According to the 2015 Internet Trends report by KPCB, 87% of Millennials (aged 18-34) claim they never separate from their mobile devices. It’s clear that mobile devices have become essential to our everyday lives so if your brand targets Millennials, not having a responsive website or a mobile app is a serious mistake. Read on to learn more about how Millennials engage with mobile products and what are the key recent mobile trends you can use to make the most out of mobile for your brand.
WHAT SHOULD YOU KNOW ABOUT THE RISE OF MOBILE USAGE?
If you haven’t lived on another planet, you’ve probably noticed that mobile usage time has now surpassed the time people spend on desktop devices – it’s 51% to 42%.
In fact, the time consumers spend attached to their mobile devices grew by a smashing 91% since 2013, according to a comScore report. The report shows that in 2015, consumers spent a total of 778,954 minutes glued to the screens of their mobile devices.
Did they interact with your brand content during this time? If not, make sure they will do this year because mobile usage is always on the rise and brings in more consumers than ever.
HOW DO MILLENIALS CONSUME APPS?
Millennials have specific mobile habits. Once you know them, you’ll be able to position your mobile brand products in a way that attracts their attention and gets them hooked on your offer. How do these and many other users discover apps?
First of all, more than a half learns about new apps by word of mouth – from friends, family or colleagues. All this means one thing – when marketing your app, you need to create a meaningful relationship with users who will be willing to recommend your app to their networks.
Secondly, 40% of consumers discover new apps when browsing app stores. Since this is the most powerful mode of app discovery, make sure to optimize your store page to attract more users to your app and score more conversions. You can find many tips on App Store Optimization in this post.
Finally, according to Google, 1 in 4 users discovers apps through their search engine. This especially goes for local apps, apps related to the tech industry, and ones designed to help users in travel.
THE SECRET BEHIND APP ENGAGEMENT
Although the number of app downloads is important, without a good engagement strategy it becames an empty number. 1 in 4 apps installed on a device are never used. Most consumers abandon apps because they simply lose interest. And that’s not a surprise considering that on average they’ve got 36 apps installed on their devices.
What can you do to reverse this trend? If you’ve developed and published an app, but want to make sure users don’t abandon it and drive their engagement even further, offer discounts and exclusive features – these bring best results in retaining consumers.
Also, user retention should become a top focus of your app marketing campaign. Nothing works for retention like a multi-channel onboarding campaign – according to this study, such a campaign results in a smashing 130% increase in a two-month retention. Single push campings generate 71% of increase – not bad, but it’s clear who’s the winner here.
WHAT DOES IT ALL MEAN FOR YOUR BUSINESS?
If you fail to establish a strong presence on mobile, you risk that consumers simply don’t find enough opportunities to engage with your brand and buy your products.
By developing a mobile app however, you’ll seriously boost your chances at tapping into the incredible consuming potential of the Millennial generation.
All this data should help you to better understand the habits of Millennials, and develop an app which captures their attention and helps your brand rise among this immense, mobile-driven consumer group.
Convinced that your business needs a mobile application but not sure where to start? Check how to build an app in a smooth and easy way.
