November 16th, 2017 by Sam Del Rowe

Despite consumers’ desire for new apps—with more than a third (37 percent) indicating that they believe they are missing out on great new apps—mobile marketers are falling short when it comes to app discoverability, according to a report from mobile partnership platform Button and app market data and insights company App Annie.

More specifically, 38 percent of consumers reported feeling that new apps are hard to discover, and the study indicates that while more than half of mobile ad dollars go towards Google and Facebook, those channels are not the ones that convert best. Mobile partnerships see an average purchase conversion rate of 25 percent compared to 4 percent for paid search and 1 percent for paid social. Furthermore, 64 percent of consumers said that they would be more willing to purchase via and/or install an app if prompted by a source that they trust.

“Consumer intent lies elsewhere in mobile, beyond Google and Facebook and in significantly higher-converting channels,” Michael Jaconi, founder and CEO of Button, said in a statement. “For instance, affiliate partnerships see purchase conversion of 25 percent on average, whereas paid social and search see conversion rates of 1 percent and 4 percent, respectively. Brands on mobile need to focus on targeting the moments of intent among users, connecting people to what they want in the moment they want it.”

Very nice find, the information was both helpful and at the same time alarming, I hope mobile marketers find a way out of the problem soon.

Comment by Soffront Software — November 17, 2017 @ 9:09 am

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