posted by Anne Killelea
Wouldn’t it be great if an app developer had access to their intended audience before launch rather than after? Maybe in a perfect world that would be possible, but this is reality. We know that the more information we have about a company’s end users the better off a developer is in creating an app that suits the target market. A kick-ass app can change the revenue opportunity for a company, especially in this mobile-centric day and age.
Last month we worked with our partner Pollfish to create a survey that helps developers and marketers better understand the perceptions and preferences of over 5,000 users. The wonderful folks at Pollfish have created an SDK that inserts surveys into mobile apps. Today, their offering is available for Android and iOS. These surveys generate money for app developers and help to open up their user base to a wider audience.
With the help of both teams, we were able to create a questionnaire, analyze the responses, and turn that data into an awesome interactive infographic. The results provided us with a wealth of information that we now have access to (and so do you)! The data can be adjusted based on gender, location, age range and mobile device. While some of the results are conclusions we could have assumed, other details provide interesting insight, especially when it comes to regionalized preferences and what different age ranges are willing to tolerate.
Not surprisingly, 37% of respondents prefer to never have to view an ad. We know this is not realistic. The only way ads become tolerable for users is if they are personalized and presented in a manner that is relevant to each individual. The data also shows that 48% of people prefer full screen or pop-up ads from time to time, while 51% prefer small banner ads visible all the time. Understanding this, and taking into account that people might want different options, shows developers and marketers that a need for diversification is crucial.
What about giving users the ability to earn app currency or a temporary removal of ads? Many are willing to spend a few extra seconds taking in an ad or filling out a short survey in exchange for more time without the interruption of frequent advertisements. Specifically 26% of respondents would prefer to view a video, 19% to complete a quick survey, and 12% to download and play an app. You can see that the options which require the least amount of “work” are the most popular. Users choose to go into an app to engage with a brand for what they offer. An advertisement that catches the app user’s eye and interest, without needing much maneuvering outside of the app itself, should be viewed as the best option.
At Localytics, we can’t stress enough the importance of personalizing the experiences for your targeted users. We know that marketers and developers can use push messaging and in-app messaging smartly, and for more than just simply sending out notifications. When you use your analytics to determine what your users are doing and where to reengage them, you know what content they’ll actually want to receive (such as offers on previously viewed products or recommendations for musicians based on their playlists).
From the survey we see that the 38% of respondents would rather not receive push or in-app notifications but that this depends entirely on the app, and has the capacity to change when it’s an app they truly enjoy interacting with and gain value from. People prefer to receive messages that pertain to their unique app usage. Knowing your users and their likes and dislikes allows for higher customer satisfaction and more frequent app engagement. It’s smart marketing.
The percentages we have touched upon are just the tip of the iceberg for the available information that can be deduced from the infographic. Location matters, age matters and so does gender. Knowing your audience inside and out gives you a leg up against your competitors. Mobile strategy is complex, with a multitude of analytics and marketing options that provide insight into how brands should evolve. We invite and encourage you and your teams to look at the infographic and see what distinct pieces of data you can pull that can help your business grow!
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