Retention: Percentage of users returning to app after 7 days of app install. Sessions: An activity performed by users with unique IP address for a particular time period (e.g. 30 minutes) is called Session. It is also important to know how many sessions user attend in a day/week/month. Time-Spent: Time spent by users per session. With the definitions only, you can guess how important these things are for app marketers. Retention, Sessions and Time-spent – all the three determine the level of user engagement. That’s why all app marketers exert themselves to gain results for the three. Where one app marketer breaks his back to improve results, another one chills out without worrying about results. Both are doing marketing work, but first one is not sure about results while second one swears by good results. Why is it so? Because second one is working for apps that score high in terms of retention, sessions and time-spent categories. Yes, you heard it right. Some app categories score high in user engagement things. Here is the analysis of app categories and their retention rates by Adjust. Publications (Android) and Social (iOS) Apps won the award of being first in generating higher retention rates. You can see here, Publication and Social apps are scoring high in retention rates. Also, it shows that Android users are more interested in reading the news. While iOS users prefer to be on social media. Publication and social media apps come under day-to-day app usage category. Instead of newspaper, today, people prefer to open news and magazine apps to know what’s going on in the world. And social media is something that users can’t live without. From general to professionals, all are deeply connected with social media apps. For Sessions per user: social and games apps stay at top After social media, users are more active with games. Studies by Adjust show that users’ per gaming session on Android is 717 seconds long and 615 seconds on iOS. Today’s thought-provoking games take the users away from real world. Games also create a competitive environment which players love the most when it comes to score higher than friends just to show off. Again, Games and Educational Apps are a part of long time-spent per session. I have already explained sessions per user for games. Glad to see that even educational apps are gaining attention. It seems that after the arrival of apps, students are curious to learn with fun. It also shows that apps are the future of education. May be tomorrow, instead of books, you will see book apps in hands of each student. This trend has already started, but needs some more time to cover the earth.
Bottom Lines Now you got the idea of popular app categories gaining quick attention of users. If your app is one of them and you are not getting the expected results, make sure something is missing in your app. Analyze popular apps similar to yours to know what’s wrong with it.
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In this competitive app world, app marketers are facing one common problem: their well-developed app and its content have gone out of the site, behind the walls. Users love to stick with their favourite apps. They just refuse to try on something new available in the market. If the situation remains same, how would users get familiar with new apps coming with advance features? On top surface, branded apps are flowing well with great number of downloads and reviews. And looking at the hundreds of apps, I believe it’s a tough job to make your app noticeable. To tackle such issues, I came through some tactics while searching on web. I believe these tips to be extremely useful to add exposure to your app and its content. 1. Mobile App Install Ads: for Exposure and Downloads Google Play, YouTube, Google Search and Display networks, where you don’t want to spread your app. App should be there on all those networks where users are generally passing their time. But to reach on such networks is difficult as many are there already blocking the space. Here, Mobile App Install Ads will help your app get a better exposure from most popular networks and take visitors directly to app landing page. Mobile App Install Ads are gaining popularity these days. It is a type of Ad Campaign which you can add through Google Adwords interface. You can select “Mobile App Installs” from Type in Settings. After that, follow your regular Google Adwords Strategy including target, bid, budget and schedule. 2. Deep Linking: For in-app content Deep linking may recall you the memory of hyperlinks on web. Hyperlinks drive users to the web page or to the specific content. But with apps, the case is different. A web user journey includes Google search, see hyperlinks, and click on it. While the journey of an app user starts with search for app, land on app’s page, download it, open it and start looking for inside content. Deep linking plays a key role here. You must have your own offers for every season like winter sale, or summer sale. Or you must have offers on your app like discount for particular season. To let the users know about your offers, you need content. Your app takes your content to users with the help of deep linking. Deep linking creates unique link to fit it well with different types of app screens. Deep links take your users from app to the particular page or piece of content where you have put offer details. For non-app users, you need deferred deep linking works similar to deep linking. 3. Google Tag Manager: To Avoid Republishing due to single change Changes give come-back reason to users. But to update an app for every minor or single change is like inviting a headache. Better to adopt a tool that can take care of app while making changes to it and give you a sigh of relief from resubmit the app on app store after each update. Google Tag manager (GTM) is one such tool. GTM makes it possible to push updates in your app and also save it from resubmission to app store. The tool applies some parts of code from app codebase which lets you edit certain in-app contents instead of replacing the whole app. Bottom Lines You need some tools to get through the techniques. As you are already aware of various app marketing campaigns and ad networks used within, it will be easy for you to adopt these new techniques that are looking quite familiar. Image source: https://support.google.com |
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