Best Times for App Marketing
As much as Americans love their phones, their behaviors on the devices can sometimes be a mystery to marketers. AppsFlyer comes to the rescue today with a report detailing times of day, days of the week and conversion patterns.
“Mobile apps took our lives by storm in the second half of 2015,” reads “The State of App Marketing” introduction. “comScore data from June has the average user spending no less than 87 percent of their time on mobile using apps, compared to only 13 percent using the mobile Web. A September report by Flurry found that, for the first time, time spent in apps even exceeded time spent watching television.”
That said, the report only reveals research on apps installed as part of a marketing program or campaign, rather than organic installations consumers made on their own. Still, that data covers “more than 1.1 billion (non-organic) installs of over 6,000 apps from June 1 to Dec. 15, 2015.”
Here’s what AppsFlyer found:
- Time of Day: When marketing to iOS users, “focus on evening hours [7 to 10 p.m.] to run engagement campaigns, as there is a 36 percent higher chance of user interactions than average; consider afternoon hours from [4 to 7 p.m.], when usage is 21 percent higher than average; end campaigns by [11 p.m.]” And to reach Android users, “Focus on afternoon and evening hours, when engagement is 14 percent higher than the average; maintain [your] presence starting at 11 a.m., when user activity starts picking up; campaigns should end after [11 p.m.], when the engagement rate drops below average”
- Day of the Week: Apparently, iOS users are very busy during the week with activities other than phone use. So AppsFlyer suggests marketers “focus on Sundays, when users are 6 percent more engaged with apps compared to the weekly daily average; reduce spend on Fridays, when users are less likely to engage with your app.” However, Android users are always-on, except during the weekend. “Focus on weekday engagement campaigns, especially Mondays, as weekend activity is 5 percent lower than the weekday average.”
- Conversion: Transportation, news and magazines, lifestyle, finance, health and fitness, business, and productivity tools are the most likely categories to convert, as consumers are on these apps on purpose — in activities AppsFlyer terms “intent-driven, as users who click on ads know what to expect — leading to many installs and ultimately a high conversion rate.”
- “If you’re below your vertical benchmark, there is probably a gap between the ad and what users see in the app store; make sure the two are aligned while both your ad and your store page are perfect. Improve the title, images and other descriptive content that can best explain your app. Consider video, as it’s a highly engaging format that leaves less room for doubt.”
How will marketers use this information?
Please respond in the comments section below.
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