Engaging Users Through Mobile - ECV International · Engaging Users Through Mobile Ezra Leung Business Development Director, APAC. Agenda ... in Germany and the UK, those aged 13-24

Engaging Users Through MobileEzra Leung

Business Development Director, APAC

Agenda

1. Mobile Transformation2. Changes in the Retail Space3. Engaging Users with Emojis

2

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5

Over half of Google Play and iOS

revenue combined is generated by App Annie customers.*

www.appannie.com/intelligence | © 2016 App Annie

Mobile Transformation

EAT & DRINK

DATE

PLAY

WATCH

CONNECT WORK

NEWS

LISTEN

SHOP

HEALTH

CREATE

TRAVEL

BANK

LEARN

PAY

SPORTS

Apps Cover Every Aspect of Our Daily Lives

Confidential l Property of App Annie l Do Not Disclose l © App Annie 2016

2 Hours a Day Spent Using Apps 40 Apps Used per Month

© App Annie 2016

• Globally, younger users spend the most time in apps

• This is most evident in Europe – in Germany and the UK, those aged 13-24 spent more than double the time in apps each day compared to those over 45

• However, all age groups are using apps regularly

Younger Users Spend the Most Time in Apps

App Downloads’ Continued Momentum

Worldwide App Store Downloads

Dow

nloa

ds (B

illio

ns)

Google Play

iOS App Store

Rev

enue

(Bill

ions

USD

)

*Android phone total time, excluding China

Worldwide Total Time Spent in Apps*

Tota

l Hou

rs (B

illio

ns)

Time Spent in Apps Up 100% in 2 Years

Time Spent In All Categories Increasing

*Android phone total time, excluding China

Worldwide Total Time Spent in Apps*

Revenue Surging 40% YOY

Worldwide App Store Revenue

Rev

enue

(Bill

ions

USD

)

Google Play

iOS App Store

Rev

enue

(B

illio

ns U

SD)

Major Brands Turning to Apps

Sector Companies Sales and Marketing

Product/Service Usage

Customer Service

Consumer Packaged Goods (CPG)

— —

Consumer Devices

Transport

Retail

Media

Financial Services —

Mature App Usage

Emerging App Usage

Changes in the Retail Space

Online-First Retail Apps Take the Lead

Date source: App Annie Intelligence

New Frontier for Brick-And-Mortar Retailers

#1 Advertiser by Share of Ads#32 Advertiser by Share of Ads

Aug 01 Aug 07 Aug 14 Aug 21

1

100

200

300

400

500

Download Rank HistoryUnited States - Aug 1, 2016 - Aug 27, 2016

Android Pay adds Walgreens loyalty card

Time Spent on Retail Apps Are Increasing

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Best Practices for User Acquisition

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Execute both on the App and In-Store

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Item customization

Reordering made easy

Fewer steps To order

Mobile Ordering

Apple Pay, Wechat Pay, Alipay and more

Check split

Auto top-up

Mobile PaymentProduct Display

Visual appeal

Catchy descriptions

Promote upsell

Best-in-Class QSR App Experience to Enhance the Customer Journey

Engaging Users with Emojis

Emojis Increase Push Notification Engagement rate by 85%

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• App Annie and Leanplum conducted a research in 2016 showed that push notifications with Emojis in it had an open rate that is double than those without.

• Notifications with emojis also led to higher conversion rates, engagement metrics and ultimately revenue.

Emoji is More Effective than Images

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So Why are Emojis so Effective?

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• Millennials are the biggest consumers of mobile apps, ranging from 70% to 110% more than the older generation.

• Millennials are receptive and accustomed to using emojis to express themselves

• Scientifically proven to engage with the part that engages with emotions in the brain.

Tips for Embedding Emojis

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• Personalize content with emojis

• Leverage on user behavior

• Choose the right timing

Top performing emojis that can increase notification engagement and conversion rates

Thank You

Appendix

Looking Ahead

Asia: Largest App Market Globally

112.4149.3

288.4

*Gross revenue = Consumer spend on apps (not net to publisher)

$41.8$51.8

$102.5

31

China is Also Mobile-First Lead