Mobile Marketing Trends

We are at a point in history where mobile is intertwined with our everyday activities. Whether you are using your mobile to send a quick Whatsapp message to your friend or to check the live train/bus times, most people do not go anywhere without their phones.

Growth in mobile commerce is unstoppable. In fact, according to a Criterio report in Q2, U.S. mCommerce passed 30 % share. Users are spending more and more time on their mobiles with mobile usage accounting for 62 % of digital time spent and app activity holding 54 %. So how will this play through to 2016? What can we expect to develop in regards to mobile engagement?

Apple’s latest operating system, iOS9, was introduced at the annual Apple’s Worldwide Developers Conference Keynote, held on June 8 in San Francisco.

Since the general launch in September, we’ve observed an impressively quick adoption rate: there are now more than 67% of devices that are running on iOS9. Surprisingly enough, iOS9 is also supported on “older” devices such as the iPhone 4S and the iPad 2.

Although iOS9 is not significantly different from iOS8, we must admit that several of its new features and enhancements to stock applications are reshaping users behaviors within their device, which is becoming increasingly intelligent.

Indeed, throughout this release, Apple sought to integrate intelligence on its new OS to get closer to its users and learn about their habits and preferences. The whole point is to simplify the users’ daily routine and everyday tasks by providing with intelligent and contextual responses.

Many improvements were therefore brought to Siri, Search, Apple Pay, Maps and more. As stated on Apple’s official website, “the more you do with iOS 9, the more you’ll wonder how you ever did without it.”

These new changes represent new opportunities to app developers and app marketers who should have by now already iterated their app marketing and App Store Optimization strategy accordingly. Indeed, iOS9 has definitely impacted the way apps are searched, found and displayed, especially thanks to deep linking technology.

Understanding patterns of user behavior and engagement is a key success factor for app publishers today, both in their in-app marketing activities and their advertising campaigns. Together with data from our friends at Localytics, we put together our latest infographic: “Media & Entertainment Apps: A World of Engagement”.

Last year, with the release of iOS8, Apple added App Bundles, a new way to (hopefully) increase revenue by bundling together apps and selling them at a discount.

In theory, App Bundles looked like a super simple way to increase revenue. After all, who wouldn’t want to get more apps for less money (per app), right?

A year in, we can see that App Bundles can be great, if you can leverage them properly. Armed with data, let’s take a look how you can do that.

appsfigures conducted an analysis of App Bundles in 2014 that showed some impressive growth numbers, so lets start by analyzing the existing landscape and comparing it to last year.