News by Topic
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
Swrve: Report reveals one third of apps get only one minute of attention
New benchmarks for mobile app performance have been released by mobile marketing automation platform Swrve, and they reveal just how important the initial app experience is to retention.
Analysis of real data from millions of users across more than 50 apps during May, 2014, shows that more than a third (34.1%) of mobile app engagements last less than 60 seconds. This, says Christopher S. Dean, CEO of Swrve, highlights the importance of making a good impression within a very short space of time.
In terms of retention, Swrve's data shows just 26% of users return to an app between 24 to 48 hours of first opening it. However, far more (74%) wait fair longer than 48 hours before opening an app for a second time and some never return to it.
App use peaks during the primetime evening period, although they are used throughout the working day. To most effectively engage users during their app sessions Swrve suggests the use of in-app messaging which, their research shows, generates a significant click-through rate of 37%.
When it comes to sharing content from a mobile app, very few do so - just 8% share at least once a month. However, of those that do share, 15% do so more than five times in a month.
Today's most successful companies are focused on ways to engage their audiences in smart and consistent ways - and that means mobile," said Dean. "But this data confirms that building relationships on mobile is hard."
Earlier this month Nielsen released data showing that there is an upper limit to how many apps a mobile user can engage with in any one month. That number is 26.8, just a small increase on the 23.3 apps per month reported at the end of 2011. That's despite the huge increase in the number of apps available.
What has changed, says Nielsen, is the amount of time spent using them.
Image via Shutterstock
- Study: Retailers aren't ready for next-gen tech
- Expert Advice: Invest in Near Field Communications
- Top struggles for email marketers
- Campaigner suggests marketers reset campaigns not just clocks
- Brands: How to use in-memory tech to increase personalization
- Study finds mobile payments high on consumers' minds
- Does Facebook really pose a threat to YouTube?
- In a digital age Out of Home advertising memorable and complementary
Featured White Papers
- CRM and Marketing Automation Integration for the Ultimate ROI
The number of companies using marketing automation will increase by 50% by 2015, according to research from Sirius Decisions. But...
- The 5 Worst Things a Creative Can Say
Among the common phrases used in creative services teams there is a group that are deceptively harmless because we hear...
- 5 Ways to Ensure your Social Brand Gets Noticed
In the world of social sponsorships today the key to success is not just awareness but recognition. The path to...
- How Marketers Can Earn Respect at the Revenue Table
Your CEO might not care how many emails you sent last week, but they do care about revenue. To earn...
- How to Create a More Social Business
Download this whitepaper to learn about the current state of social media adoption and see where the most innovative companies...
- The Definitive Guide to Duplicate Listings
In the Local SEO biz, we spend a lot of time dealing with duplicate business listings. Duplicate records of your...