Leanplum-2018年移动应用（APP）参与指数报告（英文）-2019.1-63页_5mb

2018 Mobile App Engagement Index Summary

Introduction

The 2018 Mobile App Engagement Index report, produced by Liftoff and Leanplum, provides insights into user acquisition trends, engagement rates, and conversion data across various app categories and platforms. It highlights the importance of understanding user behavior at different stages of the marketing funnel to drive deep-funnel engagement and long-term user loyalty.

Core Content

The report analyzes 47.4 million post-install events across six leading app categories: Dating, Finance, Gaming, Shopping, Travel, and Utilities. It includes data by platform (iOS and Android), gender, and region (North America, LATAM, EMEA, and APAC) to help marketers craft effective strategies. The data spans from September 1, 2017, to August 31, 2018, and is based on 257.5 billion impressions and 58.4 million installs.

Key Trends and Insights

Mobile Engagement Benchmarks

• Cost per Install (CPI): The average CPI dropped by 29.9% compared to 2017, indicating a more cost-effective environment for user acquisition.
• Engagement Events:
  • Registration: Costs decreased by 44.2%, with conversion rates more than doubling to 63.1%.
  • Purchase: Costs dropped by 37.8%, and conversion rates increased by 12.5%.
  • Subscription: Costs varied from $48.05 to $94.77, with conversion rates ranging from 2.5% to 3.3%.
  • In-App Purchase (IAP): Costs rose by 56.4% to $101.58, while conversion rates dropped by 48.1% to 2.8%, indicating a challenge in this area.

Seasonal Variations

• CPIs fluctuate throughout the year, with peaks in April and lows in the summer months.
• April Peak: Likely due to increased interest in finance apps for tax preparation.
• Summer Dip: Suggests reduced competition and user interest, but also missed opportunities for marketers.
• Holiday Periods: High CPIs and low conversions during December–January, attributed to increased competition and user focus on gifts rather than entertainment.

Engagement by Gender

• Female Users:
  • More expensive to acquire in later funnel stages, but offer higher engagement rates (e.g., 62% for Reserve vs. 44.4% for males).
  • Conversion rates for Purchase are 81.4% higher than males, and for In-App Purchase, they are 100% higher (3.8% vs. 1.8%).
• Male Users:
  • Cheaper to acquire (e.g., $3.38 for Register vs. $7.57 for females).
  • Conversion rates for Register are 43.8% higher than females (68% vs. 47.3%).

Engagement by Platform

• iOS Users:
  • Offer better value with lower acquisition costs and higher engagement rates.
  • For example, the cost to acquire a subscription user is 45% less than for Android ($129.15 vs. $187.29).
  • Install-to-subscribe conversion rate is 3.4%, more than double that of Android users.
• Android Users:
  • More expensive to acquire but offer less engagement in deep-funnel activities.

Regional Analysis

• North America: Dominates app revenue and engagement, though specific regional details are not fully detailed in the summary.
• APAC: Shows high engagement in shopping, with events like Singles' Day and Korea Sale Feta driving interest.
• LATAM and EMEA: Less detailed, but show potential for growth and engagement.

Strategic Recommendations

• Focus on Mid-Funnel Activities: Registration, Reserve, and Purchase show strong performance and improvement.
• Optimize for In-App Purchases: The high cost and low conversion rate suggest a need for alternative monetization models, such as rewarded video.
• Leverage Seasonal Opportunities: Marketers should align campaigns with key shopping periods (e.g., Singles' Day, Black Friday) and other seasonal trends.
• Balance Male and Female Targeting: While females offer high engagement, males are a more cost-effective target. Marketers should consider both segments strategically.
• Utilize Effective Communication: Push notifications and email campaigns play a crucial role in driving retention and deep-funnel engagement.

Conclusion

The 2018 Mobile App Engagement Index highlights a positive trend in user acquisition and engagement, with significant improvements in cost efficiency and conversion rates across most funnel stages. However, in-app purchases remain a challenge due to rising costs and declining conversions. Marketers should focus on optimizing campaigns, leveraging seasonal trends, and exploring alternative monetization models to sustain growth and user loyalty.