Watch out: costs per action (CPAs) in mobile apps may increase this holiday season.
Liftoff, a mobile marketing and retargeting platform, released a Mobile App Engagement Index for Q3 2015 today. The index measures the costs associated with in-app actions, like registering, sharing, purchasing, subscribing and reserving in non-gaming apps including dating, ecommerce, social, travel and utility.
The index measured 45 million app installs and 1.1 billion post-install events globally, with 60% of their measurements occurring in North America.
“CPAs fluctuated more in the third quarter than previously this year, and we believe that marketers can expect even more change going into the fourth quarter, where growing mobile marketing budgets and an increase in competition during the holidays will impact mobile growth,” stated Mark Ellis, CEO of Liftoff.
CPAs have been on the rise since the end of last year, though Q3 was the first time costs had fallen. Mobile advertisers spent an average of $9.46 to acquire a new registered user, the lowest it’s been in 2015.
Cost per subscription rose 10.6% in Q3 after seeing a six-month 13.5% decrease in price come to an end in Q2. Dating apps have the highest cost per subscription, with marketers spending an average of $193.61 to acquire a subscriber.
In advance of the holiday rush, Liftoff found that men are becoming more likely to spend money through mobile, and that ecommerce apps saw a decrease in the costs to acquire a purchaser, down to $162.14.
Men and women subscribe to dating apps at similar rates, and have a very small difference between them for behavior on travel and ecommerce apps.
Males are also more likely to subscribe to a finance app after install. It costs 333.99% more to acquire a female subscriber than a male for a finance app.
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