This document discusses strategies for retaining mobile users. It notes that by 2018, smartphone penetration in the UK will reach almost 100% and that people spend more time on their mobile devices than watching TV. The document then provides tips for engaging users such as making a great product, understanding user habits and context of use, avoiding churn, segmentation and personalization, listening to feedback and iterating. It emphasizes the potential of push notifications for driving user engagement and retention.
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By 2018 smartphone
penetration will achieve
almost 100% in the UK
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Source: Mobilesquared
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PLATFORM ENGAGEMENT
Use mobile
internet daily
80%
Use apps daily
75%
Research weekly
via mobile internet
46%
Purchase weekly
though mobile
20%
65% 60% 30% 10%
Source: Tradedoubler
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MOBILE VS WEB USAGE
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Source: Morgan Stanley and ITU data
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TABLET MARKET GROWTH
Source: Morgan Stanley and ITU data
15. Who is this for?
How will they use it
Why will they use it?
What value is added?
Why will they reuse it?
When will they use it?
Ask yourself
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DAILY DEVICE HABITS
Source: Morgan Stanley and ITU data
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CONTEXT OF USE
Source: Tradedoubler
Tablet Users
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Avoid expensive user churn
22% of people who download only use it once
£1 cost per loyal user
Loyalty drives repeat use
Why retain?
Source: Fiksu
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65% of people stop
using an app 3 months
after install.
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” Source: Appboy
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Make it personal and
improve the experience with
a data-driven approach.
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Listen, iterate, repeat
Integrating an effective mobile CRM strategy is vital
Utilise access to app behaviour & user preferences
Build accurate picture of your user
What to do
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Make recommendations and personalise content
Use push notifications to retarget passive users
Think multi-channel for retention too
Ask for feedback - and use it!
How to do it
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Don’t let your brand
get in the way of the
experience.
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THE POTENTIAL
Source: Urban Airship Good Push Index
5x more betting
8x faster conversions compared to email
5x more traffic to mobile vs website
10x greater response than email
29. NICE TALKING TO YOU
@niceagency
Ryan Hall
Peter Dolukhanov
Joint Managing Directors, Nice
@ryanghall
@dolukhanov