Mobile app industry is one of the most dynamic industries.
What was true even one or two years ago may not hold true any longer. Only the latest statistics and numbers can give you the actual image.
As a developer or a mobile marketer, you need to know those numbers to stay ahead of the competition.
In this article we sum up the latest mobile marketing and app statistics that are very relevant in 2016.
Let’s dive in.
1. Emerging markets
Key takeaway: In a nutshell, India will soon become the next dream-destination for mobile marketers. With millions of mobile users, the significance of mobile marketing will increase multi fold. The mobile app industry in India will experience an exponential growth.
You can join the bandwagon by either attracting your potential customers with enterprise app or by developing apps for other businesses.
Key takeaway: Millions of mobile users from Africa, Asia and Latin America will contribute to this 9% growth. It means new markets will emerge and local and out-shore businesses will hone their mobile marketing to get into the new market.
Key takeaway: Sub-Saharan Africa is emerging as a new mobile market with Symbian and Blackberry phones as the dominating forces. African market, however, has its unique challenges because of socio- economic conditions, customer preferences and network connectivity issues.
As an app developer/marketer, if you can meet those challenges, a nearly untapped goldmine is waiting for you.
Key takeaway: The number of Sub-Saharan African mobile users has exploded during last few years. For instance, in 2002 only 8% Ghanaians had cell phones while that number stands at 83% in 2015( Source).
Such enormous growth will attract hordes of mobile marketers and app developers for entering African market.
However, African market is different from the Western or Asian market. Smart phones are still behind of “good old” cell phones in the region; only 15% users use smart phones while 65 % still stick to cell phones.
If you can find ways to fulfill the needs of the market, early start will give you a competitive edge in coming years.
Key takeaway: In 2014, Smartphone penetration rate in US was 64% and by the end of 2015 the number is close to 80%.The market is about to saturate, but a lot of opportunities are still there.
On one hand, the startups and “late bloomers” will have a hard time as marketing giants are already dominating the market.
On the other, since US market is more predictable than African, Asian or Latin American mobile market and very large; you can still reap the benefits with creative app ideas.
Key takeaways: New markets are emerging; existing ones are expanding and saturated ones still have a lot to offer. The demand for app development services will soon touch the sky.
But scaling your development capacity with that rate is a big challenge.
You can solve it by outsourcing parts of your development. Skilled out-shore freelance developers or designers can reduce time and cost involved without compromising quality.
However, if you refuse to compromise security and integrity, setting up your own team and infrastructure always pays off.
2. Mobile app monetization
Key takeaway: With 30% growth rate, app industry is one of the most profitable and promising industries currently. And it will remain so for coming years.
With millions of new mobile users, you can reap the benefits by their integrating mobile marketing with your brick-and-mortar business or simply plunge into the app development.
Key takeaway: Problem with free apps, some users might discard it after using few times or never opt for paid features. With paid app, it is a different story.
If your users are paying money to download, your apps will less likely to get discarded. And chances of paid up gradation are also much higher.
According to numbers, people are now getting more willing to spend money for superior functionality and user-experience. That means if you develop an amazing app and make it visible to your users, you will be in a position to earn more money than before.
Based on the recent statistics by WSJ, Google play has 70% more downloads than Apple app store, yet Apple’s revenue is about 70% higher than the former. The Key reasons are,
Simply put, Apple app store has a higher potential of generating revenue for the app developers.
Alternatively, you can compel iOS users to purchase your app by creating the buzz with free/freemium android version first.
Key takeaway: Though e-commerce is far from being knocked out, m-commerce is certainly dominating. And m-commerce has some serious advantages over e-commerce.
As a mobile marketer, consider getting into m-commerce and make more sales. You can even combine both e-commerce and m-commerce for improved results. However, consider target audience preference, location and other logistical factors before the final decision.
3. Mobile App audience:
Key takeaway: Numbers proves that both web and app are effective in different context. Mobile web is better for more reach; apps are better at keeping the audience hooked.
So when it comes to mobile marketing, you can follow either way depending on your end goal.
Key takeaway: For an app developer/marketer optimizing interface design for smooth user experience is a must. If your target users are baby boomers who use both hands, design the application while keeping their habit in mind. Vary the CTA button location, redesign menus, and play with elements for an effortless app experience.
Key takeaway: Everybody loves to feel special and dislike “one-size fits all” approach. Your audience is no exception. They expect that your app will take their preferences into consideration
Entice your app users with a personalized experience by customizing content based on their previous choices, location etc.
Alternatively, simply allow them to choose when, where and what kind of notification/content they want to see.