América Retail | Homepage
Friday, March 24, 2017

La primera comunidad del retail en Latinoamérica

Study: Women 86pc more likely to make a purchase through a mobile app

Study: Women 86pc more likely to make a purchase through a mobile app

Octubre 12, 2016

👤Periodista: María Alejandra Lopez 🕔12.Oct 2016

 

Women are 86 percent more likely to make a purchase on mobile, says a new report from Liftoff, suggesting that women may be the best demographic for marketers to put their attention on.

The Mobile App Engagement Index, released by Liftoff, examines mobile application downloads, engagement and behavior based on demographics and app type, in an effort to help marketers understand where and how to spend their marketing dollars. The report found that women are more likely to make purchases through mobile, giving them a lower cost-per-action for marketers.

Also ReadDestinos preferidos por los mexicanos para viajar en temporada baja 

“Marketers should consider adjusting their targeting and marketing spend to reach demographics that convert in-app at a higher rate and at a lower cost,” said Dennis Mink, vice president of marketing at Liftoff. “But focusing on cheaper installs is a mistake.

“Instead the focus should be on targeting lookalike audiences, or people who look similar to those that installed and converted inside of the app, such as making a purchase or subscribing to a service.”

Changing demographics

The report was made by surveying a large number of consumers and app providers. Liftoff broke down each step of the app engagement process into actions and attached a cost to each.

For example, the more marketing dollars that have to be spent to get someone of a certain demographic to install an app who makes a travel reservation is the CPA of reservations.

Using this method, Liftoff analyzed what actions were the most effective with which demographics and which actions were the most cost effective at getting users to install an app.

Apps that require a subscription to work are the most difficult to get installs with, costing an average of $229 per subscription. Meanwhile, apps that require nothing more than an install cost an average of $4.37 per install.

Also Read: Kia Motors ocupa el puesto 69 de las mejores marcas a nivel mundial 

The results found that women overall had lower CPAs, suggesting that men are less likely to make purchases over their mobile devices. Interestingly, men had a slightly lower CPA, by 13 percent, on subscriptions, which were the overall most expensive action.

“To increase app engagement and outperform industry averages, the two most actionable things marketers can do is optimize their ad creative and improve their targeting by building lookalike audience profiles of their best users,” Mr. Mink said.

Source: Mobile Marketer

Articulos relacionados

Estudios: ¿Cuántos clientes salen de la tienda con las manos vacías?

Estudios: ¿Cuántos clientes salen de la tienda con las manos vacías?

Marzo 23, 2017

  El 63% de los clientes que entran en una tienda se va con las manos

Estudios: ¿Qué esperan los consumidores de las tiendas físicas?

Estudios: ¿Qué esperan los consumidores de las tiendas físicas?
Marzo 23, 2017

  Los establecimientos de los retailers además de competir entre si, tiene ahora que hacerlo contra

Estudios: ¿Quién lidera el mercado de Televisores en LATAM?

Estudios: ¿Quién lidera el mercado de Televisores en LATAM?

Marzo 23, 2017

  En los últimos 10 años, Samsung ha vendido 427 millones de televisiones en el mundo,

Estudios: ¿Quiénes son los mayores compradores de agua embotellada en LATAM?

Estudios: ¿Quiénes son los mayores compradores de agua embotellada en LATAM?

Marzo 23, 2017

  En cada hogar mexicano durante el 2016 se compraron más de mil 500 litros

Estudios: Confianza de Consumidor Uruguayo a la Baja

Estudios: Confianza de Consumidor Uruguayo a la Baja

Marzo 23, 2017

  Mediante su monitoreo mensual, el indice SURA de Confianza del Consumidor (ICC) registró en febrero

Últimas Noticias

Estudios: AR or VR Ads?
Marzo 21, 2017

Estudios: ¿Happy or Not?
Marzo 13, 2017

Newsletter

SECTIONS

América Retail