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  1. 1. ADVERTISING ON MOBILE APP: 10 facts you need to know to succeed with your digital marketing in 2021
  2. 2. THE STATE OF MOBILE MARKETING • It should come as no surprise that the number of mobile users today is greater than the number of desktop users! • Furthermore, studies have shown that users prefer mobile apps more than mobile websites. This makes for a strong reason to deploy marketing communication campaigns on mobile apps in reaching out to potential and existing customers. • The choice of campaigns on mobile apps or websites goes beyond the cost and audience they serve, particular attention needs to be paid to the attention span of audience while engaging these platforms. • For most businesses, budgetary constraints might demand making a choice between mobile apps and website. Below are 10 facts to help you make an informed choice.
  3. 3. In 2018, people were spending 3.6 hours per day on mobile (12 times more than a decade prior) and just 2 hours per day on a desktop or laptop (which has stayed pretty consistent since 2008), according to the 2019 Mary Meeker report. 1 Mobile internet usage is rising while desktop internet usage continues to fall.
  4. 4. The gap between mobile app usage and mobile browser usage is also widening. In 2020, eMarketer predicted that adult smartphone users will spend about 4 hours per day using mobile internet, and 88% of that time will be spent in mobile apps, rather than a browser. 2 Nearly 90% of mobile internet time is spent in apps
  5. 5. In a survey conducted by Statista toward the end of 2019, nearly three-fourths of respondents said that they have at least 11 apps downloaded on their phones (excluding pre-installed apps). So while new apps are not downloaded very often, the average user still has a decent number of apps constantly demanding for their attention and pleasure. 3 Most users have more than 10 apps installed on their phones
  6. 6. Google may own the most apps on the market, but Facebook ultimately wins with 4 out of the 5 most downloaded and most used apps. Also interesting to note is that all the apps in the top 5 are social or communication apps. 4 Facebook Messenger is the top mobile app worldwide by download, and WhatsApp is the top mobile app worldwide by monthly active users. (App Annie)
  7. 7. Although gaming apps are the most commonly created, only 66% of smartphone users have at least one gaming app on their device. In contrast, more than 95% of all smartphone users have a communication or social app, web browser, utility or tool app, and entertainment app. Statista did not specify whether or not pre-installed apps are included in their data. 5 Only 66% of smartphone users have game apps on their phones
  8. 8. Not only are social apps the most frequently downloaded, but they are also where smartphone users are spending the biggest chunk of their time (50% of total usage time, to be exact). In second place are video and entertainment apps, like Netflix and TikTok, coming in at 21% of total usage time. As App Annie reports, the lines are beginning to blur between social apps and entertainment apps as new generations turn to them for similar purposes. 6 Smartphone users spend 50% of their mobile app time in social and communications apps.
  9. 9. Among millennials (25-40 years old) in particular, the number who list social media apps as their most frequently used category is at 69%. In second place, at 55%, is messaging apps—because again, the most popular use of apps is connecting and communicating with others. 7 Nearly 70% of millennials say social networking apps are among their most commonly used. (MindSea)
  10. 10. Among millennials (25-40 years old) On a daily basis, millennials open their mobile apps more than any generation prior. Are you one of them? By noon, the average millennial would have opened four social apps, three communication apps, a weather app, an email app and the calculator app—and many of them have been opened more than once. It’s not that hard to get to 50! Younger generations today are tech savvy and always on their phones. in particular, the number who list social media apps as their most frequently used category is at 69%. In second place, at 55%, is messaging apps—because again, the most popular use of apps is connecting and communicating with others. 8 21% of millennials say they open their apps more than 50 times per day. (The Manifest)
  11. 11. As ComScore points out, smartphone users between the ages of 13 and 24 are the heaviest mobile app users. This is supported by App Annie data, which shows that gen Z holds the crown for total number of sessions and total time spent per month in top, non- gaming mobile apps. As App Annie also points out, gen Z is set to soon surpass millennials as the largest generation, so if your target audience falls in this age group, this is good news for you. 9 Gen Z spends 71% of their digital media time using smartphone apps.
  12. 12. Four out of the top five non-gaming apps for 2019 based on worldwide consumer spend were video apps. Video has been a growing content format for years now, and it’s not going away. It is also a popular type of content for subscriptions, so video apps drive a big chunk of mobile revenue. The fact is, in and outside of apps, video content is rising in use and popularity across industries and including video or animations in your campaign is sure to drive more engagements. 10 Consumers spend the most on video apps. (App Annie)
  13. 13. • Hopefully this post will helped you think a bit more critically and help you make strategic decisions that will positively impact your bottom-line. • However, if you are looking for a partner to help you with your digital marketing especially mobile marketing, I would love to chat with you. • My team at Transsion’s HippoAD (the global mobile marketing experts) is always at your service. Our performance-based offerings present brands and their agencies with the opportunity to leverage our extensive media reach when targeting for marketing communications. So, there you have it!
  14. 14. • Our office in Lagos (Nigeria) is responsible for the West and Southern Africa Markets consisting of 15 countries. • This means that your business interests are no longer restricted by international borders or physical presence. • Feel free to request for our brand deck for more information. • It will be a pleasure to engage further with you.
  15. 15. CONTACT US www.hippoad.com Wale Alaba Senior Sales Manager, HippoAD (West & Southern Africa) ATG HOUSE, 2A, Isaac John Street, GRA Ikeja, Lagos, Nigeria. www.transsion.com walealaba@unihippoad.com wale.alaba@transsion.com +234902 100 2666 +234814 864 1594 A Transsion Holdings Company
  16. 16. Focus on Emerging Market Global Mobile Marketing Expert

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