2017移动APP用户获取趋势和基准报告（英文版）_35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. It analyzes the cost per action (CPA) and engagement rates for key post-install events such as Install, Registration, Reservation, Purchase, In-App Purchase, and Subscription. The report spans 12 months of data (September 1, 2016 - August 30, 2017), including 120 billion ad impressions, 1.3 billion clicks, and 41.7 million events.

The Index highlights the maturing mobile app market, where the sheer number of apps has created both competition and opportunity for marketers. The report also underscores the importance of aligning marketing efforts with user behavior and preferences, particularly in the context of "micro-moments" – brief, intent-driven moments when users are more likely to engage with apps.

Main Points

1. Market Trends and Growth

• The app economy is growing rapidly, projected to reach $6.3 trillion by 2021.
• Mobile apps dominate digital time spent, with users spending 60% of their digital time on apps, compared to the mobile web.
• Users are increasingly reliant on apps for various activities, including shopping, travel, and finance, indicating a shift in digital habits.

2. Engagement and Cost Analysis

• The Index measures the cost and conversion rates for key engagement events across six app categories: Dating, Finance, Gaming, Shopping, Travel, and Utility.
• Costs for these events vary by month and category, but they tend to be more stable than expected, with a standard deviation of only $0.22 for CPIs.
• Engagement rates are generally higher in deep-funnel activities (e.g., Subscription) than in top-funnel ones (e.g., Install), indicating that users who engage further in the app lifecycle are more valuable.

3. User Behavior and Micro-Moments

• Users engage with apps in "micro-moments" – small, intent-driven instances throughout the day.
• These moments are crucial for marketers to align campaigns with user needs, whether it's learning, doing, finding, or buying.
• Apps are always accessible, and users are more likely to engage when ads are relevant and valuable to their current situation.

4. Platform and Demographic Insights

• iOS users tend to spend more and engage more, but at a higher cost than Android users.
• Female users show higher engagement rates in some activities (e.g., Reserve, Subscription), but also higher costs.
• The data suggests that gender differences are less extreme compared to the previous year, indicating a more balanced user behavior across demographics.

5. Seasonality and Timing

• Holiday periods are associated with higher user acquisition costs and lower conversion rates, especially in the Shopping and Gaming categories.
• Summer months (June to August) offer lower CPA for Shopping apps, possibly due to users seeking items for long weekends and summer activities.
• The Index encourages marketers to rethink seasonal timing, suggesting that opportunities exist throughout the year and should be leveraged accordingly.

Key Insights

• User acquisition costs are relatively stable, but engagement rates can vary significantly by month and category.
• Deep-funnel engagement (e.g., Subscription, In-App Purchase) is more expensive but also more rewarding, as users are more committed.
• Micro-moments are essential for effective app engagement, and campaigns should be tailored to these moments rather than traditional seasonal marketing.
• iOS users are more engaged and willing to spend, but Android users offer a larger volume of engagement opportunities at lower costs.
• Gender differences are present but not as extreme as before, with both male and female users showing significant engagement in various activities.
• Shopping apps can align campaigns with seasonal trends, but other categories (e.g., Travel, Finance) benefit from year-round engagement strategies.

Conclusion

The LIFTOFF 2017 Mobile App Engagement Index is a valuable resource for marketers aiming to optimize their user acquisition and engagement strategies. It emphasizes the importance of understanding user behavior, leveraging micro-moments, and aligning campaigns with the right timing and targeting. With the app economy continuing to grow, marketers who use data-driven insights will be better positioned to capture and retain users in a competitive landscape.