Last month, our indexes showed a massive opportunity: January 2016 was the first time in a year and a half that the cost to secure a loyal user decreased, falling 34 percent from December to $2.78. But in February, there was a reversal, as the price to acquire a loyal user went back up 26 percent to $3.50. The reality is that in an increasingly crowded mobile market, sustained app engagement is progressively more difficult. So January’s data represented a notable break for advertisers, particularly following the historically expensive holiday months. In the meantime, app download volumes decreased slightly during…..
If you haven’t been convinced you need an app by now, maybe last week’s announcement of theApple Watch will finally do it. If Adobe is right in its estimate that 10% of iPhone and iPad users will have an Apple Watch in the next 18 months, then that’s 25 million people who will only be able to engage with your brand through their smartwatch if you have an app. With a screen that measures just 38 or 42 millimeters, and no keyboard, native apps will fuel engagement. Apple is calling the watch their “most personal device yet,” and with it…..
It’s no surprise that a recent Millward Brown study revealed that American’s daily time spent on mobile devices now outpaces TV. With that in mind, MITX’s recent Mobile Summit highlighted “the change from mobile as a device to mobile as a behavior.” With more than a million apps in the app store, mobile users have no shortage of choices. Likewise, with time spent on mobile devices continuing to increase, brands have no shortage of people to target. Volume is evident, but value is little trickier. Which begs the question: what does success for user acquisition look like for any given…..