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BizReport : Mobile Marketing : May 13, 2016

Reports highlight app usage, engagement

App usage continues to rise, but keeping apps in-use for longer periods of time continues to be a problem for developers and brands. Two reports highlight how consumers are now using apps.

by Kristina Knight

First, Flurry has released new data from their App Loyalty Matrix indicating that health/fitness apps are growing their loyal user bases. According to Flurry these apps are nearing what they call Quadrant 1 - apps that are used often and over long periods of time, indicating strong engagement and loyalty.

"These [Quadrant 1] apps have user bases that find value in the apps throughout the day and week. Not surprisingly, Weather and Finance apps fall within this category," writes Chris Klotzbach, Director, Flurry. "For the first time ever, we've found that Health and Fitness apps in both the iOS and Android store fall within or very close to Quadrant I...While native and video ads have proven to work within all apps, they are particularly great for apps with higher churn (Quadrant II & III) to take advantage of their bursts of users. Apps with higher retention rates (Quadrant I & IV) are more likely to succeed with building in ads and monetizable experiences and employing in-app purchases."

Meanwhile, new data out from YouAppi indicates travel brands have seasonal highs and lows in the app space. According to their global report, travel app downloads in Asia peak September through November, while downloads in Europe are highest during the summer months, and that Americans are most likely to download travel apps November through January.

"With travel apps seeking to emulate the most successful and used apps - like Facebook, YouTube, Google Search and Pandora - which are used on a regular and continuous basis, we're seeing travel apps broadening their range of content and offers and marketing their apps for year-round usage," said Eyal Hilzenrat, YouAppi's VP Products & Partnerships.

France is the lone country where these seasonal trends are off. According to YouAppi French consumers are most likely to download travel apps in December, but their downloads are spread more evenly throughout the year.

Tags: app engagement, app trends, appvertising, Flurry, mobile apps, mobile marketing, YouAppi

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