The state of mobile user acquisition is changing. Marketers are shifting their focus in an attempt to acquire more high-value users. But what does a high-value user look like, and what are the signals that represent their potential? Our latest “State of Mobile Acquisition” report explains how marketers can understand, identify and acquire more high-value users in order to drive their business forward.

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State of Mobile
Acquisition
Q1 2016
Find more high-value users

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Mobile App Report Methodology
Data derived from in app events and
ad engagement across 3rd party apps
for >100M devices.
*Data analyzed is for customer in-app activity and install data from January 2016 across smartphone and tablets including iPhone, iPad, and Android devices.
High-value users are those who have
generated revenue through in app
purchases or have used the app every
day over the last 30 days.

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Executive Summary
Marketers have a huge opportunity to acquire more high-value mobile users:
High-value users drive almost all app revenue
They make up 85% of revenue across Retail, Sports, Communication and Music/Books apps.
They have unique signals outside of your app
For Retail, high-value users show unique behavior within shopping, lifestyle and gaming categories.
Know these signals and more than double your high-value users
For Retail, there is an opportunity to increase high-value users from 18% to 46%.

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High-value
users drive
almost all
app revenue
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High-value users are only 17% of your user base
Share of High-Value Users by Category
Retail apps Sports Apps Music/Books Apps Communication Apps
28%
18%
18%
16%
• A high-value user is one who has made
a purchase within the last 30 days or
who has had at least 30 sessions within
the last 30 days.
• Sports apps have the highest
percentage of high-value users at 28%,
while Retail apps, Music/Books apps
and Communications apps are all
below 20%.

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High-value users drive almost all app revenue
Share of App Revenue from High-Value Users by Category
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Communication
Retail
Music/Books
Sports
% Revenue contribution % High-value users
• High-value users drive 85% of app
revenue.
• High-value users generate four times
more revenue than the average user.
• Music/Books apps derive 99% of
their revenue from high-value users.
90%
28%
99%
18%
78%
18%
85%
16%

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Monthly Sessions by Average and High-Value Users
High-value users use your app 4x more
0
20
40
60
80
100
120
Retail Sports Communication Music/Books
Average user High-value user
3.5x
4.2x
5.5x
2.7x
• High-value users engage with an app
4x more than the average app user.
• The difference between a high-value
user and the average user is biggest
with Communication apps, where
high-value users have 5x times as
many sessions as the average.
• App marketers should cater to these
high-value users while doing all they
can to increase usage among
average users through push
notifications, retargeting campaigns,
rewards and other types of
engagement programs.
35
10
16
67
20
109
12
32

8. High-value users
have unique
signals outside
of your app
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Industry deep dive: Retail observation #1
Retail users are loyal to a small number of Shopping apps
Retail Users’ Share of Shopping Apps vs. Sports Users’ Share of Sports Apps
• The average Retail app user has a
total of just 3 Shopping apps on their
device, or 1.4% of all apps they’ve
installed.
• The high-value Retail user has one-
third of that, with just 1 other
Shopping app on their device.
• This isn’t the case with other
categories, like sports. Sports app
users have many Sports apps on
their devices. High-value Sports
users have an even greater
percentage of Sports apps than
average users.
24.1%
1.4%
36.6%
0.4%
0% 5% 10% 15% 20% 25% 30% 35% 40%
Sports
Shopping
High-value user Average user

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Industry deep dive: Retail observation #2
Retail high-value users have more Lifestyle apps
Retail Users’ Share of Lifestyle Apps
• High-value Retail users have 45%
more Lifestyle apps on their devices
than average Retail users.
• Lifestyle apps include dating,
weather, emojis, fitness tracking,
public transit tickets, maps and
astrology - things users access on a
day-to-day basis.
30%
Average userHigh-value user
20%10%0%
27.1%
5% 15% 25%
30%20%10%0%
18.7%
5% 15% 25%
45% More

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20%10%0% 5% 15%
7.6%
Industry deep dive: Retail observation #3
Retail high-value users do not play Social Games
Retail Users’ Share of Social Gaming Apps
• High-value Retail users have 62%
fewer Social Gaming apps on their
devices than the average user.
• This suggests that high-value Retail
users view their device as a
‘shopping’ tool instead of a ‘gaming’
tool.
20%10%0% 5% 15%
19.9%
62% Less
Average userHigh-value user

12. Know these signals
and more than
double your high-
value users
Copyright RadiumOne

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Industry deep dive: Retail conclusion
An additional 28% of Retail users exhibit high-value signals
Share of High-Value Potential for Retail
18%
• 18% of Retail users are high-value,
those who have made an in app
purchase within the last 30 days.
• Applying the signals of high-value retail
users the rest of the user base, we find
that another 28% have the potential to
be high-value.
• These signals include: apps that have
been installed, websites that have been
visited, and ads that have been clicked
on.
54%
28%
Average userHigh-value user High value potential

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Key Takeaways
We see three key strategies for marketers to acquire more high-value mobile users:
• Focus on the segment driving the majority of your revenue. Start with in-app analytics to get to know your
cohorts, zooming in on the behaviors and characteristics of your highest-value users.
• Marketers should look outside their own app for signals. To truly get to know your high-value users, take in
data from the entire ecosystem, including 3rd party apps and web sites, to see how they act “out in the wild.”
• Target high-potential users with both in app and mobile web advertising campaigns. These signals will help
you to focus your ad spend on users that are most likely to be high-value.

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We know your next customer.
RadiumOne uses proprietary data about behaviors, actions and interests
demonstrated by consumers through the company’s proprietary mobile
and desktop software. Using insights and data intelligence, RadiumOne
helps marketers activate customer engagement in real-time across
different devices, locations and screens.
To learn more about RadiumOne, please visit
http://www.radiumone.com.