2016年全球移动应用分析报告（英文版）_58页_2mb

The State of App Engagement Summary

Core Content

This report provides a comprehensive analysis of app engagement metrics across different platforms, categories, and regions, based on data from Q3 2016. It highlights the challenges of retaining users and the importance of optimizing for engagement and monetization.

Main Points

• Retention Challenges: Retaining users over time remains a significant challenge for app marketers. Only 10-12% of users remain active seven days after installation, and 4-5% are still active after 30 days.

• Organic vs. Non-Organic Users: Organic users outperform non-organic users in retention and engagement. On iOS, organic users outperform non-organic by 15%, while on Android, the gap is 21%.

• Year-over-Year Improvements: Retention rates have improved overall, with iOS showing more robust growth than Android. iOS had a 9% increase in retention, while Android had a 4% increase. iOS non-organic users saw the most significant improvement, up 25%.

• Session Engagement: The average number of sessions per daily active user (DAU) is 3.56 on iOS and 3.8 on Android. iOS users have 12-13% more sessions than Android users.

• Monetization Challenges: Fewer than 2% of users make in-app purchases. iOS users are more likely to convert into buyers, with 80% higher chances for an engaged user to become a buyer, and 55% higher chances for an installer to become a buyer.

• Category Differences:

  • Gaming apps show the lowest monetization for non-organic users, with only 60% fewer installers becoming buyers.
  • Shopping apps have the highest engagement, with iOS users being 25% more active than Android users.
  • Travel apps have the largest differences in conversion between platforms, with Android having a higher install-to-engaged rate, but iOS having a better install-to-buyer rate.

• Regional Insights:

  • North America leads in purchase activity, especially on iOS with the best install-to-buyer ratio (2.25%).
  • Latin America has the lowest purchase activity, with only 0.07 in-app purchases (IAPs) per install on average.
  • India has the lowest Android retention and Eastern Europe the lowest iOS retention.

• City-Level Engagement: Some less prominent media markets in the US, such as Salt Lake City, Omaha, and Albuquerque, show higher engagement rates than larger media markets like Los Angeles and New York.

Key Insights

• Gaming:

  • Android users are more engaged in the early stages of the funnel.
  • iOS users are more likely to make purchases, with a 20% higher rate than Android users.
  • Organic users on both platforms outperform non-organic users, especially in purchases.

• Shopping:

  • iOS users are more active in all stages of the funnel.
  • Organic iOS users are 3x more likely to make purchases than non-organic users.
  • Organic Android users also outperform non-organic users in content views and add-to-cart actions.

• Retention Trends:

  • iOS overall leads in retention, while Android has the highest retention for organic users.
  • North America has the best Android retention, while CJK (Chinese, Japanese, Korean) leads in iOS retention.

Recommendations for Marketers

• Focus on data-driven user acquisition and funnel optimization.
• Use retargeting, push notifications, and deep linking to improve engagement.
• Consider in-app advertising and subscription models as additional revenue streams.
• Improve onboarding and welcome screens to increase early engagement.
• Test multiple variations of app store descriptions and ad creatives to enhance click-to-install rates.
• Leverage organic lookalike audiences and cohort reporting to refine targeting and re-engagement strategies.

Summary Table

Conclusion

App engagement is a critical factor in the success of mobile marketing strategies. While retention remains a challenge, the data indicates that marketers are improving their efforts, especially on iOS. Organic users consistently outperform non-organic users, and iOS users are more likely to convert into buyers. Marketers should focus on data analysis, engagement optimization, and understanding user behavior across different categories and regions to maximize app usage and monetization.