People are accustomed to doing loads more with their mobile apps, regarding them as the collective “go-to” for everything necessary to organize, optimize and enjoy the daily routine. As a result, consumers are primed for deeper engagement “in-app” at precisely the same time that more marketers are looking beyond the app install to drive conversions deeper in the funnel. It’s a dynamic that pushes down the cost to acquire users who will convert and boosts the chances of many app categories – especially booking apps - to win big.
The rapid advance of ad-blocking tech turns up the pressure on content owners to seek more engaging and effective ways to monetize their assets. While the results of strategies aimed at delivering content and communications aligned with our context in the mobile moment are impressive, the progress is overshadowed by the steep decline in digital advertising revenues. Recent months have seen a flurry of activity as companies strike out in new directions, searching for new formulas and models that use digital content to drive commerce.
Android may be the dominant mobile platform on the planet, but the experience can differ significantly between country, mobile network, and handset. In the case of Android, where technology has created a huge and underserved market of users eager to explore the world of content and commerce at their fingertips, companies are jockeying for position to fill the gap. Users are looking for a solution to deliver a high-end experience on their older devices, which is why data from SimilarWeb, shows the term “launcher” is the second most popular search term on the Google Play Store.