The State of User Acquisition and App Discovery

MMA Webinar SeriesSeptember 1, 2015

Sponsored by:

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About the MMA

Cultivating InspirationAimed at the Chief Marketer; guiding best practices and driving innovation

Building Capability for SuccessFostering know-how and confidence within the Chief Marketer's organization

Demonstrating Measurement and ImpactProving the effectiveness and impact of mobile through research providing tangible ROI measurement and other data

Advocacy Working with partners and our members to protect the mobile marketing industry

The MMA is the world's leading global non-profit trade association comprised of more than 800 member companies, from nearly fifty countries around the world. The MMA's mission is to accelerate the transformation and innovation of marketing through mobile, driving business growth with closer and stronger consumer engagement.

Anchoring the MMA's mission are four core pillars:

MMA Members Include:

2

For more information about membership email: membership@mmaglobal.com

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Today’s Agenda

• What motivates app downloads• How demographics can impact app discovery• What it takes to get a target consumer to download

and use an app• What app store factors influence downloads• Does top 10 rankings matter

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Presenter

ModeratorLeo ScullinHead of Global Industry InitiativesMobile Marketing Association

Jennifer WongVP of MarketingTUNE

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Managing Your Questions

Share the Insights#TUNEtip

How we tried to solve this issue.

Who did we survey?

Think about the last app you downloaded...

OS breakdown

Why users download apps

What motivates users to download apps?

Takeaways ● Users are turning to apps to

solve problems● Ads are a dark horse● Networking is important - but

social underperforms

iOS users prefer WOM, Top Charts, and Ads

Users under age 25 like to talk about apps… a lot

Practical utility is most important for older users

Users will download apps they’ve never heard of

Number of times seen/heard of app prior to download

How users find apps

You’re only seeing half the picture

Search vs. direct motivation by Android

Search vs. direct motivation by iOS

App discovery

Takeaways

● People use apps to help solve problems● Ads are powerful and indirectly motivate

users in a number of different ways● Age groups, iOS users, and Android users

are all motivated differently and should be marketed to uniquely.

Study: App store factors that matter

Holistic view

Single most important factor

Ranking the most important factor in choosing an app

Takeaways ● Title is more important for

Android than iOS● Reviews are more important

for iOS as well

Key takeaways

Best practices

Best practices

Top 10 - iOS

Top 10 - Android

In summary

Summary

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MMA Programs and InitiativesMMA programs and working groups consist of executives who discuss key issues for a specific industry segment, technology or business issue. The programs and working groups meet on an ongoing basis to develop and execute industry initiatives that reflect the needs of their initiative area and membership.

To join a program, contact committees@mmaglobal.com.

Text Marketing Privacy Mobile

CouponsLocation

Committee

Internet of Things Incubation

Council

Currency (Advertising) Programmatic Native

Advertising Ad Units – UMAP Mobile Video Benchmarking Study

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MMA Webinar Series Upcoming MMA EventsHow to Drive App Effectiveness with more Interaction and Individualization Thursday, Sept 24th

The Future Consumer: How Propensity Modeling is set to change the Mobile IndustryWednesday, Sept 30th

SM2 Innovation Summit, NYSeptember 28-29, 2015

Global Smarties Awards Gala & Dinner, NYSeptember 28, 2015

Forum SingaporeSeptember, 2015

Forum IstanbulNovember, 2015

MMA Smartbrief Mobile Smart Fundamentals

MMA LinkedIn Group

Case Study Hub Webinar Archive Get Social with MMA

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Additional Resources

Thank You!