RadiumOne State of Mobile Acquisition Report
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The state of mobile user acquisition is changing. Marketers are shifting their focus in an attempt to acquire more high-value users. But what does a high-value user look like, and what are the signals that represent their potential? Our latest “State of Mobile Acquisition” report explains how marketers can understand, identify and acquire more high-value users in order to drive their business forward.
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RadiumOne State of Mobile Acquisition Report
- 1. Copyright RadiumOne State of Mobile Acquisition Q1 2016 Find more high-value users
- 2. Copyright RadiumOne Mobile App Report Methodology Data derived from in app events and ad engagement across 3rd party apps for >100M devices. *Data analyzed is for customer in-app activity and install data from January 2016 across smartphone and tablets including iPhone, iPad, and Android devices. High-value users are those who have generated revenue through in app purchases or have used the app every day over the last 30 days.
- 3. Copyright RadiumOne Executive Summary Marketers have a huge opportunity to acquire more high-value mobile users: High-value users drive almost all app revenue They make up 85% of revenue across Retail, Sports, Communication and Music/Books apps. They have unique signals outside of your app For Retail, high-value users show unique behavior within shopping, lifestyle and gaming categories. Know these signals and more than double your high-value users For Retail, there is an opportunity to increase high-value users from 18% to 46%.
- 4. The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again. High-value users drive almost all app revenue Copyright RadiumOne
- 5. Copyright RadiumOne High-value users are only 17% of your user base Share of High-Value Users by Category Retail apps Sports Apps Music/Books Apps Communication Apps 28% 18% 18% 16% • A high-value user is one who has made a purchase within the last 30 days or who has had at least 30 sessions within the last 30 days. • Sports apps have the highest percentage of high-value users at 28%, while Retail apps, Music/Books apps and Communications apps are all below 20%.
- 6. Copyright RadiumOne High-value users drive almost all app revenue Share of App Revenue from High-Value Users by Category 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Communication Retail Music/Books Sports % Revenue contribution % High-value users • High-value users drive 85% of app revenue. • High-value users generate four times more revenue than the average user. • Music/Books apps derive 99% of their revenue from high-value users. 90% 28% 99% 18% 78% 18% 85% 16%
- 7. Copyright RadiumOne Monthly Sessions by Average and High-Value Users High-value users use your app 4x more 0 20 40 60 80 100 120 Retail Sports Communication Music/Books Average user High-value user 3.5x 4.2x 5.5x 2.7x • High-value users engage with an app 4x more than the average app user. • The difference between a high-value user and the average user is biggest with Communication apps, where high-value users have 5x times as many sessions as the average. • App marketers should cater to these high-value users while doing all they can to increase usage among average users through push notifications, retargeting campaigns, rewards and other types of engagement programs. 35 10 16 67 20 109 12 32
- 8. High-value users have unique signals outside of your app Copyright RadiumOne
- 9. Copyright RadiumOne Industry deep dive: Retail observation #1 Retail users are loyal to a small number of Shopping apps Retail Users’ Share of Shopping Apps vs. Sports Users’ Share of Sports Apps • The average Retail app user has a total of just 3 Shopping apps on their device, or 1.4% of all apps they’ve installed. • The high-value Retail user has one- third of that, with just 1 other Shopping app on their device. • This isn’t the case with other categories, like sports. Sports app users have many Sports apps on their devices. High-value Sports users have an even greater percentage of Sports apps than average users. 24.1% 1.4% 36.6% 0.4% 0% 5% 10% 15% 20% 25% 30% 35% 40% Sports Shopping High-value user Average user
- 10. Copyright RadiumOne Industry deep dive: Retail observation #2 Retail high-value users have more Lifestyle apps Retail Users’ Share of Lifestyle Apps • High-value Retail users have 45% more Lifestyle apps on their devices than average Retail users. • Lifestyle apps include dating, weather, emojis, fitness tracking, public transit tickets, maps and astrology - things users access on a day-to-day basis. 30% Average userHigh-value user 20%10%0% 27.1% 5% 15% 25% 30%20%10%0% 18.7% 5% 15% 25% 45% More
- 11. Copyright RadiumOne 20%10%0% 5% 15% 7.6% Industry deep dive: Retail observation #3 Retail high-value users do not play Social Games Retail Users’ Share of Social Gaming Apps • High-value Retail users have 62% fewer Social Gaming apps on their devices than the average user. • This suggests that high-value Retail users view their device as a ‘shopping’ tool instead of a ‘gaming’ tool. 20%10%0% 5% 15% 19.9% 62% Less Average userHigh-value user
- 12. Know these signals and more than double your high- value users Copyright RadiumOne
- 13. Copyright RadiumOne Industry deep dive: Retail conclusion An additional 28% of Retail users exhibit high-value signals Share of High-Value Potential for Retail 18% • 18% of Retail users are high-value, those who have made an in app purchase within the last 30 days. • Applying the signals of high-value retail users the rest of the user base, we find that another 28% have the potential to be high-value. • These signals include: apps that have been installed, websites that have been visited, and ads that have been clicked on. 54% 28% Average userHigh-value user High value potential
- 14. Copyright RadiumOne Key Takeaways We see three key strategies for marketers to acquire more high-value mobile users: • Focus on the segment driving the majority of your revenue. Start with in-app analytics to get to know your cohorts, zooming in on the behaviors and characteristics of your highest-value users. • Marketers should look outside their own app for signals. To truly get to know your high-value users, take in data from the entire ecosystem, including 3rd party apps and web sites, to see how they act “out in the wild.” • Target high-potential users with both in app and mobile web advertising campaigns. These signals will help you to focus your ad spend on users that are most likely to be high-value.
- 15. Copyright RadiumOne We know your next customer. RadiumOne uses proprietary data about behaviors, actions and interests demonstrated by consumers through the company’s proprietary mobile and desktop software. Using insights and data intelligence, RadiumOne helps marketers activate customer engagement in real-time across different devices, locations and screens. To learn more about RadiumOne, please visit http://www.radiumone.com.