2017年-数据局_AppsFlyer：2016年全球移动应用分析报告_60页_2mb

The State of App Engagement Summary

Core Content Overview

This report provides a comprehensive analysis of app engagement metrics across global and regional markets, focusing on retention rates, average sessions per daily active user, cross-funnel conversion rates, and lifetime engagement. The data is based on over 3.5 billion installs and covers the second half of 2016, with comparisons to 2015.

Key Findings

• User Retention: Retaining app users over time remains a major challenge for marketers. Only 10-12% of users are active seven days after download, and 4-5% remain active after 30 days.
• Organic vs. Non-Organic: Organic users outperform non-organic users in retention, with a 15% gap on iOS and 21% on Android.
• Year-over-Year Improvement: Retention rates improved across platforms in 2016. iOS showed the most significant gains, with 9% overall and 25% among non-organic users. Android had a 4% increase in non-organic retention, while organic Android users saw a 6% drop.
• Engagement Gaps: The gap between organic and non-organic sessions is 7-9%, with Android users slightly more engaged overall, and iOS users stronger buyers.
• Monetization Challenges: Fewer than 2% of users make in-app purchases, with iOS users having a 55% higher chance of becoming buyers and 80% higher chances for engaged users to convert.
• Category Performance:
  • Gaming apps have the lowest conversion rates for in-app purchases.
  • Shopping apps see the highest engagement and conversion, with iOS users outperforming Android by 25% in activity.
• Regional Insights:
  • North America leads in purchase activity, with the best iOS install-to-buyer ratio at 2.25% and the second best Android ratio at 1.3%.
  • Latin America has the lowest purchase activity, with only 0.07 IAPs per install on average.
  • India follows closely behind LATAM, with 0.09 IAPs per install.
  • CJK (North Pacific Asia) has the highest iOS retention.
  • Eastern Europe has the lowest Android retention.
• City-Level Engagement:
  • Some of the highest engagement rates are found in less prominent media markets like Salt Lake City and Omaha, while major media markets like New York and Los Angeles have lower engagement.

Main Points for Marketers

Retention Focus

• Marketers must prioritize retention over just install counts.
• iOS users are more likely to convert into buyers, especially from non-organic sources.
• Android users show higher initial engagement but lower conversion to purchase.

Funnel Optimization

• Non-organic funnel analysis shows that iOS users have better conversion from engagement to purchase.
• Marketers should focus on retargeting, push notifications, and deep linking to improve engagement and conversion.
• Ad relevancy and app store page optimization are critical for improving click-to-install rates.

Lifetime Engagement

• Gaming users perform about 6 in-app events in 90 days, with Android users outperforming iOS by 20%.
• Shopping users perform about 18 in-app events, with iOS users being 25% more active than Android users.
• Organic users outperform non-organic users in all categories, with iOS organic users making 3x more purchases than non-organic users.

Regional and Category-Specific Strategies

• North America leads in purchase activity and has the best iOS retention.
• Latin America and India have the lowest purchase activity, with LATAM having the lowest Android install-to-buyer ratio.
• Gaming apps should focus on UA sources that deliver paying users for Android and early funnel engagement for iOS.
• Shopping apps should consider in-app advertising and other revenue streams due to their strong engagement and conversion potential.

Key Recommendations

• Use data-driven user acquisition and segmentation to improve targeting and retention.
• Optimize onboarding processes and welcome screens to increase engagement.
• Focus on retargeting and engagement tools to drive users from early to late funnel.
• Leverage lookalike audiences based on organic user behavior to improve non-organic performance.
• Monitor uninstall rates and cohort reporting for deeper insights into user behavior.
• Improve ad relevancy and app store page optimization to boost click-to-install rates.

Conclusion

The report highlights that while retention and monetization remain significant challenges, there are opportunities for improvement through data analysis, funnel optimization, and targeted engagement strategies. iOS users are more likely to become paying customers, while Android users offer more potential for initial engagement. North America and shopping apps show the highest engagement and conversion rates, making them prime targets for marketing efforts.