by gaming app downloads and in-game purchases. In an over crowded app market, it is more important than ever for developers and brands to cut through the noise and win consumer attention. Word of mouth from friends, family and colleagues is the most effective tool in helping customers discover an app and also download it. Other factors that influence app download include discounts especially for restaurant apps and offline interaction for shopping apps. Consumers also pay attention to price, description and reviews on the app store before downloading an app. But not all apps that get downloaded are used regularly. Consumers abandon apps when they lose interest in them or when they stop being beneficial. Social media apps are the most likely to be used on a daily basis. Besides social apps, people regularly use apps that make their lives easier. Ease of use, design, cross-device functionality and new content also help in encouraging regular app usage. Apps that engage customers in an offline setting are more likely to have regular users. When it comes to regaining lost app users, discounts can prove effective in the short term but peer recommendation leads to a more sustainable engagement. Apps can altogether avoid having to re-gain lost uses by focusing on retaining the ones who download it. Apps that engage users are more likely to retain them in the long run. Apps can engage users via messaging apps, which have the highest retention rates among all app categories. Customers prefer to engage with apps (and brands) via Kik, Facebook messenger and Snapchat. This report looks into how consumers discover mobile apps, what motivates them to download the apps, and what keeps them coming back to use the app regularly. Introduction
Table of Contents 1. Introduction 2. When and why do consumers pick apps over websites? • Convenience, simplicity and efficiency shape choice between app & website • Consumers prefer apps for quick access & mobile websites for details 3. How big is the app market and what’s driving revenues? • Mobile app penetration nears saturation as share of app buyers plateau • E-books make up biggest share of app revenues, but games are catching up 4. How do people discover apps and what influences download? • Word of mouth is the biggest enabler of mobile app discovery • Emotional triggers drive people to download the apps they discover • Consumer willingness to pay for apps differs by category 5. Why are some apps used regularly while others are forgotten? • Consumers regularly use social networking, gaming and media apps • Consumers prefer apps that benefit their lives after a short learning curve • Consumers are most likely to forget about travel and holiday apps • Consumers remember apps when they interact with the brand offline • Consumers abandon apps that struggle to hold their interest & stay relevant 6. How can apps re-engage lost users? • Discounts re-engage lost users but recommendation grows engagement • Discounts are effective in winning back users for retail, travel & local apps 7. How can mobile apps grow user loyalty? • Mobile apps that reach out to users boost their long-term loyalty • Mobile messenger users are loyal and frequent users of the app • App makers can reach their users on messaging apps
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When and why do consumers pick apps over websites? I Consumers conscious of time available to them are more likely to choose mobile apps over mobile websites. Consumers have come to assume that apps are the lite version of mobile websites that load faster, offer simpler navigation and allow them to bypass lengthy sign-up as well as repeated login processes. On the other hand, consumers gathering information to make an informed purchase decision are more likely to use the mobile website over apps.
1 Consumers who had to choose between a link to a mobile app vs. one to a mobile website on their browser, mostly chose the link to an app (49%).Just above a third (35%) chose the website link, and the remaining 16% said they were not sure which one they would click on. 2 Consumers choose apps over websites due to convenience offered by pre-login (51%), simpler navigation (50%) and shorter load time (46%). 3 Nearly half (47%) of all smartphone owners in the US and the UK pick using an app over the mobile web when they want information ‘quickly’ or when they need to complete a task/transaction ‘quickly’. 4 However when it comes to consuming copious amounts of information in detail, 49% of all smartphone owners prefer opening a mobile browser instead of a mobile app. 5 Mobile web was the preferred option when consumers perform tasks are related to a purchase decision such as comparing options (32% vs. 19% for mobile apps), looking for inspiration (31% vs. 23% for mobile apps), and looking for something specific (30% vs. 27% for mobile apps). Key Data Highlights
Mobile app vs mobile website preference when given a link % US and UK smartphone owners who regularly use mobile apps and mobile web Source: Google, 2015 16% 35% 49% Prefer to tap link to the app Prefer to tap link to the website Don't know 2% 15% 29% 31% 46% Mobile websites contain more information Mobile websites are simpler to navigate than apps Opening the mobile website would be faster than loading an app I’d be worried that I would have to log in to the app I’d be worried it wouldn’t take me to the right page in the app 17% 21% 22% 46% 50% 51% Apps I’ve installed will have my login details & save me time Apps are simpler to navigate than mobile websites Apps are quicker to load than mobile websites If I forget I have installed the app already, it is useful to be reminded There are often deals available inside apps Apps often contain additional or exclusive content Reasons for preferring the mobile website Reasons for preferring the mobile app
Mobile app vs mobile website preference by usage context % US and UK smartphone owners who regularly use mobile apps and mobile web Source: Google, 2015 49% 32% 24% 31% 30% 18% 14% 17% 37% 49% 55% 46% 43% 49% 39% 35% 14% 19% 21% 23% 27% 34% 47% 47% Prefer to use an app No preference Prefer to use a mobile website When I want information quickly When I need to complete a task or transaction quickly When I have poor wifi or 3G connection When I’m looking for something specific When I’m browsing/looking for inspiration When I’m concerned about the security of my personal info. When I want to compare options When I need a lot of information
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How big is the app market and what’s driving revenues? II More than nine in ten smartphone and tablet users now use mobile apps but only a third of them download paid apps. Tablet users are slightly more likely to pay for apps compared to smartphone users. Overall both segments will bring in just under $10 billion in mobile app revenues. The revenue will primarily be driven by e-book purchases. Gaming app downloads and in-game purchases are slowly catching up with e-books accounting for just over 30% of all mobile app revenues.
1 Mobile app penetration is expected to reach 92.9% for smartphone users and 90.3% for tablet users by end of 2015, starting a period of market saturation. 2 Paid app downloaders make up just over a third of all smartphone owners as the growth of this segment will slow down to just below 4% in 2015 after reaching a peak of 50% in 2013. 3 More than 4 in 10 (44%) of tablet users and slightly more than a third (35.8%) of smartphone users will download paid apps in 2015. In actual figures, that amounts to 60.9 million tablet users and 65.2 million smartphone users. 4 Mobile app revenue from downloads and in-app purchases amounted to $8.9 billion in 2014 – up from $7.68 in 2013. The figure is expected to increase by 10.3% and reach $9.82 billion in 2015. 5 E-books are the most lucrative mobile app category with an estimated revenue haul of $4.25 billion in 2015, up from $4.07 billion in 2014. E-books will account for 43.3% of total mobile app revenues in 2015. 6 Revenue share for games will increase from 26.4% in 2013 to 30.9% in 2015 amounting to $3.04 billion.The growth is driven by revenue from both game downloads ($1.22 billion) and in-app purchases ($1.82 billion). By 2016, in-app revenue from games will account for nearly $2 billion pushing total mobile gaming revenues to $3.31 billion. Key Data Highlights
US Mobile App Installers and Penetration, by device Source: eMarketer, February 2015 2013 2014 2015 2016 2017 2018 Smartphone (in millions) 127.5 149.7 169.1 184.5 196.9 207.0 % change 28.6% 17.3% 13.0% 9.1% 6.7% 5.1% % of smartphone users 90.3% 91.3% 92.9% 93.5% 94.2% 95.0% Tablet (in millions) 99.3 114.7 125.0 133.0 139.4 144.5 % change 39.2% 15.5% 9.0% 6.4% 4.8% 3.7% % of tablet users 85.5% 88.4% 90.3% 91.6% 92.9% 93.8% Total (in millions) 160.5 181.6 196.2 206.4 215.4 222.1 % change 29.9% 13.1% 8.1% 5.2% 4.4% 3.1% % of mobile device users 69.4% 77.0% 81.5% 84.5% 87.0% 88.2%
US Mobile App Buyers, by Device Source: eMarketer, February 2015 2013 2014 2015 2016 2017 2018 Smartphone (in millions) 42.4 59.0 65.2 70.1 73.8 76.9 % change 57.0% 39.3% 10.4% 7.5% 5.3% 4.2% % of smartphone users 30.0% 36.0% 35.8% 35.5% 35.3% 35.3% Tablet (in millions) 54.6 58.4 60.9 63.3 65.1 66.7 % change 28.8% 7.0% 4.3% 3.9% 2.9% 2.4% % of tablet users 47.0% 45.0% 44.0% 43.6% 43.4% 43.3% Total (in millions) 62.9 77.1 80.1 82.3 83.7 85.0 % change 50.4% 22.6% 3.9% 2.7% 1.8% 1.5% % of mobile device users 27.2% 32.7% 33.3% 33.7% 33.8% 33.8%
US Mobile Download and In-App Revenues in billions Source: eMarketer, February 2015 2013 2014 2015 2016 E-book downloads $3.95 $4.07 $4.25 $4.38 Games $2.03 $2.61 $3.04 $3.31 — Game in-app purchases $1.12 $1.51 $1.82 $1.99 — Game downloads $0.91 $1.09 $1.22 $1.32 Video Downloads $0.49 $0.74 $0.85 $0.93 Music Downloads $0.47 $0.52 $0.55 $0.58 Other $0.73 $0.95 $1.13 $1.24 Total $7.68 $8.90 $9.82 $10.44
US Mobile Download and In-App Revenues Share, % of total Source: eMarketer, February 2015 2013 2014 2015 2016 E-book downloads 51.5% 45.8% 43.3% 42.0% Games 26.4% 29.3% 30.9% 31.7% — Game in-app purchases 11.9% 12.3% 12.4% 12.6% — Game downloads 14.6% 17.0% 18.5% 19.1% Video Downloads 6.4% 8.4% 8.6% 8.9% Music Downloads 6.2% 5.9% 5.6% 5.5% Other 9.5% 10.7% 11.5% 11.9% Total (in billions) $7.68 $8.90 $9.82 $10.44
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How do people discover apps and what influences download? III Word of mouth from friends, family and colleagues play a key role in people finding out about new apps and deciding to download it. Discounts and rewards influence download of restaurant apps, while offline interaction influences download of shopping apps. Consumers also pay attention to price, description and reviews before downloading an app.
1 More than half (52%) of smartphone owners in the US say they find out about new mobile apps from family, friends, and colleagues.Another four in ten (40%) discover apps while browsing the app store. 2 A third (33%) of all smartphone owners download mobile apps because others recommended them. More than one in five (21%) said they downloaded a travel related app because their peers recommended it. 3 Less than one in five (18%) smartphone owners say they download an app to access exclusive discounts. More than a third (34%) who downloaded a restaurant or takeaway app say they did so to access exclusive discounts. 4 More than two in five (44%) downloaded a shopping app because they either regularly use or regularly interact with the brand. 5 More than four in five (82%) say price is the top factor when deciding whether or not to download the app with consumer willing to pay the most for technology apps ($2.81) and the least for gaming apps ($1.49). 6 More than three in five (62%) say app descriptions are important and 60% say customer reviews as well as ratings are key to their decision to download the app. Key Data Highlights
Mobile app discovery methods among smartphone owners % US and UK smartphone owners by app discovery method Source: Google, 2015 22% 24% 27% 40% 52%Friends, family and colleagues Browse the app store Search engines Company website TV
Mobile apps discovered using web search by category % US and UK smartphone owners who discover apps through search engines by app category Source: Google, 2015 15% 16% 19% 24% 28% 34% 35% 43%Technology Travel Local Entertainment Retail Social Finance Gaming
Reasons for downloading a mobile app % US and UK smartphone owners who downloaded at least one mobile app Source: Google, 2015 18% 24% 31% 33%Recommended by others Sounded interesting/fun Familiarity with company/brand Access exclusive discounts/rewards
Reasons for downloading mobile apps by category Source: Google, 2015 To access exclusive discounts/ rewards 34% Regularly use/ interact with the company/brand 28% Recommended by others 26% To complete a purchase/ transaction 21% Suggested to me on a website that I browsed 20% Recommended by others 21% Had a specific need/interest that can’t be met by mobile website 18% It sounded interesting/fun 17% Regularly use/ interact with the company/brand 12% To complete a purchase/ transaction 8% Regularly use/ interact with the company/brand 44% To complete a purchase/ transaction 34% To access exclusive discounts/ rewards 17% Suggested to me on a website that I browsed 16% It sounded interesting/fun 14% Restaurants and Takeaways Travel and Holiday Shopping % US and UK smartphone owners who downloaded at least one mobile app
Key factors when deciding to download a mobile app % US and UK smartphone owners who say given factor is important in their decision to download Source: Google, 2015 43% 60% 60% 62% 82%Price Description Reviews Ratings Free trial
Consumer willingness to pay for mobile apps by category Average $ amount US and Uk smartphone owners are willing to pay for apps by category Source: Google, 2015 $1.49 $1.83 $2.09 $2.18 $2.21 $2.22 $2.52 $2.81Technology Finance Local Travel Social Entertainment Retail Gaming
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Why are some apps used regularly while others are forgotten? IV Social media apps that help people connect with others and stay in touch with their loved ones are the most likely to be used on a daily basis. Among apps that people use regularly, they pick the ones that first and foremost make their lives easier. Ease of use, design, cross-device functionality and new content also help in promoting regular use. Apps that engage in offline interaction with its users are more likely to have regular users. Consumers abandon apps largely when they lose interest in it or when it stops being beneficial to them.
1 Slightly more than a quarter (26%) of smartphone owners in the US and the UK use mobile apps every day. The top three app categories that drive daily app usage are social (68%), gaming (46%) and media (33%). 2 People use apps regularly if it makes their life easier (63%), is intuitive to learn or comes with clear instructions (63%), has appealing design (57%), works seamless across devices (57%), provides new content (45%), and offers offline interaction with the brand (43%). 3 More than one in five (22%) apps get abandoned after installation.The most likely app category to get abandoned is travel and holiday (33%) followed by shopping (18%) and restaurant or takeaway (17%). 4 More than a third (36%) of smartphone owners regularly use apps when the reason for downloading it was regular interaction with the brand. 5 The top three reasons why people abandon apps are loss of interest in the app (34%), no longer in need for the app (29%), and realizing the app is not as useful as they initially thought (24%). Key Data Highlights
26% Use daily Use less than once a day Mobile apps consumers use daily by type of app % US and UK smartphone owners who regularly use mobile apps Source: Google, 2015 19% 33% 46% 68% Social and communication Games or gaming related Media or entertainment related Retail stores or retail related
Attributes associated with frequently used apps % US and UK smartphone owners who regularly use mobile apps Source: Google, 2015 43% 45% 57% 57% 63% 63%Makes my life easier Clear instructions for using app Appealing design and aesthetics Consistent experience on multiple devices Always has new content Brand I interact with offline
18% 17% 33% 22% Source: Google, 2015 All installed apps Travel and holiday apps Restaurant and takeaway apps Shopping apps Share of mobile apps abandoned after download % of installed apps that have been abandoned after download by app category
Reasons for downloading app - Regularly Used vs Abandoned % US and UK smartphone owners who downloaded at least one app Source: Google, 2015 6% 6% 7% 8% 8% 14% 17% 19% 16% 20% 15% 27% 4% 6% 9% 9% 10% 16% 16% 18% 18% 19% 19% 36% Regular usage apps Abandoned apps Regularly use/interact with the company/brand Had a specific need/interest that can’t be fulfilled by the mobile website To complete a purchase/transaction To access exclusive discounts/rewards Recommended by others It sounded interesting/fun Suggested to me on a website that I browsed Among the best rated apps in the app store Featured in the app store Saw an online ad on my smartphone Saw an online ad on a computer/tablet Saw an offline ad on TV, print or outdoors
Reasons consumers abandon mobile apps % US and UK smartphone owners who regularly use mobile apps Source: Google, 2015 18% 24% 29% 34%Lost interest No longer need it Found app not as useful Found a better or more useful app
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How can apps re-engage lost users? V Discounts, coupons and other monetary awards can help apps re- engage lost users, however a more sustainable approach is to win them back through peer influence. People who see their friends, family and colleagues use an app are more likely to keep using the app in the long run. Discounts and coupons work best with retail, travel and local apps in situations when customers are more price-conscious than usual.
1 The top three tactics to re-engage lost app users are offering discounts and coupons towards their next purchase (30%), offering exclusive or bonus content (24%), and seeing family, friends or colleague use the app (21%). 2 Discounts and coupons are the most effective tactic in re-engaging lost customers for retail apps (47%), travel apps (40%) and local apps (37%). Key Data Highlights
Prompts that can restart usage of abandoned apps % US and UK smartphone owners who have abandoned apps Source: Google, 2015 16% 21% 24% 30% Discount or coupon toward next purchase Exclusive or bonus content Family, friends or colleagues start using it Notifications of new features
Effect of discount or reward on app re-engagement by category % US and UK smartphone owners who have abandoned apps Source: Google, 2015 14% 16% 24% 28% 36% 37% 40% 47%Retail Travel Local Technology Finance Entertainment Gaming Social
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How can mobile apps grow user loyalty? VI Apps that engage with their users are more likely to retain their customers in the long run. Apps can engage with users over messaging apps, which have the highest retention rates among all app categories. Customers prefer to engage with apps via Kik, Facebook messenger and Snapchat.
1 Apps can interact with their users retail more than half (57%) of them one week after the download compared to apps that do not interact with users who retail only a quarter (25%) of its users in the same time frame. 2 Messaging apps are ale to retain more than three in five (62%) of its users twelve months after the download compared to more than one in ten (11%) for all app categories. 3 Nearly one in five (19%) of smartphone owners have engaged with brands via messenger apps especially Kik users (26%) and Snapchat users (21%). 4 Young people are willing to interact with brands over messenger apps – especially young graduates and professionals (57%) and college students (50%). 5 Consumers prefer to engage with brands via Kik (30%), Facebook messenger (23%) and Snapchat (23%) the most. Key Data Highlights
32% 24% 21% 18% 17% 16% 15% 14% 13% 12% 12% 11% 25% 16% 12% 10% 9% 8% 8% 8% 7% 7% 7% 7% 57% 47% 42% 39% 36% 34% 32% 30% 29% 27% 26% 25% User interaction No user interaction Total Source: Apptentive, March 2015 1 2 3 4 5 6 7 8 9 10 11 12 Weeks after download Average retention rates for apps that do vs do not interact % users retained after app download by weeks from download
62%62% 65% 67%68% 11% 18% 25% 29% 36% All mobile apps Messaging apps Source: Flurry Analytics, January 2015 1st month 2nd month 3rd month 6th month 12th month Average retention rates - Messaging apps vs All apps % of mobile app downloaders who returned to use the app 1.9 X 2.3 X 2.6 X 3.4 X 5.6 X
8.9 1.9 Source: Flurry Analytics, January 2015 Average Messaging apps Average daily session frequency - Messaging apps vs All apps number of sessions per user per day 4.7 X
21% 26% 19% Source: Frank and Magid Associates, January 2015 All smartphone owners Kik users Snapchat users US consumers engaging with brands via messengers % of smartphone owners who have engaged with brands via mobile messaging apps
US consumer attitude to brand engagement via mobile apps % US smartphone owners who use messaging apps Source: Frank and Magid Associates, January 2015 44% 50% 45% 57% 21-25 year olds 18-20 year olds Social and messenger apps are important sources of brand information I wish I could speak directly with a brand instead just of liking or following them
23%23% 30% Source: Frank and Magid Associates, January 2015 Kik users Facebook users Snapchat users US consumer willingness to engage with brands on messengers % of smartphone owners who use mobile messaging apps
25 27 37 21 27 35 Source: Frank and Magid Associates, January 2015 Kik messenger Facebook messenger Snapchat Facebook Instagram Twitter Mobile user engagement - Messenger apps vs Social apps Average amount of time spent each time using app in minutes
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The Mobile App Experience - Uncovering the consumer journey from app discovery to loyalty

  • 1.
    Uncovering the consumerjourney from app discovery to loyalty The Mobile App Experience
  • 2.
    Mobile apps arequickly becoming a part of consumer everyday life in the US. More then nine in ten smartphone and tablet users now use apps regularly.The time sensitive consumer who wants a faster, more intuitive experience for repetitive tasks like making a payment, looking up weather information or checking traffic details prefers mobile apps over websites. A third of smartphone owners are even willing to pay for an app resulting in a $10 billion mobile app market for the US market. The revenues are primarily driven by e-book purchases followed by gaming app downloads and in-game purchases. In an over crowded app market, it is more important than ever for developers and brands to cut through the noise and win consumer attention. Word of mouth from friends, family and colleagues is the most effective tool in helping customers discover an app and also download it. Other factors that influence app download include discounts especially for restaurant apps and offline interaction for shopping apps. Consumers also pay attention to price, description and reviews on the app store before downloading an app. But not all apps that get downloaded are used regularly. Consumers abandon apps when they lose interest in them or when they stop being beneficial. Social media apps are the most likely to be used on a daily basis. Besides social apps, people regularly use apps that make their lives easier. Ease of use, design, cross-device functionality and new content also help in encouraging regular app usage. Apps that engage customers in an offline setting are more likely to have regular users. When it comes to regaining lost app users, discounts can prove effective in the short term but peer recommendation leads to a more sustainable engagement. Apps can altogether avoid having to re-gain lost uses by focusing on retaining the ones who download it. Apps that engage users are more likely to retain them in the long run. Apps can engage users via messaging apps, which have the highest retention rates among all app categories. Customers prefer to engage with apps (and brands) via Kik, Facebook messenger and Snapchat. This report looks into how consumers discover mobile apps, what motivates them to download the apps, and what keeps them coming back to use the app regularly. Introduction
  • 3.
    Table of Contents 1.Introduction 2. When and why do consumers pick apps over websites? • Convenience, simplicity and efficiency shape choice between app & website • Consumers prefer apps for quick access & mobile websites for details 3. How big is the app market and what’s driving revenues? • Mobile app penetration nears saturation as share of app buyers plateau • E-books make up biggest share of app revenues, but games are catching up 4. How do people discover apps and what influences download? • Word of mouth is the biggest enabler of mobile app discovery • Emotional triggers drive people to download the apps they discover • Consumer willingness to pay for apps differs by category 5. Why are some apps used regularly while others are forgotten? • Consumers regularly use social networking, gaming and media apps • Consumers prefer apps that benefit their lives after a short learning curve • Consumers are most likely to forget about travel and holiday apps • Consumers remember apps when they interact with the brand offline • Consumers abandon apps that struggle to hold their interest & stay relevant 6. How can apps re-engage lost users? • Discounts re-engage lost users but recommendation grows engagement • Discounts are effective in winning back users for retail, travel & local apps 7. How can mobile apps grow user loyalty? • Mobile apps that reach out to users boost their long-term loyalty • Mobile messenger users are loyal and frequent users of the app • App makers can reach their users on messaging apps
  • 4.
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  • 5.
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  • 7.
    When and whydo consumers pick apps over websites? I Consumers conscious of time available to them are more likely to choose mobile apps over mobile websites. Consumers have come to assume that apps are the lite version of mobile websites that load faster, offer simpler navigation and allow them to bypass lengthy sign-up as well as repeated login processes. On the other hand, consumers gathering information to make an informed purchase decision are more likely to use the mobile website over apps.
  • 8.
    1 Consumers who hadto choose between a link to a mobile app vs. one to a mobile website on their browser, mostly chose the link to an app (49%).Just above a third (35%) chose the website link, and the remaining 16% said they were not sure which one they would click on. 2 Consumers choose apps over websites due to convenience offered by pre-login (51%), simpler navigation (50%) and shorter load time (46%). 3 Nearly half (47%) of all smartphone owners in the US and the UK pick using an app over the mobile web when they want information ‘quickly’ or when they need to complete a task/transaction ‘quickly’. 4 However when it comes to consuming copious amounts of information in detail, 49% of all smartphone owners prefer opening a mobile browser instead of a mobile app. 5 Mobile web was the preferred option when consumers perform tasks are related to a purchase decision such as comparing options (32% vs. 19% for mobile apps), looking for inspiration (31% vs. 23% for mobile apps), and looking for something specific (30% vs. 27% for mobile apps). Key Data Highlights
  • 9.
    Mobile app vsmobile website preference when given a link % US and UK smartphone owners who regularly use mobile apps and mobile web Source: Google, 2015 16% 35% 49% Prefer to tap link to the app Prefer to tap link to the website Don't know 2% 15% 29% 31% 46% Mobile websites contain more information Mobile websites are simpler to navigate than apps Opening the mobile website would be faster than loading an app I’d be worried that I would have to log in to the app I’d be worried it wouldn’t take me to the right page in the app 17% 21% 22% 46% 50% 51% Apps I’ve installed will have my login details & save me time Apps are simpler to navigate than mobile websites Apps are quicker to load than mobile websites If I forget I have installed the app already, it is useful to be reminded There are often deals available inside apps Apps often contain additional or exclusive content Reasons for preferring the mobile website Reasons for preferring the mobile app
  • 10.
    Mobile app vsmobile website preference by usage context % US and UK smartphone owners who regularly use mobile apps and mobile web Source: Google, 2015 49% 32% 24% 31% 30% 18% 14% 17% 37% 49% 55% 46% 43% 49% 39% 35% 14% 19% 21% 23% 27% 34% 47% 47% Prefer to use an app No preference Prefer to use a mobile website When I want information quickly When I need to complete a task or transaction quickly When I have poor wifi or 3G connection When I’m looking for something specific When I’m browsing/looking for inspiration When I’m concerned about the security of my personal info. When I want to compare options When I need a lot of information
  • 11.
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  • 12.
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  • 14.
    How big isthe app market and what’s driving revenues? II More than nine in ten smartphone and tablet users now use mobile apps but only a third of them download paid apps. Tablet users are slightly more likely to pay for apps compared to smartphone users. Overall both segments will bring in just under $10 billion in mobile app revenues. The revenue will primarily be driven by e-book purchases. Gaming app downloads and in-game purchases are slowly catching up with e-books accounting for just over 30% of all mobile app revenues.
  • 15.
    1 Mobile app penetrationis expected to reach 92.9% for smartphone users and 90.3% for tablet users by end of 2015, starting a period of market saturation. 2 Paid app downloaders make up just over a third of all smartphone owners as the growth of this segment will slow down to just below 4% in 2015 after reaching a peak of 50% in 2013. 3 More than 4 in 10 (44%) of tablet users and slightly more than a third (35.8%) of smartphone users will download paid apps in 2015. In actual figures, that amounts to 60.9 million tablet users and 65.2 million smartphone users. 4 Mobile app revenue from downloads and in-app purchases amounted to $8.9 billion in 2014 – up from $7.68 in 2013. The figure is expected to increase by 10.3% and reach $9.82 billion in 2015. 5 E-books are the most lucrative mobile app category with an estimated revenue haul of $4.25 billion in 2015, up from $4.07 billion in 2014. E-books will account for 43.3% of total mobile app revenues in 2015. 6 Revenue share for games will increase from 26.4% in 2013 to 30.9% in 2015 amounting to $3.04 billion.The growth is driven by revenue from both game downloads ($1.22 billion) and in-app purchases ($1.82 billion). By 2016, in-app revenue from games will account for nearly $2 billion pushing total mobile gaming revenues to $3.31 billion. Key Data Highlights
  • 16.
    US Mobile AppInstallers and Penetration, by device Source: eMarketer, February 2015 2013 2014 2015 2016 2017 2018 Smartphone (in millions) 127.5 149.7 169.1 184.5 196.9 207.0 % change 28.6% 17.3% 13.0% 9.1% 6.7% 5.1% % of smartphone users 90.3% 91.3% 92.9% 93.5% 94.2% 95.0% Tablet (in millions) 99.3 114.7 125.0 133.0 139.4 144.5 % change 39.2% 15.5% 9.0% 6.4% 4.8% 3.7% % of tablet users 85.5% 88.4% 90.3% 91.6% 92.9% 93.8% Total (in millions) 160.5 181.6 196.2 206.4 215.4 222.1 % change 29.9% 13.1% 8.1% 5.2% 4.4% 3.1% % of mobile device users 69.4% 77.0% 81.5% 84.5% 87.0% 88.2%
  • 17.
    US Mobile AppBuyers, by Device Source: eMarketer, February 2015 2013 2014 2015 2016 2017 2018 Smartphone (in millions) 42.4 59.0 65.2 70.1 73.8 76.9 % change 57.0% 39.3% 10.4% 7.5% 5.3% 4.2% % of smartphone users 30.0% 36.0% 35.8% 35.5% 35.3% 35.3% Tablet (in millions) 54.6 58.4 60.9 63.3 65.1 66.7 % change 28.8% 7.0% 4.3% 3.9% 2.9% 2.4% % of tablet users 47.0% 45.0% 44.0% 43.6% 43.4% 43.3% Total (in millions) 62.9 77.1 80.1 82.3 83.7 85.0 % change 50.4% 22.6% 3.9% 2.7% 1.8% 1.5% % of mobile device users 27.2% 32.7% 33.3% 33.7% 33.8% 33.8%
  • 18.
    US Mobile Downloadand In-App Revenues in billions Source: eMarketer, February 2015 2013 2014 2015 2016 E-book downloads $3.95 $4.07 $4.25 $4.38 Games $2.03 $2.61 $3.04 $3.31 — Game in-app purchases $1.12 $1.51 $1.82 $1.99 — Game downloads $0.91 $1.09 $1.22 $1.32 Video Downloads $0.49 $0.74 $0.85 $0.93 Music Downloads $0.47 $0.52 $0.55 $0.58 Other $0.73 $0.95 $1.13 $1.24 Total $7.68 $8.90 $9.82 $10.44
  • 19.
    US Mobile Downloadand In-App Revenues Share, % of total Source: eMarketer, February 2015 2013 2014 2015 2016 E-book downloads 51.5% 45.8% 43.3% 42.0% Games 26.4% 29.3% 30.9% 31.7% — Game in-app purchases 11.9% 12.3% 12.4% 12.6% — Game downloads 14.6% 17.0% 18.5% 19.1% Video Downloads 6.4% 8.4% 8.6% 8.9% Music Downloads 6.2% 5.9% 5.6% 5.5% Other 9.5% 10.7% 11.5% 11.9% Total (in billions) $7.68 $8.90 $9.82 $10.44
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  • 21.
  • 22.
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  • 23.
    How do peoplediscover apps and what influences download? III Word of mouth from friends, family and colleagues play a key role in people finding out about new apps and deciding to download it. Discounts and rewards influence download of restaurant apps, while offline interaction influences download of shopping apps. Consumers also pay attention to price, description and reviews before downloading an app.
  • 24.
    1 More than half(52%) of smartphone owners in the US say they find out about new mobile apps from family, friends, and colleagues.Another four in ten (40%) discover apps while browsing the app store. 2 A third (33%) of all smartphone owners download mobile apps because others recommended them. More than one in five (21%) said they downloaded a travel related app because their peers recommended it. 3 Less than one in five (18%) smartphone owners say they download an app to access exclusive discounts. More than a third (34%) who downloaded a restaurant or takeaway app say they did so to access exclusive discounts. 4 More than two in five (44%) downloaded a shopping app because they either regularly use or regularly interact with the brand. 5 More than four in five (82%) say price is the top factor when deciding whether or not to download the app with consumer willing to pay the most for technology apps ($2.81) and the least for gaming apps ($1.49). 6 More than three in five (62%) say app descriptions are important and 60% say customer reviews as well as ratings are key to their decision to download the app. Key Data Highlights
  • 25.
    Mobile app discoverymethods among smartphone owners % US and UK smartphone owners by app discovery method Source: Google, 2015 22% 24% 27% 40% 52%Friends, family and colleagues Browse the app store Search engines Company website TV
  • 26.
    Mobile apps discoveredusing web search by category % US and UK smartphone owners who discover apps through search engines by app category Source: Google, 2015 15% 16% 19% 24% 28% 34% 35% 43%Technology Travel Local Entertainment Retail Social Finance Gaming
  • 27.
    Reasons for downloadinga mobile app % US and UK smartphone owners who downloaded at least one mobile app Source: Google, 2015 18% 24% 31% 33%Recommended by others Sounded interesting/fun Familiarity with company/brand Access exclusive discounts/rewards
  • 28.
    Reasons for downloadingmobile apps by category Source: Google, 2015 To access exclusive discounts/ rewards 34% Regularly use/ interact with the company/brand 28% Recommended by others 26% To complete a purchase/ transaction 21% Suggested to me on a website that I browsed 20% Recommended by others 21% Had a specific need/interest that can’t be met by mobile website 18% It sounded interesting/fun 17% Regularly use/ interact with the company/brand 12% To complete a purchase/ transaction 8% Regularly use/ interact with the company/brand 44% To complete a purchase/ transaction 34% To access exclusive discounts/ rewards 17% Suggested to me on a website that I browsed 16% It sounded interesting/fun 14% Restaurants and Takeaways Travel and Holiday Shopping % US and UK smartphone owners who downloaded at least one mobile app
  • 29.
    Key factors whendeciding to download a mobile app % US and UK smartphone owners who say given factor is important in their decision to download Source: Google, 2015 43% 60% 60% 62% 82%Price Description Reviews Ratings Free trial
  • 30.
    Consumer willingness topay for mobile apps by category Average $ amount US and Uk smartphone owners are willing to pay for apps by category Source: Google, 2015 $1.49 $1.83 $2.09 $2.18 $2.21 $2.22 $2.52 $2.81Technology Finance Local Travel Social Entertainment Retail Gaming
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  • 32.
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  • 34.
    Why are someapps used regularly while others are forgotten? IV Social media apps that help people connect with others and stay in touch with their loved ones are the most likely to be used on a daily basis. Among apps that people use regularly, they pick the ones that first and foremost make their lives easier. Ease of use, design, cross-device functionality and new content also help in promoting regular use. Apps that engage in offline interaction with its users are more likely to have regular users. Consumers abandon apps largely when they lose interest in it or when it stops being beneficial to them.
  • 35.
    1 Slightly more thana quarter (26%) of smartphone owners in the US and the UK use mobile apps every day. The top three app categories that drive daily app usage are social (68%), gaming (46%) and media (33%). 2 People use apps regularly if it makes their life easier (63%), is intuitive to learn or comes with clear instructions (63%), has appealing design (57%), works seamless across devices (57%), provides new content (45%), and offers offline interaction with the brand (43%). 3 More than one in five (22%) apps get abandoned after installation.The most likely app category to get abandoned is travel and holiday (33%) followed by shopping (18%) and restaurant or takeaway (17%). 4 More than a third (36%) of smartphone owners regularly use apps when the reason for downloading it was regular interaction with the brand. 5 The top three reasons why people abandon apps are loss of interest in the app (34%), no longer in need for the app (29%), and realizing the app is not as useful as they initially thought (24%). Key Data Highlights
  • 36.
    26% Use daily Use lessthan once a day Mobile apps consumers use daily by type of app % US and UK smartphone owners who regularly use mobile apps Source: Google, 2015 19% 33% 46% 68% Social and communication Games or gaming related Media or entertainment related Retail stores or retail related
  • 37.
    Attributes associated withfrequently used apps % US and UK smartphone owners who regularly use mobile apps Source: Google, 2015 43% 45% 57% 57% 63% 63%Makes my life easier Clear instructions for using app Appealing design and aesthetics Consistent experience on multiple devices Always has new content Brand I interact with offline
  • 38.
    18% 17% 33% 22% Source: Google, 2015 Allinstalled apps Travel and holiday apps Restaurant and takeaway apps Shopping apps Share of mobile apps abandoned after download % of installed apps that have been abandoned after download by app category
  • 39.
    Reasons for downloadingapp - Regularly Used vs Abandoned % US and UK smartphone owners who downloaded at least one app Source: Google, 2015 6% 6% 7% 8% 8% 14% 17% 19% 16% 20% 15% 27% 4% 6% 9% 9% 10% 16% 16% 18% 18% 19% 19% 36% Regular usage apps Abandoned apps Regularly use/interact with the company/brand Had a specific need/interest that can’t be fulfilled by the mobile website To complete a purchase/transaction To access exclusive discounts/rewards Recommended by others It sounded interesting/fun Suggested to me on a website that I browsed Among the best rated apps in the app store Featured in the app store Saw an online ad on my smartphone Saw an online ad on a computer/tablet Saw an offline ad on TV, print or outdoors
  • 40.
    Reasons consumers abandonmobile apps % US and UK smartphone owners who regularly use mobile apps Source: Google, 2015 18% 24% 29% 34%Lost interest No longer need it Found app not as useful Found a better or more useful app
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  • 42.
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  • 44.
    How can appsre-engage lost users? V Discounts, coupons and other monetary awards can help apps re- engage lost users, however a more sustainable approach is to win them back through peer influence. People who see their friends, family and colleagues use an app are more likely to keep using the app in the long run. Discounts and coupons work best with retail, travel and local apps in situations when customers are more price-conscious than usual.
  • 45.
    1 The top threetactics to re-engage lost app users are offering discounts and coupons towards their next purchase (30%), offering exclusive or bonus content (24%), and seeing family, friends or colleague use the app (21%). 2 Discounts and coupons are the most effective tactic in re-engaging lost customers for retail apps (47%), travel apps (40%) and local apps (37%). Key Data Highlights
  • 46.
    Prompts that canrestart usage of abandoned apps % US and UK smartphone owners who have abandoned apps Source: Google, 2015 16% 21% 24% 30% Discount or coupon toward next purchase Exclusive or bonus content Family, friends or colleagues start using it Notifications of new features
  • 47.
    Effect of discountor reward on app re-engagement by category % US and UK smartphone owners who have abandoned apps Source: Google, 2015 14% 16% 24% 28% 36% 37% 40% 47%Retail Travel Local Technology Finance Entertainment Gaming Social
  • 48.
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  • 49.
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  • 51.
    How can mobileapps grow user loyalty? VI Apps that engage with their users are more likely to retain their customers in the long run. Apps can engage with users over messaging apps, which have the highest retention rates among all app categories. Customers prefer to engage with apps via Kik, Facebook messenger and Snapchat.
  • 52.
    1 Apps can interactwith their users retail more than half (57%) of them one week after the download compared to apps that do not interact with users who retail only a quarter (25%) of its users in the same time frame. 2 Messaging apps are ale to retain more than three in five (62%) of its users twelve months after the download compared to more than one in ten (11%) for all app categories. 3 Nearly one in five (19%) of smartphone owners have engaged with brands via messenger apps especially Kik users (26%) and Snapchat users (21%). 4 Young people are willing to interact with brands over messenger apps – especially young graduates and professionals (57%) and college students (50%). 5 Consumers prefer to engage with brands via Kik (30%), Facebook messenger (23%) and Snapchat (23%) the most. Key Data Highlights
  • 53.
    32% 24% 21% 18% 17% 16%15% 14% 13% 12% 12% 11% 25% 16% 12% 10% 9% 8% 8% 8% 7% 7% 7% 7% 57% 47% 42% 39% 36% 34% 32% 30% 29% 27% 26% 25% User interaction No user interaction Total Source: Apptentive, March 2015 1 2 3 4 5 6 7 8 9 10 11 12 Weeks after download Average retention rates for apps that do vs do not interact % users retained after app download by weeks from download
  • 54.
    62%62% 65% 67%68% 11% 18% 25% 29% 36% All mobile appsMessaging apps Source: Flurry Analytics, January 2015 1st month 2nd month 3rd month 6th month 12th month Average retention rates - Messaging apps vs All apps % of mobile app downloaders who returned to use the app 1.9 X 2.3 X 2.6 X 3.4 X 5.6 X
  • 55.
    8.9 1.9 Source: Flurry Analytics,January 2015 Average Messaging apps Average daily session frequency - Messaging apps vs All apps number of sessions per user per day 4.7 X
  • 56.
    21% 26% 19% Source: Frank andMagid Associates, January 2015 All smartphone owners Kik users Snapchat users US consumers engaging with brands via messengers % of smartphone owners who have engaged with brands via mobile messaging apps
  • 57.
    US consumer attitudeto brand engagement via mobile apps % US smartphone owners who use messaging apps Source: Frank and Magid Associates, January 2015 44% 50% 45% 57% 21-25 year olds 18-20 year olds Social and messenger apps are important sources of brand information I wish I could speak directly with a brand instead just of liking or following them
  • 58.
    23%23% 30% Source: Frank andMagid Associates, January 2015 Kik users Facebook users Snapchat users US consumer willingness to engage with brands on messengers % of smartphone owners who use mobile messaging apps
  • 59.
    25 27 37 21 27 35 Source: Frank andMagid Associates, January 2015 Kik messenger Facebook messenger Snapchat Facebook Instagram Twitter Mobile user engagement - Messenger apps vs Social apps Average amount of time spent each time using app in minutes
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