2017年移动APP用户获取趋势和基准报告（英文版）_37页-4mb

LIFTOFF 2017 Mobile App Engagement Index Summary

Core Content

The LIFTOFF 2017 Mobile App Engagement Index provides insights into user acquisition and engagement trends across various app categories, platforms, and demographics. It highlights the evolving dynamics of the mobile app economy and offers marketers actionable data to optimize their strategies and performance.

Main Points

• App Economy Growth: The global app economy is projected to reach $6.3 trillion by 2021, indicating a mature and competitive market. Marketers must align their strategies with user preferences and behaviors.

• Engagement Opportunities: The Index emphasizes that while top-funnel events like installs have stable costs, deeper-funnel engagement (such as reservations, purchases, and subscriptions) offers more value and requires more strategic targeting.

• Micro-Moments: Users engage with apps during "micro-moments" – brief, intent-driven moments when they are looking to learn, do, find, or buy. These moments are not bound by seasonality and are influenced by user behavior and app relevance.

• Data-Driven Insights: The Index compiles data from September 1, 2016, to August 30, 2017, encompassing 120 billion ad impressions, 1.3 billion clicks, and 41.7 million events across 30.5 million app installs. It provides a detailed breakdown by app category, platform, and region.

• Cost and Conversion Dynamics: There is a clear trend that deeper-funnel events (e.g., subscriptions, in-app purchases) come with higher costs but also higher engagement potential. Marketers should focus on understanding the balance between cost and conversion.

Key Engagement Metrics

Average Monthly Cost per Install

• CPIs are relatively stable with a standard deviation of only $0.22.
• Higher CPIs are observed during peak shopping months (e.g., July at $9.75).
• Lower CPIs are seen in October and March, which are optimal times for user acquisition.
• The holiday season is a key period for shopping apps, but it's also a time of high competition and user choice.

Register: Monthly Cost & Engagement Rates

• Registration is a critical first step in building a user relationship.
• Engagement rates for registration are relatively high (42.8% conversion rate), suggesting users are more willing to create accounts.
• The Index shows that registration costs remain stable, but the event is more relevant to app categories like dating, travel, and finance.

Reserve: Monthly Cost & Engagement Rates

• The cost to acquire a user who makes a reservation has declined, indicating that booking via apps is becoming mainstream.
• Engagement rates for reservations have increased significantly, with a 48.2% drop in CPIs from May to June.
• This event is particularly relevant for travel and utility apps.

Purchase: Monthly Cost & Engagement Rates

• Purchase CPIs peak during the holiday season, reflecting high competition and user choice.
• Engagement rates for purchases are lower than for reservations, but the value of each transaction can be substantial.
• Shopping apps can align campaigns with seasonal trends, but marketers should also consider off-peak opportunities.

In-App Purchase: Monthly Cost & Engagement Rates

• In-app purchase CPIs increased steadily from January to May, with engagement rates hovering around 4%-5%.
• The Index suggests that users are becoming more fatigued with ads, and marketers should focus on creating engaging and non-annoying content.
• Summer remains a strong period for engagement, with a notable increase in IAP rates.

Subscribe: Monthly Cost & Engagement Rates

• Subscription CPIs show a notable drop in September compared to March, suggesting improved user willingness to commit to recurring fees.
• iOS users are more likely to subscribe and pay higher amounts, but Android users are also contributing significantly.
• Subscription apps offer stable revenue streams and long-term user loyalty, making them a strategic category for growth.

Engagement by Gender

• Engagement rates for both males and females have increased, with females showing higher engagement (8.5%) compared to males (4.4%).
• Acquisition costs for females are lower than for males, but engagement rates for subscription apps show a higher disparity.
• Males are more likely to engage with dating and finance apps, while females dominate shopping and gaming categories.

Engagement by Platform

• iOS users tend to engage more and spend more, but Android users are growing in number and contribution.
• The Index highlights that while iOS users cost more, their engagement and conversion rates are significantly higher.
• Android users may not have the same purchasing power, but their volume of engagement can still yield substantial results.

Engagement by Category

• Dating Apps: High engagement but lower conversion rates compared to other categories.
• Finance Apps: Show consistent engagement and conversion, with a focus on trust and user behavior.
• Gaming Apps: High CPIs and engagement, especially for in-app purchases and subscriptions.
• Shopping Apps: Seasonal variations are significant, with peak engagement during the holiday season.
• Travel Apps: See a steady increase in engagement, particularly with reservation activities.
• Utility Apps: Offer consistent engagement and are less affected by seasonal trends.

Conclusion

The 2017 Mobile App Engagement Index provides a comprehensive view of the mobile app market, emphasizing the importance of data-driven strategies and understanding user behavior. It encourages marketers to rethink traditional timing models and focus on the "micro-moments" that drive engagement. With the right approach, marketers can identify high-value opportunities and optimize their campaigns for better results.