Mobile Analytics to Become a Growing Field
As mobile becomes an established part of the marketing budget, businesses will be looking for ways to optimize their performance in this new format. One way to excel is to connect with a provider that is benchmarking industry activity and providing advice on which steps to take. These service providers can help marketers use their mobile budgets more effectively and become more visible to the target audience.
According to Fiksu, one industry provider of mobile intelligence, marketers should be looking at specific details in this channel. One impressive statistic is the number of daily downloads taking place for top apps. The top 200 free iPhone apps were seeing downloads of over 6 million a day earlier this year. During the summer, downloads have average 4.63 million a day. These numbers give marketers insight into the number of consumers that are looking to connect with them in the mobile space.
Marketers also want to know how much it is costing them to acquire a loyal user. For purposes of this report, Fiksu identifies loyal users as those who open an app at least 3 times a month. To capture one of these users, brands, on average, are spending about $1.50. Not surprisingly, there appears to be some seasonality to mobile user numbers. The highest volume of mobile app downloads appear to occur during the holiday season, when consumers are likely looking for deals. Similarly, the higher acquisition cost per user was $1.81, in December.
Looking ahead, Fiksu analysts say they expect an even bigger interest in mobile as large companies adopt mobile payment systems. With more people using their devices as everyday tools, marketers will be working harder to get their message onto that small screen. The analysts also believe that the cost of acquiring each user will increase as more apps become available and compete for consumer attention. Smart marketers will be partnering with companies that know how to navigate this channel to make the most of their investment.[Source: Fiksu Indexes. Fiksu.com. Aug. 2012. Web. 10 Sept. 2012]