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


  • 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


  • 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


  • 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.)


What: Mobile platform Unlockd has partnered exclusively with Boost Mobile, one of Sprint’s prepaid brands, to launch the first of its kind Android app Boost® Dealz that will help customers reduce monthly phone payments in exchange for viewing ads. (Interview with Sprint’s Oscar Meza and TruMC’s Alice Ovadia-Updated).
Why it matters: If succesful, an ad supported mobile phone service could be trendsetting and relevant for advertisers who want to avoid ad-blocking and target Hispanics and Millennials.

imagesMobile platform Unlockd has partnered exclusively with Boost Mobile, one of Sprint‘s prepaid brands, to launch Boost® Dealz – an Android app available for the U.S. market that’s the first of its kind that helps customers reduce monthly phone payments in exchange for viewing exclusive content and offers when unlocking their smartphones.

Once they unlock their phones, customers are shown a full-screen ad which will show up every two or three unlocks. Geo-targeted ads, offers, discounts or content from brands such as Starbucks, Levi’s and Lyft, are shown at various times as consumers unlock their Android smartphones. Users can interact for further information or dismiss ads with a simple click on the X. The app will download on average about 120 MB of data per month, which is the equivalent of streaming music for about three hours.

Boost Dealz is available to Boost’s current and new customers. The app connects users with relevant brands and offers, and users receive a US$5 credit each month. Although the new app plan currently limits the amount of ads that people can see, the carrier could decide to increase or decrease that cap based on customers’ feedback, CNN Money reports.

The Hispanic segment is a big target audience for it. Also, we are looking for a future product release to provide a full product in Spanish for both the app itself (Customer Experience) and the ads.

This is a major breakthrough as the model provides not only benefit back to consumers, but is breaking new ground for global telcos through the creation of new revenue streams from high-profile publishers and advertisers.”

New Revenue Streams

AAEAAQAAAAAAAARSAAAAJDc5OTNjYTY1LTcxY2EtNDQ2My1iYjg2LWRmMjJjOTVmNmMzYwPortada spoke with Oscar Meza, Manager – Hispanic Media and Community Relations at Sprint, about Boost® Dealz:

Portada: Is a substantial target audience for this new offering Hispanic?

O.M: “We have launched this product on Boost Mobile and a  substantial portion of Boost’s base is Hispanic. The Hispanic segment is a big target audience for it. Also, we are looking for a future product release to provide a full product in Spanish for both the app itself (Customer Experience) and the ads. More to come on this. No dates have been determined yet.”

Portada: What unit of Sprint sells advertising into this new service? 

O.M: “Sprint is not selling advertising into this. Our Partner, UnLockd, has partnerships with big ad networks to sell advertising space through this property.”

Portada: What are the expectations regarding this new product in terms of subscriber count? 

O.M: “This is the first time any top tier operator is trying an ad supported business model so we are expecting to learn more about consumer behavior and how much it appeals to them. It could be a smash hit and numbers can go through the roof but we are not yet ready to put a count to it. We will learn and apply those learnings to evolve the product and continue to provide best value to the customers.”

Portada: How is the new offering going to be marketed/What media is going to be bought?

O.M: “There is no media budget dedicated to this initiative for now, however we have a full marketing plan to promote this product.”

Portada: is there a tie in between Boost Deportes en Vivo and this new “ad driven” product?

O.M: “Our existing boost TV Live Sports bolt-on (“Deportes en Vivo” in Spanish) and there is currently no tie between these two products. However we are contemplating promoting boostTV and other products via Boost Dealz either directly ourselves or by engaging our vendors/partners. International Connect for example is another product that is currently targeting our Hispanic segment and that could benefit from promotion via Boost Dealz. More to come on this as well.”

More Options for Consumers

Alice Ovadia, VP Brand Media and Insights at Dallas based TruMC, whose clients include MetroPCs, notes that “giving consumers the option to receive ads on their home screen in exchange for a $5 off discount is a good way to incentivize users to view ads while giving Boost an opportunity to monetize their wireless networks and profit from mobile advertising dollars that are going to other companies such as Facebook, Twitter or publishers direct.  It will be interesting to see how much traction their “Boost Dealz” app has with consumers and brands.”

Carriers need to stay on their toes and continuously find new revenue streams and ways to innovate.

Ovadia adds that an in an ever-competitive environment, wireless carriers need to stay on their toes and continuously find new revenue streams and ways to innovate.  Leveraging their rich customer data base and network seems like a great way to do just that.”

What: Mobile engament in Latin American countries is changing how advertisers are approaching soccer fans, Especially now that watching a game on television is simply one of the many ways fans can follow their favourite teams.
Why it matters: 72 per cent of the region’s population uses a mobile phone. Overall mobile phone users are  growing at a rate of  three per cent annualy,while  smartphone users are expected to grow at seven times that rate, according to eMarketer. Out of that percentage , Android devices account for 72 per cent of growth in impressions and iOS for 22 per cent.

fifa-world-cup-2014-theme-uccw-189355-1-s-307x512The 2014 FIFA World Cup has already started. 32 teams are competing in Brazil until crowning a new champion on July 13th in Rio de Janeiro.

Zac Pinkham, Managing Director EMEA at mobile advertising firm Millennial Media, spoke about his expectations on how mobile will change the FIFA World Cup in Brazil.

Unlike any other event in the world, the 2014 FIFA World Cup gathers people around televisions at home, in bars, and out in the streets at all hours of the day to watch their favorite teams play. Pinkham says that as we now live in a mobile-first world, watching a game in real-time on television is just one of many ways fans can follow their favourite teams.

Not to mention, that soccer apps accounted for 59 per cent of impressions from sports applications according to Millenial Media 2013 Q3 Mobile Mix report.

World cup host Brazil accounts for 19 per cent of all impressions in sports apps in Latin America, and this is likely to increase as the World Cup develops. These top ten countries impressions come mainly from both Android and iOS devices.

Aware of this, FIFA has created the Global Stadium section of its website to aggregate real-time content for each of the 64 games in the tournament for mobile fans.


Soccer brings people together, and so does mobile. When you combine the two, you get a global mash-up of connectivity.

Latin America mobile trends and engagement

According to eMarketer, 72 per cent of the region’s population uses a mobile phone. While mobile phone users are estimated to grow at a rate of three per cent, smart phone users are expected to grow at seven times that rate choosing mostly:

  • Android devices, which account for 72 per cent of impressions
  • Followed by iOS at 22 per cent.


The top three countries for smart phone impressions are Mexico, Brazil and Argentina, while Mexico, Brazil and Colombia are the top three in tablet impression. In all, smartphones account for 77 per cent of Latin American impressions and tablets account for 15 per cent.

Pinkhma says there is a correlation between population size and total impressions, although some smaller countries have high mobile engagement rates.

  • Costa Rica and the Dominican Republic are in Millenial media´s top ten impression list, while they do not belong to the top 10 countries ranked by population.
  • Guatemala and Cuba are in the top ten for population, but not impressions.
  • Mexico accounts for 28 per cent of all Latin American impressions
  • Mexico is followed by Brazil at 25 per cent. Interestingly Brazil’s population (202 million) is almost twice the size of Mexico’s (120 million).

World Cup Focus Millennial Media 2

Android devices account for 73 per cent of impressions in Brazil, while 19 per cent are from iOS devices. BlackBerry has a five per cent market share in Latin America (down from a nine per cent in Q1 2013), and Windows only one per cent. Colombia leads the region in impressions from BlackBerry devices (30 per cent), as opposed to Chile, which sees the fewest BlackBerry impressions. In this country, 78 per cent of impressions come from Android and 20 per cent come from iOS, combining for 98 per cent of market.

Still, nothing is certain about the way soccer fans engage with mobile. A Millennial Media infographic on the 2013 UEFA Champions League Final showed peaks in mobile usage before (24 per cent) and after (49 per cent) games, but not during the actual playing time.

Millennial Media suggest smart advertisers should focus on determining how they can engage and interact with fans. The Mexico vs Brazil match, scheduled on June 17th, is the perfect opportunity to put a tactic in practice as these countries are heavyweights in Latin American mobile traffic.

Source: Millennial Media

What: Major newspaper companies are funding a new US $14.5 million round of investment into Wanderful Media. A service that digitizes and distributes the millions of preprints (FSIs) that go out every weekend in local papers across the United States.
Why it matters: Pre-print (FSI)  advertising in newspapers is mostly declining and newspapers are trying to control and influence  the mobile shopping experience.

organizing_coupons_sMajor newspaper companies are investing another US $14.5 million into Wanderful Media, to bring circulars (also caled Free standing inserts or FSI’s which the advertising inserts with coupons from local retailers) to mobile devices.

This new financing raises Wanderful’s total funding to over US $50 million from investors including Advance Digital, A. H. Belo Corporation, Community Newspaper Holdings Inc., Cox Media Group, The E. W. Scripps Company, Gannett Co., Inc., GateHouse Media, Inc., Graham Holdings Co., Hearst Corporation, Lee Enterprises, MediaNews Group and The McClatchy Company. It also overlaps with the launch of Wanderful’s Find&Save app for android devices.

Since its launch, the Calif.-based company, which was formed with a US $22 million investment in 2012, has generated less than US $10 million in revenue.“We’re the shopping portion of every large newspaper in the country. If the web was going to reinvent retail shopping it would have happened in 2001 and 2002. We needed to go hard toward mobile and tablet,” chief executive Ben Smith says.

If the web was going to reinvent retail shopping it would have happened in 2001 and 2002. We needed to go hard toward mobile and tablet.

“We made a decision last year of really making a bet on the iPhone and Android platforms and bringing this content to people based on where they’re at,” he added.

Wanderful sustains advertising relationships with national retailers, but relies on regional newspapers to manage relationships with local and regional retailers, according to Smith. In addition to its availability on android devices, the company is rolling out new features and  launching location-based services for both android and iOS devices.

Big media companies have realized that newspapers no longer control the shopping experience or the car buying experience.

There are other sites and apps,which have been launched in order to improve on local sales and discounts. Coupons.com, for instance, went public with its online coupon and discount service. Sequoia Capital has backed Shopular , which is pitching a similar application for consumers.

Pre-print Advertising has declined but less than overall Newspaper Advertising

The local media industry has seen circular revenues decline over the past decade, but at slower rates than other ad products. According to data from Borrell Associates, local media companies will generate $6.24 billion in revenue from advertising circulars in 2014, a little shy of a quarter off of its peak in 2006. However, overall advertising revenues have halved over the same period, largely due to much sharper declines in classifieds.
Expertes attribute the softer declines in circular revenue to the relative strength of media as a discovery mechanism, and the comparative weakness of a newspaper as a search tool. They argue that the experience of flipping through a physical newspaper still beats the web experience in terms of finding and discovering new goods.

What:Android had a share of 83.5% of LatAm’ smartphone market in December 2013.
Why it matters: Latin America is expected to have the second-fastest compound annual growth rate (CAGR) between 2012 and 2017 raising up smartphone users to 243.0 million.

google androidAndroid is leading the operating system (OS) battle in Latin America according to eMarketer. Kantar Worldpanel ComTech, found that the Google OS accounts for 83.5% of smartphones sold in the region’s three-largest markets in December 2013, a jump of 21.9% percentage points from the previous year. Consequently, every OS competing with Android in the region was beaten in their share of smartphone sales, but the extent of the damage varied:

  • Apple’s iOS fell 0.1 percentage point in the process
  • Windows’ share dropped 1.9 percentage points
  • Research in Motion/BlackBerry was pull back 7.5 points
  • Biggest losses came among smaller operating systems: fell from 17.0% to just 4.5%.

Once again, Apple’s iOS was the only competitor to stand its ground to the Android steamroller.

smartphone sales share








Android market share in Latin America

The Android platform was the popular choice in Argentina, Bolivia, Brazil, Chile, Colombia, Costa Rica, Dominican Republic, Ecuador, El Salvador, Guatemala, Honduras, Mexico, Nicaragua, Panama, Paraguay, Peru, Uruguay, and Venezuela. The market share percentages for its operating system varied among the above-mentioned Latin American countries but together averaged 61.3 percent.

Android’s dominance in Latin America is substantial. The region is expected to have the second-fastest compound annual growth rate (CAGR) between 2012 and 2017 (25.5%), behind only the Middle East and Africa. This means, the number of smartphone users will be up to 243.0 million.








































Latin America








Smartphone users in Latin America by country,2012-2017

Among these Latin American countries, the smartphone user base will expand the fastest in Brazil, with a CAGR of 26.7% between 2012 and 2017. Android already dominates in Brazil and others markets outside the top three markets. Growth outside these three economies will be even faster (27.0% CAGR).


StartMeApp Mobile Advertising Network Usage Report Shows Significant Growth in Mobile Ad Impressions for North & South America; Android and Tablets Benefit Most Worldwide from Symbian Decline; 2013 Increase Projected for Apple iOS Impressions

During 2012, nearly two-thirds of all mobile ad impressions worldwide on the StartMeApp platform occurred across North America (including Mexico) and Latin America, which accounted for 31% and 33% of all impressions for the network last year. StartMeApp’s highest growth region during 2012 was Latin America (LatAm), which experienced a 225% jump in mobile ad impressions on the platform, followed by North America with 212% growth, the Asia-Pacific region (APAC) at 115% growth and Europe at 117% annual growth.

Latin America

In Latin America including Mexico, the StartMeApp AdSMART Quarterly Report shows that devices running the Symbian legacy operating system continued their regional decline, with share of ad impressions on the StartMeApp platform falling 7% from 37% in 2012 to 30% during Q1-2013.

A significant rise in Apple iOS’ share of impressions in Mexico on the StartMeApp platform helped to grow the iOS share for Latin America including Mexico by 4%, up from 20% at end-2012 to 24% in the first quarter of 2013. Excluding Mexico, normally included in StartMeApp platform tabulations for North America, the iOS share of impressions across Spanish-speaking LatAm and Brasil rose just 2% from 18% at end-2012 to 20% in the first quarter of 2013.

Regionwide, Android gained 3% in its share of ad impressions on the StartMeApp platform in LatAm, rising from 42% in 2012 to 45% during Q1-2013, while other operating systems’ share of StartMeApp impressions in LatAm remained unchanged at 1% of the total.

Key Points

  • Symbian’s share of all of all impressions on the StartMeApp platform in LatAm fell 5% from 39% in 2012 to 34% during Q1-2013
  • Android gained 3% in its share of ad impressions, rising from 42% in 2012 to 45% during Q1-2013;
  • iOS rose by 2% from 18% at end-2012 to 20% in the first quarter of 2013
  • Other operating systems’ share of StartMeApp impressions in LatAm remained static at 1% of the total.

Device Type

– LatAm (including Mexico):

  • Smartphones’ share of SMA ad impressions in Latin America increased 5% from 54% in 2012 to 59% in Q1-2013
  • Tablets’ share of impressions registered 4% growth in LatAm, from 3% in 2012 to 7% in Q1-2013
  • Feature phones’ share of impressions on the SMA platform in LatAm saw a 9% drop, from 43% in 2012 to 34% in Q1-2013.


Worldwide, smartphones retained their dominant share of ad impressions on the StartMeApp platform, but showed no increase at 63% of the total during both 2012 and Q1 2013. In Latin America including Mexico, however, smartphones actually increased their share of the total, up 5% from 54% in 2012 to 59% in Q1-2013.


Pushed higher by significant growth in the Mexican market, tablet device share of impressions registered 4% growth in LatAm including Mexico, up from from 3% in 2012 to 7% in Q1-2013. Tablets’ share of impressions for Spanish-speaking LatAm and Brazil, excluding Mexico registered just 2% growth, up from 3% in 2012 to 5% in Q1-2013.

The increase in the share of ad impressions corresponding to smartphones and tablets in LatAm occurred at the expense of feature phones, which fell sharply on the StartMeApp platform for LatAm including Mexico, down 9% drop, from 43% in 2012 to 34% in Q1-2013. Feature phones’ share in Spanish-speaking LatAm and Brasil excluding Mexico, fell 6% on the platform, from 43% in 2012 to 36% in Q1-2013.

On StartMeApp’s global platform, the share of mobile ad impressions corresponding to tablet devices grew more than did smartphones worldwide from the ongoing decline in the platform share of feature phones running on the Symbian OS. But across Latin America, the increase of smartphones’ share of mobile ad impressions was greater than that of tablets during Q1-2013.

While the share of impressions for tablets running Android and other non-iOS operating systems grew significantly during 2012 and Q1-2013, StartMeApp has begun to see significant increases in Q1 and Q2 2013 in the iOS share of ad impressions on our platform,” said Alejandro Campos Carles, Co-Managing Director and Founder, StartMeApp.. “Given StartMeApp´s ongoing expansion into both the iOS stronghold of North America and the European market for mobile advertising, we expect ad impressions corresponding to Apple phones and tablet devices on our platform to steadily increase throughout 2013.”

Android, Apple…

The Android operating system gained 5% worldwide during Q1-2013 in its share of ad impressions on the StartMeApp platform, up from 39% during 2012 to 44% in the first quarter. The Android share increase came largely at the expense of the legacy Symbian OS, which despite its considerable staying power in some emerging markets, saw its share of impressions on StartMeApp´s network fall 7% from year-end to just 27% of all ad impressions during Q1 2013.

Apple’s iOS retained its quarter share of ad impressions on StartMeApp´s platform, rising by just 1% to total 26% of all ad impressions during Q1-2013, the 1% uptick resulting from share increases in LatAm, North America and APAC that are expected to continue throughout 2013.

The share of mobile ad impressions corresponding to feature phones on the StartMeApp platform fell across all markets during Q1-2013, with tablets’ share of impressions rising across all markets and smartphones showing mixed results on a region-by-region basis.

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