An infographic released by Localytics reveals the lack of innovation in marketing by a number of companies. Technological advances are the order of the day but companies are not moving along with the technological advancement in their businesses which in turn lead to the lack of user engagement. The bottom line is that companies need to change their attitude if they want to win their customers.
The infographic also sheds light on the possible ways that a company may incorporate to get back the user’s engagement. Understanding the users and catering their expectations must be the prime priority of the companies.
Mobile Apps: Driving The Growth
App engagement has risen by leaps and bounds over the years. Users spend 56% of their total time on digital platforms on apps. The infographic also highlights the fact that consumers have started preferring apps over browsing the internet, consequently, apps account 78% of the total time spent on mobile. On an average, a smartphone user installs 36 apps on his device.
The rising apps engagement can be deciphered from the fact that 51,000 apps were downloaded from Apple iOS’ App store every single minute in 2015. On the other hand, Android, which has had over 1.4 billion active users as of 2015 and holds 70.85% of the total market share (in May 2016) of mobile operating System, has claimed that a whopping 65 billion apps were downloaded from Play Store in the previous year alone. Citing the numbers one can infer the marketing opportunities these apps possess.
The gap in understanding
But, not everything is rosy; In the current scenario, app users are more concerned about their privacy. Despite the need, 35% of the app users do not prefer to turn on their location services for a weather app. App retention rate is also low as 50% of the smartphone users prefer to replace their apps at least once every month. A surprising 25% of the apps are used just once.
Push notifications on mobile have always been irritating as 52% of the people agreeing to it. Companies have a hard time knowing the need of the customers as 46% of the marketers claimed that they are dubious about their spent on advertising.
It’s all about feeding the right kind of to different types of users. Companies must look into new avenues that will help them to learn about consumers’ requirements and behaviour.
Insolence about the potential of mobile platform
Many organisations are still sticking to their obsolete marketing strategies or in other words, they seem to be insolent about the potential that mobile platforms possess. An astonishing 44% of the companies still regard mobile platform similar to their online platform. As a result, UK retail industry suffered a huge blow as they are losing $9.71 billion every year.
Only 17% of the companies have advanced with the technology and are using the mobile platforms to enhance their customer experience, whereas 23% of the digital business executives and marketers are comfortable receiving push notifications. Interestingly, 53% of the marketers have integrated their apps to cross-channel campaigns. However, It’s hard to digest that as only a tiny 10% of the marketers have confidently accepted themselves to be mobile savvy companies.
The need of the hour
The foremost duty of the organisation must be to identify the requirements, behaviour and likeness of their users by monitoring and analysing the content users are interacting with on their devices. Only after that, the companies must measure the impact of their marketing and take advantage of the perks and cost savings that the mobile platform offers nowadays. Unfortunately, the above data depicts due to slow adoption of technology by companies, the transition is going to take more time than expected earlier.