Airship’s Data Study of Nearly 750 Million Individual App Users Finds Mobile App Engagement Rates Have Soared Under Lockdown
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/
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.”
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.
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.
Mission North for Airship
+44 (0)20 3405 5160
About Business Wire
(c) 2018 Business Wire, Inc., All rights reserved.
Business Wire, a Berkshire Hathaway company, is the global leader in multiplatform press release distribution.
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
Cobase and Ebury partner on FX services1.12.2020 10:00:00 CET | Press release
Leading European fintechs Cobase and Ebury today announce a partnership which opens up Ebury’s FX services to the Cobase multi-banking platform. Cobase, an innovative leader in cloud-based corporate multi-banking solutions, will offer its corporate treasury clients services from Ebury, a leading global FinTech backed by Santander Bank that specializes in cross-border financial services and risk management. The partnership follows the launch of Cobase’s new Liquidity Forecasting and FX Exposure Management modules, which enable corporate treasuries to optimize cash positions or automatically hedge their FX risk on a continuous basis. Adding Ebury’s services to Cobase’s platform will give clients broader access to more cost-effective FX services, and Cobase users will be able to receive competitive FX quotes from Ebury and book FX trades without the need to access any other system. Users will also be able to receive real-time status of transactions and reporting to automate the reconcilia
Sleep Cycle Partners with Petit BamBou For Global Relaxation1.12.2020 10:00:00 CET | Press release
Sleep Cycle, the world’s most popular intelligent alarm clock app that analyzes users’ sleep, today announces its first partnership with one of the world’s leading meditation apps, Petit BamBou to provide its global users with relaxation content for better sleep during these uncertain times. Sleep Cycle will be hosting meditation content by Petit BamBou in their Sleep Aid program, which features a series of audio productions designed to aid in falling asleep. The content offers users an improved bedtime routine to help them relax and unwind before going to sleep for a better night’s rest. “Sleep is as much about physical health as it is about the well-being of the mind. Implementing a sleep routine that works in meditation can help prepare for a more restful sleep,” said Andreas Roman, head of content at Sleep Cycle. “By adding Petit BamBou’s meditation tracks to our carefully curated content library, we’re helping users find a place for meditation in their lives to reach a new level o
Henley & Partners: Covid-19 Accelerates Growth of Investment Migration Industry1.12.2020 10:00:00 CET | Press release
There has been a 25% increase in the number of HNWIs enquiring about citizenship-by-investment as opposed to residence-by-investment programs since the coronavirus was first reported nearly a year ago, indicating that wealthy international investors are considering a more permanent change. Leading residence and citizenship advisory firm Henley & Partners has also reported an unprecedented and sustained surge in enquiries from citizens of highly developed countries such as Canada, the UK, and the US compared to last year, along with noticeable shifts in its clientele’s priorities. Henley & Partners CEO Dr. Juerg Steffen says that when combined with over a decade of growth in engagement from the buy and sell side, it’s fair to state that investment migration is now very much a mainstream (U)HNWI advisory service. “The value to both investors and their families, and sovereign states and their citizens, is very clear. The volume has also now reached a critical mass where it is reasonable t
iRhythm Technologies Receives Positive National Guidance in First of its Kind Digital Health Pilot with National Institute for Health and Care Excellence1.12.2020 09:30:00 CET | Press release
iRhythm Technologies (NASDAQ: IRTC), a leading digital health care solutions company focused on the advancement of cardiac care, today announced it is the first technology to pass through a new digital health tech pilot, resulting in a successful recommendation for adoption from the National Institute for Health and Care Excellence (NICE). iRhythm’s Zio XT Service – a patient-friendly ambulatory cardiac monitor supported by deep learning algorithms – has been assessed as part of NICE’s first pilot project to evaluate digital health technologies. Zio XT has been positively recommended by NICE as an option for people with suspected cardiac arrhythmias who would benefit from ECG monitoring for longer than 24 hours. Published today, the guidance concluded that Zio XT is convenient and easy to wear, with greater patient compliance and improved diagnostic yield (a measure of how many people with cardiac arrhythmias are diagnosed) compared with standard 24-hour Holter monitoring. Clinical evi
ViiV Healthcare and Shutterstock Studios unite to tackle outdated perceptions of HIV with ‘HIV in View’ - a first-of-its-kind online HIV photography gallery1.12.2020 09:12:00 CET | Press release
ViiV Healthcare and Shutterstock Studios today announced the launch of a new online photo gallery ‘HIV in View’,produced by Shutterstock in collaboration with ViiV Healthcare. The collection, curated with the support of people living with HIV, leverages Shutterstock’s global network of over one million creators to deliver a repository of high-resolution images depicting what it means to live with HIV today. Across four countries (the United Kingdom, Kenya, Uruguay, Portugal), people living with HIV stepped forward to be among the first photographed for this gallery, embarking on a shared ambition to help shift the world’s perception of HIV and move away from outdated stereotypes. From World AIDS Day 2020, the gallery will be free for all to access and use in projects, campaigns and communications* in the hope that it will increase awareness around HIV and break down barriers to stigma that still exist. This press release features multimedia. View the full release here: https://www.busi
ADVA joins Affordable5G to build high-performance and cost-effective mobile networks1.12.2020 09:00:00 CET | Press release
ADVA (FSE: ADV) today announced that it has joined Affordable5G, an innovation project creating complete and affordable solutions for critical private and enterprise networks. Affordable5G aims to build open and flexible next-generation mobile solutions for use cases including campus networks, emergency communications and smart city services. Funded by Horizon 2020 and part of the European 5G Public-Private Partnership (5G PPP), the project brings together 17 partners with a wide range of expertise and disruptive technology spanning all areas of the 5G ecosystem. ADVA’s X-Haul technology will be central to the project and the development of 5G infrastructure. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20201201005086/en/ ADVA’s X-Haul technology will prove key to the Affordable5G project (Photo: Business Wire) “5G enterprise networks must meet a particularly demanding set of bandwidth and performance requirements. Not only