Airship’s Data Study of Nearly 750 Million Individual App Users Finds Mobile App Engagement Rates Have Soared Under Lockdown
Customer engagement company Airship revealed top-level results of its global benchmark study, examining the state of mobile app behaviors across nearly 750 million people worldwide. To distinguish between the impact of the pandemic and longer-term changes due to growing data regulations, more stringent app review policies by Apple and Google and ongoing evolution in user behavior, February 2020 was used for year-over-year analysis and then compared to March-June 2020.
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“The State of Global Mobile Engagement 2020”
Key findings show that the global pandemic led to massive gains for several key engagement metrics that have been trending downward. For example, year-over-year analysis for February showed that while global active mobile app audiences grew by more than 30 percent, the average number of app opens per user declined 28.5 percent to 17.6 app opens per user per month globally. Similarly, global average notification direct open rates decreased from 6.44 percent to 6.35 percent (-1.4%). Both of these metrics reversed this trend by growing 29 percent throughout March-June, averaging 22.6 app opens per user and a direct open rate of 8.2 percent globally. Brands across Northern and Western Europe saw a higher increase in average direct open rates than anywhere else in the world. This trend was also evident in the U.K., where average app opens per user declined 29.1 percent and average notification direct open rates fell 19.5 percent year-over-year, to then grow on average 29.7 percent and 40.3 percent respectively in March-June 2020. This suggests that consumers in countries like the U.K. are much more likely to open apps if encouraged by web or push notifications.
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Mobile app engagement metrics vary at a regional level, from markets that are more mature, to rapidly emerging markets with significant mobile-only populations, as well as by industry vertical — especially those most impacted by the global pandemic. For a full view of findings by subregion, industry vertical and mobile operating system, please download Airship “The State of Global Mobile Engagement 2020” report.
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