App install spend up 150 % but prices down, push-enabled users 2X extra engaged — [reports]

Three-fourths of app customers will probably be long past with the aid of the 1/3 month, says data from Localytics.
on March 17, 2016
 

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Two new experiences existing data on the cost of cellular app user acquisition and, as soon as bought, app person engagement and retention benchmarks. The app acquisition data come from Kenshoo, which looked at key tendencies in 2015. The engagement and retention benchmarks come from Localytics, which said aggregated data from across its customer base.

The Localytics data are global, however this submit specializes in the united states metrics. The Kenshoo information signify “over $eighty five million in advertiser spend, and over forty five million app installs, targeted across over one hundred countries global.”

kenshoo app install data

ad spending to pressure app installs grew more than one hundred fifty percent from this fall 2014 to q4 2015. Impressions, clicks and installs had been all up throughout the same period of time.

Kenshoo stated that there was little or no seasonal worth fluctuation, not like in different areas of digital. There was general price steadiness, and even a significant decline, in cost-per-set up. The iOS platform instructions a cost top class vs. Android but doesn’t supply higher performance metrics, in keeping with Kenshoo.

kenshoo app install data

possibly essentially the most interesting finding is Instagram’s increase as an app-advertising and marketing platform. Kenshoo stated that Instagram commercials are lower-priced but additionally less efficient than facebook in driving installs. however, the company conveyed that it is a slightly effective channel for app installs.

once installed, nearly all of customers have deserted apps with the aid of the 2d month (67 percent). Three months out, only 25 % of apps had been retained.

Localytics benchmarks

the next are Localytics’ findings regarding general app engagement:

  • App Launches  — eleven.48 reasonable app launches per 30 days
  • Session size — 5.17 minutes reasonable spent in any individual app monthly
  • Time In App  — fifty nine.35 whole minutes spent in apps per 30 days

Localytics found out that there’s a major distinction in engagement between customers who allow push notifications vs. folks who don’t. the corporate mentioned that fifty one % of customers who don’t enable push “will handiest visit an app once.” individuals who allow push may even average 15.5 app launches per month, in comparison with 6.2 app launches for many who’ve disabled push.

finally, Localytics identified the top five user acquisition channels for US app marketers:

  1. natural Channels
  2. fb
  3. Opera Mediaworks
  4. Tapjoy
  5. Instagram

(Some photography used beneath license from Shutterstock.com.)

 

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