AppsFlyer just released a new study — “App Marketing Best Practices for the 2016 Holiday Season” — to guide app marketers as they fashion strategies to win big this holiday season.
The company, a global leader in mobile attribution and marketing analytics, focused its research on two key app categories: shopping and gaming. The study highlights the differences in behaviors between iOS and Android users.
One key insight: mobile marketers need to ensure their strategy is in place early because holiday sales begin to spike in October.
The differences between iOS and Android shoppers?
“AppsFlyer’s study found that iOS shoppers complete most of their shopping by Cyber Monday — in fact, in-app purchase activity drops 38 percent after the peak November weekend and continues to decline for the rest of Q4 so for app marketers to succeed they need to take steps to make the majority of their sales in November,” reads the report summary provided to MAW. “In contrast, Android shoppers tend to procrastinate more and shop last-minute — one of the major peaks for in-app purchase events on Android phones was due to a 24 percent spike in transactions during the week of Christmas. Unlike iOS users, this indicates that Android owners used their phones for last-minute shopping before the end of the year.”
Of course, gaming app marketers will see revenue spike around Q4 holidays with easily recognizable, compelling themes — Halloween, Thanksgiving, Christmas.
“In planning for the holiday season, it is critical that app marketers understand the differences in holiday activity for iOS and Android users,” says Ran Avrahamy, VP Marketing at AppsFlyer. “Our data will help marketers understand the holiday trends in order to take full advantage of them and drive the greatest revenue in the remainder of 2016.”
To learn more, download the full report here.