How Consumers Engage with Mobile Apps
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The document discusses the growth of the mobile app market and emphasizes the importance of understanding consumer behavior for effective marketing. Key insights highlight emotional buying, non-linear information processing, and the significant challenges faced by app developers, including high churn rates and consumer dissatisfaction. It concludes with a nine-step program for app discovery and monetization strategies.
How Consumers Engage with Mobile Apps
- 1. How Consumers Engage with Apps Jamie Turner Author | Speaker | CEO
- 2. What’s the Purpose of Marketing?
- 7. This is me
- 8. Please Open Your Browsers
- 9. Mobile Facts and Figures
- 10. There are 6.8 billion people on the planet. 4.0 billion own a mobile phone. Only 3.5 billion own a toothbrush. (Source: 60SecondMarketer.com) Tweet these facts by using @AskJamieTurner
- 11. The total global applications market is expected to be worth $25 billion by 2015 (up from about $6.8 billion in 2010). (Source: Markets and Markets) Tweet these facts by using @AskJamieTurner
- 12. Harris Interactive reports that 20% of those surveyed have used their smartphones during sex. (Source: Harris Interactive)
- 13. The average smartphone user has 65 apps installed but only uses 15 in a week. (Source: Flurry.com) ! 85% of social gamers quit playing after the first day. (Source: Playnomics)
- 14. What These Facts Mean For You • The global market is growing • But there are problems: It’s hard to be found and there’s a high churn rate (85% after the first day) • The solution: Understand how the consumer mind works and leverage that for your business
- 15. 9 Consumer Behavior Secrets
- 16. bit.ly/DevNexus
- 17. Secret #1: Consumers buy emotionally and rationalize logically
- 18. Secret #2: Sometimes, people don’t know why they prefer brands
- 19. Secret #3: The female and male brains process information differently Female Brain Male Brain
- 20. Secret #4: Different parts of the brain control different decisions Prefrontal Cortex Amygdala
- 21. Secret #5: People process information non-linearly Aoccdrnig to a rscheearch at Cmabrigde Uinervtisy, it deosn't mttaer what oredr the ltteers in a word are, the olny iprmoatnt tihng is taht the frist and lsat ltteer be in the rghit pclae. The rset can be a taotl mses and you can sitll raed it wouthit a porbelm.
- 22. Secret #6: The brain wants to create as much dopamine as possible
- 23. Secret #7: Novelty is the single most important factor in capturing our brains attention
- 24. Secret #8: As much as 95% of our thoughts happen subconsciously
- 25. Which Woman Was More Appealing to You?
- 26. Secret #9: There are 13 Important Emotional Triggers for Marketers • • • • • • • Sex Greed Flattery Fear Self-Improvement Love Better Health Download these slides at 60SecondMarketer.com/blog • Weight Loss • Longevity • Exclusivity • Fame • Uncertainty • Doubt
- 27. How Has Mobile Changed Our Lives?
- 28. How Has Mobile Changed Our Lives?
- 29. We Used to Take Pictures This Way...
- 30. Now, We Take Pictures This Way....
- 31. We Used to Take Notes This Way...
- 32. Now, We Take Notes This Way....
- 33. We Used to Play Games This Way...
- 34. Now, We Play Games This Way....
- 35. Surf the Web Use Maps Read the Paper Get Discounts Listen to Music Fill Prescriptions Pay for Stuff Watch Movies
- 36. New Research with Mobile Developers
- 38. What Kind of Apps are Being Developed? • While Web Apps remain #1, mobile has surpassed desktop as the #2 most common application type being built today. • Of developers and testers who are building apps, almost one third are currently building Mobile Apps.
- 39. How Long Have You Been Building Apps? • Slightly over 53% of those building mobile apps entered into the space within the past two years.
- 40. Why Are You in the Mobile App Space? • Over 1/3rd say they have entered the mobile app space in order to stay competitive (39.6%) and to meet customer demand (38.52%).
- 41. What Platforms are you Developing for? • 61.5% of companies are planning to build 2 or more Mobile Apps in the next 12 months for multiple platforms:! • The number one platform being built for is Android, followed by iOS, and Windows! • Around 51% plan to release daily, weekly, or monthly updates to their mobile apps.
- 42. What Are Your Biggest Challenges? • 21% report that building quality products is their biggest challenge.! • Staying ahead of the technology curve was the second biggest challenge. Those Currently Building Mobile Apps Building quality products 20.55% Staying ahead of the technology curve 17.09% Staffing, building the right team 13.39% Lacking time and/or resources 11.20% Profitability 11.09% Bringing apps to market 10.16% Competition 9.70% Lacking tools and technology 6.81%
- 43. Why Are Consumers Dissatisfied? Crashes. Reasons consumers become dissatisfied with a mobile app The app crashed or displayed an error 22.67% It was too slow to load 16.44% It didn’t function as expected 22.22% It had a poorly designed interface 12.89% It drained my battery 13.33% It requires a network connection 8.89% Other, please specify: 2.22% No, I have never had a bad experience with an app that I can recall 1.33%
- 44. A 9-Step Program to Help You Get Your App Discovered and to Help You Make Some Money as a Result
- 46. How Do You Discover Apps? This is Your Secret Weapon TV (1.6%) Mobile Advertising (7.3%) Newsletters (2.0%) App Stores (21.6%) Source: GetJar Online (53%) Social Media (5.8%) Recommendations from Friends (8.8%)
- 47. The 9 Steps
- 48. Step #1: Think Backwards
- 49. Step #2: Test Your Names and Icons Yes No
- 50. Step #3: Get Featured on App Review Sites • • • • • • • • • • PocketFullOfApps Mashable TechCrunch BusinessInsider Wired GameSpot AppScout TechRadar EuroGamer GameZebo • PocketGamer • AppShopper • AppAdvice • AndroidAndMe • iPhoneLife • AppCraver • BestAppsForKids • AppPicker • AppGamer • AppAddict
- 51. Step #4: Remember that Social Media isn’t a silver bullet
- 52. Step #5: Use Sophisticated Tools to Track Results Mobile App Tracking provides attribution analytics to measure the value of your advertising partners.
- 53. Step #6: Run Burst Campaigns • Calculate the number of downloads you’ll need to get featured in the App stores • Run paid ad campaigns in flights to drive downloads in bursts • Take your foot off the pedal after the bursts Time Paid Ads Net Customer Base
- 54. Step #7: Use Mobile Ad Platforms to Hyper-Target • Planned and bought through an ad agency or via mobile advertising network • Popular networks include iAd (Apple), Millennial Media (Independent), Ad Mob (Google) and others
- 55. Step #8: Focus on Customer Retention • • • • • • • Add new features Run competitions Add new platforms Build loyalty Brand advocators Find new customers Special offers Source: GetJar
- 56. Step #9: Develop Innovative Events and Promotions
- 57. Develop Innovative Events and Promotions
- 58. Win an Autographed Copy of Go Mobile
- 60. A Final Foolproof System to Market Your Mobile App
- 61. Action Steps Consumer Insights Review Competition Audience Hot Buttons Price, Place and Promote
- 62. Action Steps Consumer Insights Review Competition Audience Hot Buttons Price, Place and Promote
- 63. Download this presentation at www.60SecondMarketer.com/blog
- 64. Let’s Connect Follow me here: 60SecondMarketer.com/blog @AskJamieTurner ! Contact me: Jamie.Turner@60SecondMarketer.com 678-313-3472