Dive Brief:
- There are perceived differences between mobile Apple and Android users, but research from AppsFlyer found significant divergence across hundreds of mobile app marketing attributes.
- Conversion rates across different app categories was varied, and even when different device users were active, it didn’t line up.
- Because there are such large gaps in performance between platforms for certain verticals for conversion and retention, marketers should watch spending and manage campaigns carefully for cross-platform apps, the report suggests.
Dive Insight:
AppsFlyer research on “The State of App Marketing” uncovered major differences in how marketers should approach app marketing for iOS and Android users. One key difference was iOS users are most active on Sunday, the least active day for Android users. This means Android engagement campaigns should focus on weekdays, while iOS campaigns are best run on Sunday, but worst on Friday when engagement is at its lowest. In fact, Android engagement was higher than iOS Monday to Friday and was only surpassed on Saturday and Sunday.
Maybe more striking than what day of the week each user was more engaged, and definitely a finding that should impact campaigns for apps within certain verticals, is the difference in conversion rate across categories. Apple users convert at much higher rates in the health & fitness, business and productivity categories. For example, Apple users convert at more than 8% in health & fitness, compared to Android’s 2.13% conversion rate.
For its part, Android converts much higher in utilities, social networking, travel and entertainment. The only category where conversion rate was very similar was games.
The real takeaway from the AppsFlyer report is mobile app marketers need to be aware of where and when their marketplace is active and spend the campaign budget accordingly.
Recommended Reading
AppsFlyer: The State of App Marketing – H2 2015
Venture Beat: Research shows culture is the most critical attribute for mobile app marketers
Marketing Dive: App install ads are leading mobile advertising spend
Marketing Dive: Why marketers should jump on the mobile app install ads trend
Venture Beat: Research shows culture is the most critical attribute for mobile app marketers
Marketing Dive: App install ads are leading mobile advertising spend
Marketing Dive: Why marketers should jump on the mobile app install ads trend
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