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BizReport : Mobile Marketing : June 10, 2016

Report: Smart messaging increasing retention

There is a struggle in the app space in keeping consumers engage. According to several reports, most consumers stop using apps within the first week, some within the first 72 hours. But, new data out from Kahuna suggests smart messaging is a way to increase those app retention rates.

by Kristina Knight

With the impressive growth of mobile usage, it's key for brands to better use mobile as an engagement option. That's the word from The Kahuna Mobile Marketing Index, which found 90 day app retention increased by up to 3x when brands used smart messaging in association with the app.

"Today's consumer is defined by mobility and they decide where and when they expect a brand to message them," said Julie Ginches, Chief Marketing Officer of Kahuna. "Missing these expectations is no longer an option, and doing it well is a unique competitive advantage."

Other interesting findings from the Kahuna report include:

• 86% of emails are first opened on mobile devices
• For push notifications, Android devices rank slightly higher than iOS devices
• Personalized messages to consumers were shown to decrease app uninstalls by 15%

The Kahuna data was compiled from more than 400 million anonymized mobile user profiles in 15 categories including sports, finance, travel and Ecommerce.

Tags: app marketing, app retention, Kahuna, mobile marketing, mobile usage, mobile use trends

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