Leanplum-2018移动应用程序参与度指数（英文）-2019.1-63页_5mb

2018 Mobile App Engagement Index Summary

Core Content

The Liftoff and Leanplum 2018 Mobile App Engagement Index provides insights into user acquisition trends, engagement rates, and cost-per-install (CPI) data across various app categories, platforms, and regions. The report is based on internal data from September 1, 2017, through August 31, 2018, encompassing over 47.4 million post-install events and 58.4 million installs.

Main Points

1. Mobile App Economy Growth

• The global app economy is expanding rapidly, with billions of smartphones and millions of apps.
• Combined app revenues for Apple App Store and Google Play reached $34.4 billion for the first half of 2018, up 27.8% year-over-year.
• Apple's platform generated more revenue than Google Play, despite the latter's faster growth in downloads.

2. Engagement Trends Across the Funnel

• The report benchmarks the average cost to acquire a user who engages in a post-install event.
• Key engagement events include App Installs, Registrations, Reservations, In-App Purchases, Purchases, and Subscriptions.
• There's a significant decline in CPIs at the top of the funnel, with the cost to install an app dropping by 29.9% compared to 2017.
• Conversion rates have improved, indicating better marketing effectiveness and user engagement.

3. Cost & Conversion Variability

• Registration costs dropped by 46.4%, with a conversion rate of 63.1% in 2018, up from 30.5% in 2017.
• Reserve (booking) costs decreased by 37.8%, but install-to-reserve rates remained low, especially during peak CPI months.
• Purchase costs declined by 38.5%, but conversion rates still have room for improvement.
• In-App Purchase (IAP) costs increased by 56.4% compared to 2017, with conversion rates dropping by 48.1%, likely due to market saturation and ad fatigue.
• Subscription costs varied, with a low of $48.05 in November and a high of $94.77 in July, but conversion rates remained stable.

4. Seasonal Variations

• CPIs fluctuate throughout the year, with lowest costs in August and highest in April.
• The April peak is linked to increased interest in finance apps for tax preparation.
• Summer months show a dip in CPIs, possibly due to reduced user activity, but also a missed opportunity for engagement.
• Holiday periods are high-traffic times, but also competitive, with high CPIs and low conversion rates.

5. Gender-Based Engagement

• Female users are more expensive to acquire but show higher engagement and conversion rates.
• Conversion rates for females are 1.2% lower than males but their purchase and IAP engagement rates are significantly higher.
• Males are a more cost-effective segment, especially for Registration and Subscribe events.
• Females are more likely to be power users and super shoppers, making them a valuable target.

6. Platform Performance

• iOS users generally offer better value, with lower CPIs and higher engagement rates.
• Subscribe conversion rates for iOS users are 3.4%, more than double that of Android users (1.6%).
• Register conversion rates for males are 68%, which is 43.8% higher than for females (47.3%).

7. Regional Analysis

• The report includes regional data for North America, LATAM, EMEA, and APAC.
• APAC shows a unique pattern with sustained shopping activity, especially around events like Singles' Day and Korea Sale Feta.
• North America and EMEA have more seasonal variations in CPIs and engagement.

8. Retention and Communication Channels

• The Index highlights the impact of communication channels like push notifications and email on user retention.
• Rewarded video ads are gaining traction as a viable alternative to in-app purchases, helping reduce dependency on IAPs while increasing user benefits.

9. Strategic Recommendations

• Marketers should focus on seasonal opportunities, such as April for finance apps and September for gaming and shopping.
• Personalized push notifications and optimized creatives can drive deeper engagement and conversions.
• While female users are valuable, male users offer better cost-efficiency for certain engagement stages.
• iOS is more cost-effective and engaging than Android, but Android remains a significant market with untapped potential.
• Rewarded video should be explored as an alternative monetization model, especially for gaming apps.

Key Insights

• Costs and conversions have improved across most engagement stages, indicating better marketing efficiency.
• Seasonal trends play a crucial role in user acquisition and engagement, with some months offering more value than others.
• Gender and platform differences highlight the need for targeted marketing strategies.
• In-app purchases remain challenging due to high costs and low conversion rates, suggesting a shift toward rewarded video.
• Retention and user engagement are influenced by communication channels, with push and email playing a key role.

Conclusion

The 2018 Mobile App Engagement Index demonstrates that marketers have made progress in acquiring and retaining users, with notable improvements in cost efficiency and conversion rates. However, challenges remain, particularly with in-app purchases and seasonal fluctuations. The report emphasizes the importance of data-driven decisions, targeted campaigns, and innovative monetization models to sustain growth and user loyalty in the competitive app landscape.