• DE&I Commitment
  • Careers
  • Locations
  • Book a Meeting
    Book a Meeting
  • Company
    Learn a little more about us, our values, and our team
    Our Values
    We don't just talk the talk; we live by our core values
    About Us
    Empowering brands to realize their potential with data, insights, and technology
    Leadership
    Meet our leadership team
    Secure Data Architecture
    Our promise of data security and privacy. We keep your data safe from publishers, competitors and bad actors
    Corporate Social Responsibility
    We are committed to making a positive impact on our communities and our planet
  • Platform
    Plan, manage, optimize, and measure your campaigns with our omnichannel platform
    Our Platform
    A platform that connects all walled garden media
    Connected Media
    Create and manage campaigns across search, social, retail media and apps, in one platform
    Connected Data
    Make data-driven decisions as you plan and strategize
    See the industries we serve
    Learn how our customizable solutions can help with your unique needs
    Explore our partner integrations
    See the media, retailer, and data partners we work with
  • Clients
  • News and Events
    Check out recent announcements and see what we’re up to
    News
    Check out our recent media coverage
    Events
    Join us for our next conference or webinar
    Quarterly Trends Webinar
    Get the latest insights on digital marketing campaign performance for Q4 2022
    Retail Media for Grocery Webinar
    Join us to dig into trends and challenges shaping the industry in 2023
  • Resources
    From new releases, to industry trends and best practices, Skai has you covered
    Blog
    Read the latest insights and thought leadership from our industry experts
    Capabilities
    Take your campaigns to the next level by enhancing your platform capabilities
    Research
    Explore our reports and whitepapers so you can keep up on the latest industry trends
    Subscribe
    Sign up to get the latest updates straight to your inbox
    Quarterly Trends Report
    Learn digital advertising campaign performance trends from Q3 2022
Back to Blog

3 Mobile App Marketing Insights That Can Help Make Your App a Success

Kelly McGuigan, Director of Product Marketing, Skai™

June  12, 2019

You’ve created an app—great! Now it’s time to sit back, count the downloads, and smash your business goals. Well…maybe. After all, apps are more popular than ever. As the chart here illustrates, this is the first year that mobile devices outpace TV in terms of time spent. And of the 3 hours and 43 minutes spent on mobile devices, 2 hours and 55 minutes are spent in apps—that’s a whopping 78.4 percent!

Learn what it takes to stand out—and profit—in today’s crowded field with these mobile app marketing insights

Chart showing Mobile usage overtaking TV this year

Here’s a dose of reality (and it requires slightly butchering a much-loved movie quote): While the “If you build it, they will come” approach might work for attracting bygone ballplayers, it doesn’t when it comes to consumer downloads. There are a few mobile app marketing insights you need to take into account before your developers get to work to make sure you hit it out of the park with your app.

3 mobile app marketing insights to factor in before you build your app

Mobile App Marketing Insight #1: Understand your audience has options

Ten years ago, Apple’s App Store had approximately 500 apps. A company that built an app was a novelty, and many users would download it just to see what it did. These days, there are 2 million apps in the App Store. Your customers have a lot of options.

Here’s the good news: if your app provides value, your customers are more likely than ever to use it. According to a recent study, consumers are downloading retailer’s mobile apps at double the rate of years past and conducting more in-app purchases. Specifically, 67% of consumers have downloaded a mobile app from a retailer within the past year. And further research shows that 57% have used a retailer’s app while in the store.

So what’s a brand to do in terms of standing out in a sea of apps? The key for marketers is figuring out why audiences would use your app. Or to be perfectly blunt, why they might never use it in the first place. Apps are no longer a novelty and customers are likely to delete apps they never use.

Mobile App Marketing Insight #2: Focus on lifetime value

Last year, the Google Arts and Culture app rolled out a new feature to help audiences determine which famous piece of artwork they most resembled. It was a huge hit, with more than 5 million downloads. However, in the year since the app became a viral smash, it’s worth wondering how many of those 5 million people kept the app and continued to use it.

About 80% of all app users churn within the first 90 days of downloading a new app. And while, of course, attracting new users to the app should be a priority, studies show that the top 20% of successful companies are the ones that focus on lifetime value, rather than last-touch metrics such as conversions and ROI.

Understanding which customers are coming back—and why—is the key to creating an app that adds value and maintains engagement. Marketers must dig deep into data in order to see how existing customers are using your app.

Download Skai’s free guide to “Mastering Apple Search Ads.”

Mobile App Marketing Insight #3: Give audiences a reason to stay

It’s probably safe to say that those users who uninstalled your app did so because they simply stopped using it. Why might that be? Was the scope too narrow? Did you rely on a gimmick to get them to download? Did you stop innovating to keep them coming back for more? That last point is often the heart of the matter. Re-focusing your efforts on creating a customer-centric app that adds value, rather than a brand-focused one, is a smart move.

For example, recently hotel chain Hilton wanted to retool its app to provide more value for its customers. In the process, Hilton realized its brand marketing, digital marketing, and e-commerce teams were not aligned and had competing priorities, resulting in pain points for its app users. By developing an app that combined the objectives of all these teams, the friction was removed. The update resulted in a single, useful app that allows users to select rooms, skip lines, and even unlock doors—and most importantly, a 90+% retention rate. Hilton then went on to partner with companies like Foursquare and Netflix to build location-based recommendations and streaming entertainment right into the Hilton app, to deepen engagement even further.

Whether your brand already has an app or you’re looking to build your first one, these mobile app marketing insights can help ensure you get the most out of this investment.

Learn More About Skai App Marketing

Related Posts

  • The Skai 5: Five App Marketing Predictions for 2021
    Read More
  • App Marketers Searching for an iOS14 Measurement Solution Should Consider Incrementality Testing
    Read More
  • One of the four paper airplanes takes a different flight path.
    Marketing Experiments: Leading the Way to Transformative Marketing
    Read More
  • The Post-Pandemic World Will Merge Online-Offline Retail Marketing for Good
    Read More
  • Test and Learn Marketing Can Guide Your Way Through Even the Toughest Market Conditions
    Read More
  • Digital Retail Marketing As We Near the End of COVID-19
    Read More
  • Share on Facebook
  • Share on Twitter
  • Share on LinkedIn
  • Share via Email
  • Copy Link
    Copied!
Tags: Apple, Apps, Plan, xPSx

Subscribe to Updates

Media that matters.
Marketing that works.
© 2023 Kenshoo, Ltd. All Rights Reserved.
Privacy Policy. Cookie Policy. Recruitment Privacy Policy.
  • Connected Data
    • Market Intelligence
    • Our Approach
    • By Need
    • By Solution
  • Connected Strategy
    • Dynamic Marketing Mix
    • Budget Forecasting
    • Strategic Consulting
  • Connected Media
    • Overview
    • Retail Media
    • Paid Search
    • Paid Social
    • App Marketing
    • Auditing
    • Expert Services
  • Measurement
    • Incrementality
    • Experiments
    • Cross-Channel Attribution
  • Resources
    • Blog
    • Glossary
    • Case Studies
    • Training & Enablement
    • Developer Hub
Privacy Preference

We use cookies on our website. Some of them are essential, while others help us to improve this website and your experience.

Privacy Preference

Save All

Save

Accept Only Essential Cookies

Manage Cookie Preferences

Cookie Details Privacy Policy Imprint

Privacy Preference

Here you will find an overview of all cookies used. You can give your consent to whole categories or display further information and select certain cookies.

Save All Save Accept Only Essential Cookies

Back

Privacy Preference

Essential cookies enable basic functions and are necessary for the proper function of the website.

Show Cookie Information Hide Cookie Information

Name
Provider Owner of this website, Imprint
Purpose Saves the visitors preferences selected in the Cookie Box of Borlabs Cookie.
Host(s) .skai.io, skai.io
Cookie Name borlabs-cookie
Cookie Expiry 1 Year
Name
Provider Owner of this website
Purpose This cookie stores selections made by the user in the Accessibe tool in order to maintain those settings on future visits. These cookies help us make our website compliant with our obligations under US law.
Privacy Policy https://accessibe.com/privacy-policy
Cookie Name acsbState, acsbReset
Cookie Expiry n/a
Name
Provider Owner of this website
Host(s) skai.io
Cookie Name wordpress_sec_,wordpress_test_cookie,wp-postpass_*, wordpresspass_*, wordpressuser_*
Cookie Expiry Session / 1 Year

We use these cookies to enhance functionality and allow for personalisation, such as live chats, videos and the use of social media.

Show Cookie Information Hide Cookie Information

Accept
Name
Provider Owner of this website
Host(s) .chilipiper.com, skai.chilipiper.com
Cookie Name fs_uid, CHILI_PIPER_CLUSTER, guest-session, _sp_ses*, _sp_id*
Cookie Expiry Session / 2 Years
Accept
Name
Provider Owner of this website
Host(s) .comeet.co, www.comeet.co
Cookie Name visid_incap_, nlbi_#######, incap_ses_, referrer22_00a, incap_ses_1364_2167377
Cookie Expiry Session / 1 Year
Accept
Name
Provider Owner of this website
Host(s) skai.io
Cookie Name moduleFormPardotDownload
Cookie Expiry 30 days

Statistics cookies collect information anonymously. This information helps us to understand how our visitors use our website.

Show Cookie Information Hide Cookie Information

Accept
Name
Provider Google Ireland Limited, Gordon House, Barrow Street, Dublin 4, Ireland
Purpose Cookie by Google used for website analytics. Generates statistical data on how the visitor uses the website.
Privacy Policy https://policies.google.com/privacy?hl=en
Cookie Name _ga,_ga_*,_gat,_gat_*,_gid
Cookie Expiry 2 Months
Accept
Name
Provider Hotjar Ltd., Dragonara Business Centre, 5th Floor, Dragonara Road, Paceville St Julian's STJ 3141 Malta
Purpose Hotjar is an user behavior analytic tool by Hotjar Ltd.. We use Hotjar to understand how users interact with our website.
Privacy Policy https://www.hotjar.com/legal/policies/privacy/
Host(s) *.hotjar.com
Cookie Name _hjClosedSurveyInvites, _hjDonePolls, _hjMinimizedPolls, _hjDoneTestersWidgets, _hjIncludedInSample, _hjShownFeedbackMessage, _hjid, _hjRecordingLastActivity, hjTLDTest, _hjUserAttributesHash, _hjCachedUserAttributes, _hjLocalStorageTest, _hjptid, _hjSessionUser_2229986, _hjIncludedInPageviewSample, _hjIncludedInSessionSample, _hjAbsoluteSessionInProgress, _hjFirstSeen
Cookie Expiry Session / 1 Year

Marketing cookies are used by third-party advertisers or publishers to display personalized ads. They do this by tracking visitors across websites.

Show Cookie Information Hide Cookie Information

Accept
Name
Provider Linkedin
Cookie Name lidc, li_gc, lang, AnalyticsSyncHistory, UserMatchHistory, li_sugr, bcookie, TDCPM, TDID, bscookie, ln_or
Cookie Expiry Session / 1 Year
Accept
Name
Provider Skai
Accept
Name
Provider 6sense
Cookie Name _gd_session, _an_uid, _gd_visitor, _gd_svisitor, 6suuid
Cookie Expiry Session / 400 Days
Accept
Name
Provider Pardot
Purpose Cookie name associated with services from marketing automation and lead generation platform Pardot. The visitor value is the visitor_id in your Pardot account. This cookie is set for visitors by the Pardot tracking code.
Host(s) .pardot.com, pi.pardot.com, skai.io
Cookie Name pardot, visitor_id*, lpv*
Cookie Expiry Session / 10 Years
Accept
Name
Provider Google Ireland Limited, Gordon House, Barrow Street, Dublin 4, Ireland
Purpose Cookie by Google used for conversion tracking of Google Ads.
Privacy Policy https://policies.google.com/privacy?hl=en
Cookie Name IDE, 1P_JAR, NID, SOCS, CONSENT, AEC, _gcl_au, OTZ, test_cookie
Cookie Expiry Session / 400 Days
Accept
Name
Provider Meta Platforms Ireland Limited, 4 Grand Canal Square, Dublin 2, Ireland
Purpose Cookie by Facebook used for website analytics, ad targeting, and ad measurement.
Privacy Policy https://www.facebook.com/policies/cookies
Cookie Name _fbp,act,c_user,datr,fr,tr,m_pixel_ration,pl,presence,sb,spin,wd,xs
Cookie Expiry Session / 1 Year

Content from video platforms and social media platforms is blocked by default. If External Media cookies are accepted, access to those contents no longer requires manual consent.

Show Cookie Information Hide Cookie Information

Accept
Name
Provider Wistia
Host(s) .wistia.com
Cookie Name cb_anonymous_id, _sp_ses.2b40, _li_dcdm_c, __hssrc, _gcl_au, _clsk, hubspotutk, _sp_id.2b40, __hssc, __hstc, _uetsid, _uetvid, _gid, _ga, _ga_GQR109DZ3Y, _lc2, fpi, _ex-pricing-cta, _fbp, cb_group_id, cb_user_id, _clck
Cookie Expiry Session / 400 Days
Accept
Name
Provider Meta Platforms Ireland Limited, 4 Grand Canal Square, Dublin 2, Ireland
Purpose Used to unblock Instagram content.
Privacy Policy https://www.instagram.com/legal/privacy/
Host(s) .instagram.com
Cookie Name pigeon_state
Cookie Expiry Session
Accept
Name
Provider Openstreetmap Foundation, St John’s Innovation Centre, Cowley Road, Cambridge CB4 0WS, United Kingdom
Purpose Used to unblock OpenStreetMap content.
Privacy Policy https://wiki.osmfoundation.org/wiki/Privacy_Policy
Host(s) .openstreetmap.org
Cookie Name _osm_location, _osm_session, _osm_totp_token, _osm_welcome, _pk_id., _pk_ref., _pk_ses., qos_token
Cookie Expiry 1-10 Years
Accept
Name
Provider Twitter International Company, One Cumberland Place, Fenian Street, Dublin 2, D02 AX07, Ireland
Purpose Used to unblock Twitter content.
Privacy Policy https://twitter.com/privacy
Host(s) .twimg.com, .twitter.com
Cookie Name __widgetsettings, local_storage_support_test
Cookie Expiry Unlimited
Accept
Name
Provider Vimeo Inc., 555 West 18th Street, New York, New York 10011, USA
Purpose Used to unblock Vimeo content.
Privacy Policy https://vimeo.com/privacy
Host(s) player.vimeo.com
Cookie Name vuid
Cookie Expiry 2 Years
Accept
Name
Provider Google Ireland Limited, Gordon House, Barrow Street, Dublin 4, Ireland
Purpose Used to unblock YouTube content.
Privacy Policy https://policies.google.com/privacy?hl=en&gl=en
Host(s) google.com
Cookie Name CONSENT
Cookie Expiry 6 Month

Borlabs Cookie powered by Borlabs Cookie

Privacy Policy Imprint