The new year could prove productive for apps, if new research from YouAppi is any indication. The company shared findings from a study it commissioned from Dimensional Research with MAW at the start of the week.
In contrast to comScore research in 2016 showing that 49 percent of U.S. smartphone owners had “downloaded zero apps in the last month,” today there is high optimism among mobile marketing professionals responsible for app marketing and user acquisition.
YouAppi, a leading mobile growth marketing platform for premium mobile brands, notes that “a surprisingly high number – 60 percent of respondents – is not concerned or has never even heard of App Overload.”
The research also queried research respondents on their priorities for 2017. The top response? User Acquisition (86 percent). That was followed by Engagement (68 percent) and Segmentation (55 percent). About 50 percent mentioned App Re-Engagement as a priority for 2017.
Interestingly, when asked “Are you employing any of the following to meet your customer journey priorities?,” 78 percent of respondents mentioned User Acquisition, but only 51 percent mentioned App Re-Engagement.
“The results of the research surveying 327 in-house, agency, and ad tech provider mobile marketing professionals clearly show that those in the trenches of mobile marketing are optimistic regarding the future of app marketing when User Acquisition is still the leading tactic as well as the one delivering the best ROI, and so few are concerned about App Overload,” explained Diane Hagglund, founder and a principal of Dimensional Research.
The research also examined trends in mobile video, social, re-engagement, and new technologies.
The research showed that video will continue growing in 2017, with 74 percent of those surveyed saying they’ll increase their investment in mobile video in 2017, while only 9 percent plan to decrease their investment in mobile video.
When it comes to paid social campaigns, Facebook properties are believed to deliver the best ROI. Fully 89 percent said that Facebook was the most effective, followed by Instagram (41 percent) and then Twitter, Snapchat, and Pinterest.
What about new technologies? Forget the hyped technologies (Chatbots, Emoji, VR and AR). Survey respondents said they will invest in data-driven technologies with proven business value and revenue potential led by Machine Learning (37 percent), Mobile Payments (25 percent) and Artificial Intelligence (23 percent).
“As a data-driven company, we’re excited to see that most mobile marketing professionals plan to invest in technologies like Machine Learning and Artificial Intelligence, which will enable them to better analyze and use their data to improve campaign performance,” said Moshe Vaknin, the CEO and co-founder of YouAppi. “We are increasing our investment in mobile video advertising and look forward to many successful product launches in 2017.”