The Mobile App Experience - Uncovering the consumer journey from app discovery to loyalty

What you get

• 25+ charts in PowerPoint and Keynote format that you can edit
  
• 40+ pages of data driven in-depth analysis in Word & PDF format
  

About the report

This report looks into how consumers discover mobile apps, what motivates them to download the apps, and what keeps them coming back to using the app regularly.

Table of Contents

Introduction

When and why do consumers pick apps over websites?

• Convenience, simplicity and efficiency shape choice between app & website
  
• Consumers prefer apps for quick access & mobile websites for details
  

How big is the app market and what’s driving revenues?

• Mobile app penetration nears saturation as share of app buyers plateau
  
• E-books make up biggest share of app revenues, but games are catching up
  

How do people discover apps and what influences download?

• Word of mouth is the biggest enabler of mobile app discovery
  
• Emotional triggers drive people to download the apps they discover
  
• Consumer willingness to pay for apps differs by category
  

Why are some apps used regularly while others are forgotten?

• Consumers regularly use social networking, gaming and media apps
  
• Consumers prefer apps that benefit their lives after a short learning curve
  
• Consumers are most likely to forget about travel and holiday apps
  
• Consumers remember apps when they interact with the brand offline
  
• Consumers abandon apps that struggle to hold their interest & stay relevant
  

How can apps re-engage lost users?

• Discounts re-engage lost users but recommendation grows engagement
  
• Discounts are effective in winning back users for retail, travel & local apps
  

How can mobile apps grow user loyalty?

• Mobile apps that reach out to users boost their long-term loyalty
  
• Mobile messenger users are loyal and frequent users of the app
  
• App makers can reach their users on messaging apps
  

List of Charts

• Mobile app vs mobile website preference by usage context
  
• Mobile app vs mobile website preference when given a link
  
• US Mobile App Installers and Penetration, by device
  
• US Mobile App Buyers, by Device
  
• US Mobile Download and In-App Revenues in billions
  
• US Mobile Download and In-App Revenues Share, % of total
  
• Mobile app discovery methods among smartphone owners
  
• Mobile apps discovered using web search by category
  
• Reasons for downloading a mobile app
  
• Reasons for downloading mobile apps by category
  
• Key factors when deciding to download a mobile app
  
• Consumer willingness to pay for mobile apps by category
  
• Mobile apps consumers use daily by type of app
  
• Attributes associated with frequently used apps
  
• Share of mobile apps abandoned after download
  
• Reasons for downloading app - Regularly Used vs Abandoned
  
• Reasons consumers abandon mobile apps
  
• Prompts that can restart usage of abandoned apps
  
• Effect of discount or reward on app re-engagement by category
  
• Average retention rates for apps that do vs do not interact
  
• Average retention rates - Messaging apps vs All apps
  
• Average daily session frequency - Messaging apps vs All apps
  
• US consumers engaging with brands via messengers
  
• US consumer attitude to brand engagement via mobile apps
  
• US consumer willingness to engage with brands on messengers
  
• Mobile user engagement - Messenger apps vs Social apps