2023年移动消费者报告（英）-42页_1mb

Mobile App Consumer Survey Summary 2023

Based on the 2023 Airship mobile consumer survey involving over 11,000 global respondents, this study highlights key trends in app usage, consumer preferences, and market dynamics.

Primary Objectives and Key Findings

• Convenience and Simplicity: Apps are widely used to simplify daily tasks, with ease of use (35%) and time savings (27%) ranking highest among ongoing reasons for app retention. Fourteen percent of Gen Z and 16% of boomers cite community and gamification as key factors.
• Digital-Physical Integration: Apps facilitate seamless experiences, e.g., 74% of users use retailer apps during in-store visits for activities like loyalty programs and price comparisons.
• Opt-In Dynamics: Push notifications gain opt-ins through value-driven incentives like discounts (42%) and location-based offers (20%). High-income groups (58%) increasingly share social values for personalized experiences.
  • International variations noted, e.g., Germany prioritizes broad sales alerts, while Singapore favors loyalty rewards.
• Leads to Deletion: Approximately 73% of users decide to delete apps within a week or two, citing reasons like freeing up storage (32%) and ads (30%), while only 57% use an app more than twice before deciding deletion.
• Personalization Balance: Consumers prefer useful personalization based on past behavior or location (41-40%), but predictive invasive tactics are least favored (9%). Boomers show less concern for digital well-being compared to Gen Z.
• Discovery Pathways: Most apps are discovered via app stores (89%), followed by search engines and word-of-mouth referrals. Brand advertising plays a lesser role for older demographics.
• Messaging Preferences: Email opt-ins (86%) are high but have low open rates (12%); in-app messages receive greater engagement when integrated with active app usage.
• Health & Wellness Adoption: Apps are viewed as essential for improving health and well-being, with Gen Z showing highest intent (94%) for fitness and nutrition apps.
• Emerging Technologies: Apple's Focus (56% adoption for distraction control) and Live Activities (41% use globally) demonstrate high consumer interest in digital wellness tools.

Recommendations for Marketers

• Optimize app experiences for ease, personalization, and value.
• Implement App Store Optimization (ASO) to enhance discoverability.
• Leverage zero-party data responsibly to align with evolving privacy expectations.
• Focus on low-friction onboarding and progressively personalized communications based on user behavior.
• Prioritize blended in-app and targeted out-of-app messaging strategies for sustained engagement.