【2015移动应用营销指南】

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收藏 2015-02-23

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THE 2015 APP MARKETING GUIDE
——The Data Trends & TakeawaysYou Need to Consider in 2015

TABLE OF CONTENTS
Introduction: The Increasing Importance of Apps 3
The 2014 App Engagement Landscape 5
Find #1: Overall Time in App is Increasing
Find #2: Time in App is Higher in Large Screen Devices
Find #3: Higher Mobile App Opens;
Longet Time Spent in Tablet Apps
Section One: Acquisition – Gaining Users 16
Find #4: Paid & Organic Users Perform the Same In-App
Section Two: Retention – Keeping Users 19
Find #5: App Retention is Increasing
Find #6: App Abandonment Risk is Still High
Section Three: Engagement & Marketing – Interacting with Users 27
Find #7: User-Enabled Push Leads to Higher Engagement
Find #8: Targeted Push Messages Have Higher Conversions
Your Five Key Takeaways for 2015 37
Conclusion

There’s no denying it: mobile apps have become the primary way we consume information.
Time spent in mobile apps now far outweighs time spent on the mobile web, which means consumers have found a new way to interact with your business; while on the go, and even when they have access to other mediums like the web and television. It’s clear that if you want to engage users long-term, mobile has to be an leading part of your strategy.
Yet many mobile apps still falter, as competition grows (the number of apps in the Apple App Store passed 1.2 million this year) and app users’ attention span shrinks. Encouraging app engagement beyond the first few days can be difficult, and traditional web tactics don’t apply.
So what does the state of the mobile app industry show us? What does success look like, and how can brands win over mobile consumers? What do you need to do to prepare your app for an optimal and profitable 2015?
This report dives into 2014 mobile data in an effort to:
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Flesh out key themes and major changes in app usage and trends
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Help frame your 2015 mobile strategy
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Provide five actionable takeaways for planning a successful year