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 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.

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