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BizReport : Mobile Marketing : August 01, 2016


September identified as best-performing month for app new user acquisition

Liftoff's analysis of 12 months of app install campaigns and post-install purchase data has identified next month, September, as one of the best-performing months of the year for new user acquisition.

by Helen Leggatt

While the average cost for acquisition across the year was $113.74, the cost per first purchase in September was $87.25, according to Liftoff, making the month the most cost effective for user acquisition. Furthermore, new users converted at a higher rate in September.

"The big news for retailers is that the traditional 'crunch times' of the year for retailers - back-to-school and Black Friday - are actually not when they should be allocating the most effort and dollars to acquiring new customers, particularly on mobile," said Mark Ellis, CEO of Liftoff.

install-to-purchase-graph_1-e1469207575437.jpg

The report also revealed key differences between how gender affects app engagement. Women were found to be 27% more likely to make a purchase in a shopping app than men, yet retailers spend approximately the same amount acquiring each.
Additionally, women are quicker to make a purchase after install, taking just 4.5 days compared to 6.8 days for men.

Tags: acquisition, apps, holidays, mobile










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