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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.


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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