Liftoff-2017移动APP用户获取趋势和基准报告英文版-2018-37页-（36页）.pdf

1、Liftoff 2017 Mobile App Engagement Index1 PurchaseReserve VIRGIN3:15 PM90%VIRGIN3:15 PM90% Subscribe VIRGIN3:15 PM90% BOOKCHECK OUTSUBSCRIBE September 2016 - August 2017 User Acquisition Trends and Benchmarks 2017 MOBILE APP ENGAGEMENT INDEX Introduction Mobile Engagement Benchmarks Mobile Indexes 1

2、0 Average Monthly Cost per Install 11 Register: Monthly Cost in this Index costs hit a high in September at $168.86. Are users more comfortable with the concept of subscription apps and therefore more open to commit to recurring costs? Or have marketers markedly improved how they articulate the valu

3、e their app offers in return for a monthly fee? We cant know for sure. But the positive trend paired with lower costs should encourage more app companies to embrace the subscription model and get in on the action. Liftoff 2017 Mobile App Engagement Index21 The message to marketers: Attach less impor

4、tance to traditional stereotypes and invest more effort and budget in efforts that cash in on the overall shift in user behavior that finds all users males and females using more apps to do more. A prime example is Reserve. Last year, measured at 8.2% for females and 4.45% for males, engagement rate

5、s were markedly lower. This year, the Index shows CPAs for this event jumped to 15.1% for females and 14% for males, while costs remained relatively unchanged. Booking reservations Engagement by Gender Males vs. Females on mobile is clearly moving into the mainstream all the more reason for marketer

6、s to shift from engagement campaigns aimed at educating and onboarding users to more holistic strategies sharply focused on convincing users to make booking apps a more integral part of the daily routine. Whether this is linked to improvements in the app journey, or the outcome of a shift in user be