Business Wire

Airship’s Data Study of Nearly 750 Million Individual App Users Finds Mobile App Engagement Rates Have Soared Under Lockdown

Share

Customer engagement company Airship today 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. The full report is available for download here.

This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20200929005324/en/

To view this piece of content from mms.businesswire.com, please give your consent at the top of this page.

From February 2019 to February 2020, all regions saw average direct app opens (when a user opens an app from a click on a web or push notification) per user per month decline. March-June 2020 reversed this trend with all but one region seeing growth. (Graphic: Business Wire)

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.

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’s “The State of Global Mobile Engagement 2020” report.

Notably, across the globe people opting in to share their location with apps has been on the decline for years since the introduction of GDPR — and year-over-year it declined another 2.5 percent for a global average location opt-in rate of 7.7 percent before the pandemic. Between March-June 2020, location opt-in grew every single month, reaching 10.7 percent — a 39 percent growth rate and an absolute rate not seen since before 2018.

Retail continues to have the highest location opt-in rate among the 12 verticals included in the study at 23.1 percent. Three verticals saw their average location opt-in rates more than double over March-June 2020, including Medical, Health & Fitness (+150%), Finance & Insurance (+128%) and Travel & Transportation (+116%).

Among 41 countries included in the study, India, Romania, Mexico, Japan and Brazil saw the biggest gains to location opt-in rates during March-June 2020 — the U.K. was sixth, while the U.S. had the ninth largest growth rate.

“The results clearly show that the pandemic has further cemented the importance of mobile to support our everyday lives. With strong growth in the use of mobile apps and consumer engagement in response to brands’ direct communications on mobile, more and more people are turning to apps as a way to engage with the brands they love,” says Patrick Mareuil, managing director for EMEA at Airship. “Consumers have adopted new behaviours and greater mobile interaction during the pandemic for in-the-moment information and streamlined conveniences, and much of this will continue to grow in the future. Therefore, marketing teams should further invest in mobile to seize this trend, supporting customers with a direct, contactless experience to ensure they have access to all they need at their fingertips.”

Methodology

Airship’s benchmark study analyzes year-over-year aggregate behaviors of global app users active in February 2019 (568m) and February 2020 (744m), compared against all active users throughout March-June 2020. Subregions and industry verticals included were those with 10m or more users in February 2020, while the cut-off for countries was 1m or more users in that same month.

About Airship

Thousands of the world’s leading brands rely on Airship to spark closer connections with their customers through highly contextual and relevant interactions. Only Airship’s Customer Engagement Platform takes a mobile-first, data-led approach that enables brands to focus on individuals and their needs, not which marketing channels to use. Airship makes it much simpler and more effective to grow customer lifetime value in the omnichannel era.

With trillions of interactions intelligently orchestrated across mobile apps, mobile wallet, SMS, websites, and email, Airship optimizes the entire customer journey across all digital touchpoints at scale.

For more information, visit www.airship.com, read our blog or follow us on Twitter, LinkedIn and Facebook.

To view this piece of content from cts.businesswire.com, please give your consent at the top of this page.

Contact information

Danielle Stickler
Mission North for Airship
+1 415-749-9124
airship@missionnorth.com

Ana Williams
Airship
+44 (0)20 3405 5160
Ana.Williams@airship.com

About Business Wire

Business Wire
Business Wire



Subscribe to releases from Business Wire

Subscribe to all the latest releases from Business Wire by registering your e-mail address below. You can unsubscribe at any time.

Latest releases from Business Wire

“Unfortunately, not a lot has changed for girls in football.”19.3.2024 10:00:00 CET | Press release

PUMA CEO Arne Freundt and Alexandra Popp, the captain of the Germany national football team, spoke about leadership and the challenges of women in football. The video interview is part of the sports company’s digital annual report, which was published on March 18 on about.puma.com. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20240319731548/en/ Voted Germany’s footballer of the year three times, Alexandra is one of the most prominent ambassadors for women’s football and she is known for her skill and charismatic leadership on the pitch. She started off her career playing in a mixed team, and she distinctly recalled how girls were often belittled and treated unfairly on the pitch. “Football is still pretty tough for girls. The boys in my team were cool. But our opponents were another story. They laughed at you. They said: look, they have a girl in their team, we’ll beat them easily,” Alexandra said. “Or when you play and you

Moove secures USD $100 million Series B round19.3.2024 09:01:00 CET | Press release

Moove, the global mobility fintech that democratises access to vehicle ownership for mobility entrepreneurs, today announces that it has raised $100 million in a Series B funding round, valuing the company at $750m. Uber invested in the round alongside Mubadala, who led Moove’s previous funding round in 2023. The round will enable Moove to expand its customer focused revenue-based vehicle financing offering to 16 markets around the world by the end of 2025. A considerable portion of this expansion will focus on electric vehicles (EVs), which will lay the groundwork for a more sustainable and accessible mobility ecosystem for its customers worldwide. Ladi Delano, Founder of Moove,said: “Today’s announcement marks a significant milestone for us. When we founded Moove in 2020, we were motivated to solve the acute shortage of vehicle financing that over two million African mobility entrepreneurs faced. “This validation from Uber and others stands as a testament to the fact that what was on

Cielo Debuts First Generative AI for Talent Acquisition: CLO.ai19.3.2024 08:11:00 CET | Press release

Cielo, the world’s leading Talent Acquisition Partner, today debuts the first generative AI (GenAI) for talent acquisition: CLO.ai. Based on a new set of industry principles for responsible AI use, the intelligent tool allows talent leaders to maximize the power of GenAI for better hiring outcomes fast, while protecting candidates' experiences. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20240319387916/en/ “In a competitive, noisy market with many emerging, and sometimes unproven, methodologies and technologies, Cielo has established a responsible approach to artificial intelligence in human resources & talent acquisition. At Cielo, their data scientists, engineers, and talent acquisition experts collaborate to improve GenAI models, assess data for relevancy and accuracy, and operate in a secure environment, thus contributing to an enhanced experience for their clients and candidates. They are not only navigating the landsc

AMWC 2024: Galderma to Share New Data From Its Leading Injectable Aesthetic Portfolio19.3.2024 07:00:00 CET | Press release

Galderma will present the latest updates from its broad portfolio of clinically-proven and holistic range of aesthetic treatments at the 22nd Aesthetic & Anti-Aging Medicine World Congress (AMWC) on March 27-29, 2024. The diversity of Galderma’s portfolio, designed to meet the individual needs of healthcare professionals and patients, will be showcased in 16 research posters – including data from the world’s most diverse range of fillers (Restylane®), leading neuromodulator portfolio (RelabotulinumtoxinA, Alluzience® and Azzalure®) and original biostimulator (Sculptra®) – as well as two symposia and a booth, which will host an array of live demonstrations and ‘Meet the Expert’ sessions. “Galderma’s extensive activities at AMWC demonstrate our commitment to pushing the boundaries of injectable aesthetics, to anticipate and address tomorrow’s needs today. By evolving and expanding our existing treatments, developing new innovations, and conducting cutting-edge research into the groundbre

NetApp Empowers Customers to Securely “Talk to Their Data” in Collaboration with NVIDIA18.3.2024 23:00:00 CET | Press release

NetApp® (NASDAQ: NTAP) today announced it is collaborating with NVIDIA to advance retrieval-augmented generation (RAG) for generative AI applications. The new collaboration directly connects the just-announced NVIDIA NeMo Retriever microservices—coming to the NVIDIA AI Enterprise software platform for development and deployment of production-grade AI applications, including generative AI—to exabytes of data on NetApp’s intelligent data infrastructure. Every NetApp ONTAP® customer will now be able to seamlessly “talk to their data” to access proprietary business insights without having to compromise the security or privacy of their data. Enterprises want to leverage publicly available large language models to talk directly and securely to their corporate data with assurance that their private data will never be accessible outside the enterprise. Until now, enterprises that wanted to build internal chatbots, co-pilots, and applications that leverage corporate knowledge were faced with co

In our pressroom you can read all our latest releases, find our press contacts, images, documents and other relevant information about us.

Visit our pressroom
HiddenA line styled icon from Orion Icon Library.Eye