RESEARCH: The State of Mobile App Marketing in LatAm

What: AppsFlyer has released its latest data study, The State of App Marketing, which aims to analyze the state of mobile app marketing in relation to how users interact with apps, how often and when they install and engage with apps and how often they use them.
Why it matters: When it comes to setting marketing strategies involving mobile applications, it is important to consider both users' behavior, as well as the operating system they use.

The content of this article is based on AppsFlyer's study "The State of App Marketing."

Installs by OS & Day

 1

  • iOS: app installments increased by 30% on Thursdays, as well as on weekends. On Mondays, there's a 40%  decrease as opposed to weekends. In addition, users of iOS operating systems are less likely to download apps at the beginning of the week.
  • Android: app installments are consistent and sustained during the week, especially on Tuesdays, when there is a 4% increase in download volumes, compared to the weekly average.

In-App Engagement by OS & Day

2

  • iOS: Engagement increases midweek, especially Tuesday, when it is 7% higher than the week's daily average. However, engagement reduces on weekends when iOS users are less likely to engage with apps.
  • Android: Android users' activity between Tuesday and Friday is 15% higher than weekend averages. On weekends, users are less inclined to use apps.

Conversion Rates Per Vertical & OS

3

  • The first four categories (Health & Fitness, Business, Productivity and Lifestyle) account for the iOS user's profile: educated, affluent and interested in business.
  • In the case of Android users, the first four categories (Transportation, News & Magazines, Lifestyle and Finance) motivate their aims and, as a result, generate a high installment volume and conversion rate.
  • Other than games, there are significant gaps between platforms across the board.

To Keep in Mind

  • In most cases, Android and iOS users behave differently.
  • Users download Android apps at a fairly consistent rate throughout the week – unlike iOS which has a significant weekend peak.
  • Global in-app engagement on Android reaches its highest point during weekdays (excluding Fridays) and lowest during weekends; in contrast, iOS engagement is highest over the weekend and drops as the week progresses.
  • Different regions often mean different install and usage patterns, so marketers need to pay attention to every detail, especially if their apps are meant for a global market – this can save a lot of money.
  • Retention continues to be a major pain point for app marketers who struggle to keep users engaged with their apps over time.
  • Conversion rates on iOS and Android vary considerably across verticals (excluding games.)

 


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