2017移动APP用户获取趋势和基准报告（英文版）_37页-4mb

2017 Mobile App Engagement Index Summary

Core Content

The Liftoff 2017 Mobile App Engagement Index provides insights into user acquisition trends and benchmark data across key engagement events in the mobile app ecosystem. It tracks the cost per action (CPA) and engagement rates for six major app categories: Dating, Finance, Gaming, Shopping, Travel, and Utility. The data spans from September 1, 2016, to August 30, 2017, and includes 120 billion ad impressions, 1.3 billion clicks, and 41.7 million events across 30.5 million app installs.

Main Points

The App Economy is Maturing

• The app market is growing rapidly, with the global app economy projected to reach $6.3 trillion by 2021.
• Marketers must align their strategies with user preferences and behaviors to succeed in this competitive landscape.
• The market is becoming more saturated, requiring more creative and data-driven approaches to user acquisition and engagement.

Engagement by Funnel Depth

• Top-funnel events (e.g., Install) show flat CPAs, suggesting that marketers need to focus on deep-funnel events (e.g., In-App Purchase, Purchase, Subscription) to drive higher engagement.
• Deep-funnel engagement yields better results, as users are more committed and willing to spend.

Cost and Engagement Trends by Action

• Register: Engagement rates are marginally cheaper and more attractive, with a 42.8% conversion rate. Marketers should focus on re-engagement strategies.
• Reserve: CPAs have declined, and engagement has increased, showing that booking travel via apps is becoming mainstream.
• Purchase: CPAs peak during the holiday season, but engagement remains low. Marketers should plan campaigns in advance to capture user interest.
• In-App Purchase: Costs have risen, and engagement rates are low (4%-5%), indicating the need for better ad creatives to combat fatigue.
• Subscribe: Engagement is steady, and CPAs are lower than previous years. Subscription apps benefit from user loyalty and predictable cash flow.

User Behavior Insights

• Gender Differences: Engagement rates for both males and females have increased, with females showing higher engagement (8.5%) in Purchase and males in Subscription (2.6%).
• Platform Differences: iOS users tend to engage more and cost more than Android users, but Android's volume can also lead to significant revenue.
• Regional Analysis: The report includes a breakdown by region (North America, LATAM, EMEA, APAC), though specific data is not detailed in the summary.

Key Recommendations

• Focus on deep-funnel engagement to improve conversion and user retention.
• Leverage data and analytics to optimize campaign timing and budget allocation.
• Segment audiences based on behavior (e.g., registration, reservation, purchase) to target high-value users.
• Adapt to micro-moments where users are more likely to engage with apps for learning, doing, finding, or buying.
• Balance cost and conversion by identifying periods of low cost and high engagement, such as October and March.

Conclusion

The 2017 Mobile App Engagement Index underscores the importance of data-driven decision-making in the app economy. With increasing competition and user expectations, marketers must rethink traditional seasonal strategies and instead focus on timing, targeting, and the value proposition of their apps. The report highlights that while the market is growing, it's also becoming more complex, requiring a nuanced understanding of user behavior and platform dynamics to achieve success.