Mobile App Insights and Opportunities 2023-24

Page 1

Unveiling Inspiring Stories

Mobile App Insights & Opportunities 2023 - 2024


$V WKH QXPEHU RI DSS GRZQORDGV PRELOH XVHUV DQG PRELOH GHYLFHV ZRUOGZLGH LV SURMHFWHG WR FRQWLQXH WR LQFUHDVH LQ LW V FOHDU KRZ LQWHJUDO PRELOLW\ LV WR RXU VRFLHW\

%\ WKHUH ZLOO EH PRUH WKDQ ELOOLRQ PRELOH XVHUV ZRUOGZLGH ,Q DQQXDO PRELOH DSS GRZQORDGV ZLOO EH PRUH WKDQ ELOOLRQ GRZQORDGV 7KDW V D VHYHQ SHUFHQW LQFUHDVH \HDU RYHU \HDU 1RZ LV WKH WLPH IRU XVHU DFTXLVLWLRQ

,Q DSS VWRUH VSHQG KLW E\ ELOOLRQ ZRUOGZLGH DQ LQFUHDVH RI SHUFHQW \HDU RYHU \HDU ,Q WKH DYHUDJH GDLO\ WLPH VSHQW RQ D PRELOH GHYLFH UHDFKHG PRUH WKDQ IRXU KRXUV DQG WHQ PLQXWHV DQ LQFUHDVH RI SHUFHQW \HDU RYHU \HDU

SHUFHQW RI WLPH VSHQW RQ PRELOH LV VSHQW XVLQJ DSSV VRFLDO QHWZRUNLQJ DQG FRPPXQLFDWLRQ DSSV WDNLQJ XS SHUFHQW

2QO\ HLJKW SHUFHQW RI WLPH VSHQW RQ PRELOH LV VSHQW XVLQJ D ZHE EURZVHU $PHULFDQV VSHQW HLJKW SHUFHQW PRUH WLPH RQ PRELOH WKDQ ZDWFKLQJ OLYH 79 HDFK GD\ SHUFHQW RI XVHUV DEDQGRQ D SURGXFW DIWHU RQO\ RQH XVH *HQHUDWLRQ = DJHV 0LOOHQQLDOV DJHV DQG *HQ ; %DE\ %RRPHUV DJHV VSHQG SHUFHQW SHUFHQW DQG SHUFHQW PRUH WLPH \HDU RYHU \HDU UHVSHFWLYHO\ LQ WKHLU PRVW XVHG DSSV

0RELOH XVHUV GRQ W MXVW ¿QG WKHLU GHYLFHV FRQYHQLHQW WKH\ DUH GHSHQGHQW RQ WKHP *LYHQ WKH FRQWLQXHG LQFUHDVH LQ GHSHQGHQFH RQ PRELOH LW V FULWLFDO WR DGDSW EXVLQHVV PRGHOV WR PDWFK NH\ DXGLHQFHV EHKDYLRU ,I D ODUJH PDMRULW\ RI \RXU DXGLHQFH LV PRELOH ¿UVW RU PRELOH RQO\ \RXU EXVLQHVV QHHGV WR FRPPXQLFDWH ZLWK WKHP EDVHG RQ WKHLU SUHIHUHQFH

0RELOH 3HUIRUPDQFH :KHQ LW FRPHV WR PRELOH XVHUV KDYH H[FHSWLRQDOO\ KLJK VWDQGDUGV IRU IXQFWLRQDOLW\ DQG SHUIRUPDQFH ,W V PDQGDWRU\ WR DGDSW GLJLWDO FRQWHQW WR WUDQVODWH VHDPOHVVO\ DFURVV YDU\LQJ VFUHHQ VL]HV DQG PXOWLSOH GHYLFHV 1DWLYH DSSV DUH IDVW UHVSRQVLYH DQG GHOLYHU D JHQHUDOO\ ZHOO UHFHLYHG XVHU H[SHULHQFH 7KHVH DSSOLFDWLRQV KDYH DFFHVV WR LQEXLOW KDUGZDUH DV ZHOO DV VXSSRUW IRU HYHU\ LQWHUIDFH LQWHUDFWLRQ R൵HUHG E\ WKH UHVSHFWLYH RSHUDWLQJ V\VWHP 1HYHUWKHOHVV HQWHUSULVHV FDQ W QHJOHFW PRELOH ZHE FRQWHQW 0RELOH ZHE DSSOLFDWLRQV DUH LGHDOO\ VXLWHG IRU FRQWHQW FRQVXPSWLRQ DQG FDQ EH GHVLJQHG WR LPLWDWH QDWLYH DSSV +RZHYHU ZHE DSS XVDELOLW\ UHOLHV KHDYLO\ RQ ZHE EURZVHU SHUIRUPDQFH ,W V FUXFLDO IRU \RXU PRELOH ZHE GHVLJQ WR DGMXVW FRQWHQW DQG GHWHUPLQH GHYLFH UHVROXWLRQ WR SURSHUO\ DFFRPPRGDWH WKH SUHVHQWDWLRQ DQG GHOLYHU\ RI GLJLWDO PHGLD


$Q\ PRELOH HQWHUSULVH DSS QHHGV WR EH WKRURXJKO\ WHVWHG 3HUIRUPDQFH IDFWRUV OLNH ORDG WLPHV SURGXFW FUDVKHV DQG FRPSOLFDWHG UHJLVWUDWLRQ ¿HOGV DOO DGG XS WR SRRU XVHU H[SHULHQFH DQG FDQ UXLQ \RXU FKDQFHV RI PDUNHW VXFFHVV

$SS FUDVKHV FDXVH SHUFHQW RI XQLQVWDOOV SHUFHQW RI EXJV DUH UHSRUWHG RQ L26 GHYLFHV SHUFHQW RI LQ DSS GHIHFWV DUH IRXQG E\ WKH XVHU SHUFHQW RI DSSV QHHG PRUH WLPH IRU WHVWLQJ SHUFHQW RI XVHUV DUH IUXVWUDWHG E\ LQWHUIDFH LQFRQVLVWHQFLHV SHUFHQW RI XVHUV DUH IUXVWUDWHG E\ RYHUDOO DSS SHUIRUPDQFH SHUFHQW RI XVHUV ZLOO LPPHGLDWHO\ DEDQGRQ DQ DSS LI WKH\ GRQ¶W ¿QG LW YDOXDEOH SHUFHQW RI XVHUV DEDQGRQ DQ DSS EHFDXVH LW WDNHV WRR ORQJ WR ORDG SHUFHQW RI XVHUV DUH XQKDSS\ LI WKH\ KDYH WR ZDLW ORQJHU WKDQ WKUHH VHFRQGV IRU \RXU DSS WR ORDG SHUFHQW RI XVHUV VD\ D SRRU PRELOH H[SHULHQFH QHJDWLYHO\ LPSDFWV WKHLU RSLQLRQ RI WKH EUDQG

7KULYLQJ 'HPDQG RI 0RELOH $SS 'HYHORSPHQW LQ %XVLQHVV 0RELOH 0DUNHWLQJ $FKLHYLQJ PRPHQWXP LQ WKH PRELOH DSS PDUNHW LV GL൶FXOW IRU HYHQ WKH PRVW HVWDEOLVKHG HQWHUSULVHV 'UDIWLQJ D WKRURXJK PRELOH PDUNHWLQJ SODQ LV WKH FRUQHUVWRQH IRU FRQWLQXRXV JURZWK DQG VXFFHVV IRU DQ DOUHDG\ H[LVWLQJ RU QHZ SURGXFW 7KH PDUNHWLQJ FRPSRQHQW RI \RXU RYHUDOO GHYHORSPHQW SURFHVV LV RQJRLQJ DQG UHTXLUHV FRQVWDQW PDLQWHQDQFH ż SHUFHQW RI XVHUV VD\ WKH\ GLVFRYHUHG D QHZ FRPSDQ\ RU SURGXFW ZKHQ FRQGXFWLQJ D VHDUFK RQ WKHLU VPDUWSKRQHV ż RI ORFDWLRQ EDVHG PRELOH VHDUFKHV UHVXOW LQ DQ R൷LQH SXUFKDVH ż 2QO\ SHUFHQW RI PDUNHWHUV VD\ WKH\ FXUUHQWO\ XVH D PRELOH DSS SODWIRUP WR PDUNHW WR WKHLU SURVSHFWV DQG FXVWRPHUV ż ,Q PRELOH DG VSHQG ZLOO KLW PRUH WKDQ ELOOLRQ SHUFHQW JURZWK \HDU RYHU \HDU ż 0RELOH DG SODFHPHQWV JUHZ SHUFHQW \HDU RYHU \HDU LQ WKH 8QLWHG 6WDWHV ż /HYHUDJLQJ D PXOWL FKDQQHO HQJDJHPHQW VWUDWHJ\ SURYHV WR EH D SRZHUIXO UHWHQWLRQ PHWKRG ZLWK UHWHQWLRQ UDWHV EHLQJ SHUFHQW KLJKHU WKDQ DSSV WKDW RQO\ HQJDJH XVHUV ZLWK RQH FKDQQHO ż 7KH PRVW SRSXODU IRUP RI DSS VWRUH RSWLPL]DWLRQ $62 FDPH LQ WKH IRUP RI GHVFULSWLRQ XSGDWHV DW SHUFHQW ż $SS LFRQ XSGDWHV ZHUH WKH VHFRQG PRVW IUHTXHQW IRUP RI $62 DW SHUFHQW XS SHUFHQW \HDU RYHU \HDU ż 0RELOH DG SODFHPHQWV JUHZ SHUFHQW \HDU RYHU \HDU LQ WKH 8QLWHG 6WDWHV ż *OREDO VSHQG DFURVV L26 DQG *RRJOH 3OD\ 6WRUHV WR KLW PRUH WKDQ ELOOLRQ LQ JURZWK RI SHUFHQW \HDU RYHU \HDU 7KH PRELOH DSS PDUNHW FRQWLQXHV WR HYROYH DW D UDSLG SDFH &RQQHFWHG FXVWRPHU H[SHULHQFHV DUH VHHQ DV D UHTXLUHPHQW IURP EXVLQHVVHV DQG VHUYLFHV DOLNH $V D UHVSRQVH RUJDQL]DWLRQV QHHG WR H[SDQG EH\RQG WKHLU HVWDEOLVKHG WDFWLFV WRRONLWV DQG FKDQQHOV WR UHDFK DQG DFTXLUH WKHLU DXGLHQFHV DQG PHHW WKH H[SHFWDWLRQV RI PRELOH DSS FXVWRPHUV


,QGXVWULHV 8WLOL]LQJ 0RELOH $SS IRU WKH EXVLQHVV" /RRNLQJ DW D EUHDNGRZQ RI HDFK PRELOH DSS YHUWLFDO SURYLGHV ZLOGO\ GL൵HUHQW LQVLJKWV LQWR KRZ XVHUV LQWHUDFW ZLWK PRELOH DSSV :LWK HDFK YHUWLFDO DQG FDWHJRU\ UHWHQWLRQ UDWHV VHVVLRQ GXUDWLRQ DQG LQ DSS DFWLYLW\ YDU\ %DQNLQJ $QG )LQ7HFK ,Q %DQNLQJ DQG )LQ7HFK DSS GRZQORDGV KLW D UHFRUG PRUH WKDQ ELOOLRQ GRZQORDGV 7LPH VSHQW LQ )LQDQFH DSSV GXULQJ ZDV XS PRUH WKDQ ZRUOGZLGH RXWVLGH RI &KLQD LQ \HDU RYHU \HDU

)RRG 5HVWDXUDQWV $QG 465V>TXDOLW\ VDIHW\ UHYLHZ@ ,Q IRRG GHOLYHU\ DQG WDNHRXW DSSV ÀRXULVKHG 8VHUV FORFNHG XS DQ HVWLPDWHG ELOOLRQ VHVVLRQV ,Q WKH 8QLWHG 6WDWHV IRRG GHOLYHU\ DSSV ZLWQHVVHG \HDU RYHU \HDU JURZWK RI SHUFHQW LQ 4

7UDYHO ,Q WKH 86 RXWGRRU H[SORUDWLRQ DSSV UHFUHDWLRQ JRY DQG *HRFDFKLQJ VDZ VWURQJ GRZQORDG JURZWK DW DQG UHVSHFWLYHO\ WR WRS PLOOLRQ GRZQORDGV LQGLFDWLQJ D GHVLUH IRU RXWGRRU DFWLYLWLHV

+HDOWK $QG )LWQHVV 0HGLFDO DSS GRZQORDGV JUHZ SHUFHQW \HDU RYHU \HDU ² VSXUUHG E\ GHPDQG IRU &29,' WUDFLQJ DQG WHOHKHDOWK DSSV 'RZQORDGV VXUSDVVHG ELOOLRQ DFURVV +HDOWK )LWQHVV DQG 0HGLFDO DSSV 'HPDQG IRU DW KRPH H[HUFLVH VSXUV JURZWK LQ PRELOH V VKDUH RI ZDOOHW *URZWK <HDU 2YHU <HDU LQ &RQVXPHU 6SHQG WR ELOOLRQ

5HWDLO H FRPPHUFH &ROOHFWLYHO\ SHRSOH VSHQW ELOOLRQ KRXUV LQ 6KRSSLQJ DSSV LQ 7KDW V DQ LQFUHDVH RI JURZWK IURP $PHULFDQV VSHQW ELOOLRQ RQ PRELOH UHWDLO DSSV EHWZHHQ 1RYHPEHU DQG 'HFHPEHU 7KLV ZDV JURZWK \HDU RYHU \HDU &RPELQHG VRFLDO FRPPHUFH ,QVWDJUDP 3LQWHUHVW DQG OLYH VKRSSLQJ DUH SRLVHG WR EH D WULOOLRQ PDUNHW E\


2WKHU 3URPLVLQJ 1LFKHV IRU WKH PRELOH $SS PDUNHW 7RXULVP ± VHDUFKLQJ IRU KRWHOV DQG UHVRUWV WLFNHW ERRNLQJ LQWHUDFWLYH PDSV 0HGLFLQH ± FRQVXOWDWLRQV RQOLQH PHGLFDO DSSRLQWPHQW ERRNLQJ FDOOLQJ D GRFWRU &DU EXVLQHVV ± UHQWDO UHSDLU DQG PDLQWHQDQFH 5HVWDXUDQWV FDIHV HWF ± SURPRWLRQV PHQXV RUGHULQJ GHOLYHU\ (QWHUWDLQPHQW IDFLOLWLHV DQG OHLVXUH ± YDULRXV FOXEV %HDXW\ LQGXVWU\ ± PDNLQJ DSSRLQWPHQWV ZLWK VSHFLDOLVWV LQWHUDFWLYH SULFH OLVWV LQIRUPDWLRQ DERXW VHUYLFHV

'HOLYHU\ VHUYLFHV DQG VWRUHV ± SURGXFW FDWDORJ RUGHULQJ SULFH )LWQHVV DQG EHDXW\ ± VFKHGXOH RQOLQH UHJLVWUDWLRQ UHYLHZV $OPRVW DQ\ HQWHUSULVH RSHUDWHV LQ WKH VHUYLFH VHFWRU :K\ 'R %XVLQHVVHV 1HHG D 0RELOH $SS"

6DOHV JURZWK $XGLHQFH %XLOGLQJ 0DUNHWLQJ &RPPXQLFDWLRQ &KDQQHOV %XVLQHVV 3URFHVV 2SWLPL]DWLRQ &XVWRPHU OR\DOW\ JURZWK &RPSHWLWLYH DGYDQWDJH $ VRXUFH RI YDOXDEOH DQDO\WLFV

&RXQWULHV ZLWK +LJKHVW PRELOH 8VHUV LQ PLOOLRQV &KLQD ,QGLD 86$ ,QGRQHVLD %UD]LO 5XVVLD -DSDQ 0H[LFR 6RXUFHV KWWSV ZZZ VWDWLVWD FRP VWDWLVWLFV ZRUOGZLGH WRS FRXQWULHV VPDUWSKRQH XVHUV


7UHQGV WKDW ZLOO GRPLQDWH WKH PRELOH DSS GHYHORSPHQW DUHQD LQ

&KDWERWV DQG YRLFH DVVLVWDQWV ZLOO DXWRPDWH WKH PRVW IUHTXHQW KXPDQ LQWHUDFWLRQV $, LQWHJUDWLRQ ZLOO LPSURYH XVHU HQJDJHPHQW DQG VDYH EXVLQHVVHV D ORW RI PRQH\ ,W¶V UHSRUWHG WKDW E\ RI DOO FXVWRPHU LQWHUDFWLRQV DUH H[SHFWHG WR RFFXU YLD FKDQQHOV WKDW VXSSRUW $UWL¿FLDO ,QWHOOLJHQFH $,

6WDWLVWD UHSRUWV WKDW E\ WKH JOREDO $5 KHDGVHW VKLSPHQWV ZLOO FURVV PLOOLRQ XQLWV ZKLFK LV WLPHV PRUH WKDQ WKH ¿JXUHV UHFRUGHG LQ $V $XJPHQWHG 5HDOLW\ EHFRPHV KLJKO\ SHUYDVLYH WRGD\ FULWLFDO LQGXVWU\ ¿HOGV VXFK DV WUDLQLQJ VDIHW\ LQGXVWULDO PDLQWHQDQFH HGXFDWLRQ DQG KHDOWKFDUH ZLOO KDYH WR DGRSW $5 SRZHUHG PRELOH WDEOHW DSSV

,QFUHDVLQJ LQLWLDWLYHV XQGHUWDNHQ E\ H FRPPHUFH SOD\HUV LQ UHFHQW \HDUV KDYH VSXUUHG WKH JURZWK RI PRELOH ZDOOHWV GLJLWDO ZDOOHWV VXFK DV $SSOH 3D\ 3D\3DO DQG $PD]RQ 3D\ ,Q WKH 8QLWHG 6WDWHV DORQH WKH PRELOH ZDOOHW PDUNHW VL]H LV VHW WR UHJLVWHU D &$*5 RI GXULQJ &RQYHQLHQFH HDVH RI XVH DYDLODELOLW\ RI LQH[SHQVLYH VPDUWSKRQHV DQG H[WHQVLYH SURPRWLRQ IURP EDQNLQJ VHUYLFH SURYLGHUV DUH VRPH RI WKH UHDVRQV WKDW HQFRXUDJH VKRSSHUV DQG FRQVXPHUV WR DGRSW PRELOH ZDOOHWV

7KH LQFUHDVLQJ FRQVXPHU GHPDQG IRU IDVWHU GDWD VSHHG ORZ ODWHQF\ HQKDQFHG XVHU H[SHULHQFH GULYHQ E\ $XJPHQWHG 5HDOLW\ $5 DQG 9LUWXDO 5HDOLW\ 95 8+' YLGHRV VHDPOHVV YLGHR FDOOLQJ DQG JDPLQJ H[SHULHQFH ZLOO IRUFLEO\ GULYH * DGRSWLRQ LQ 5HVHDUFK GLVFORVHV WKDW WKH * VHUYLFHV PDUNHW LV SURMHFWHG WR JURZ DW D &$*5 RI GXULQJ ZLWK D UHYHQXH IRUHFDVW RI 86' %LOOLRQ E\

/RDGLQJ WLPH D൵HFWV \RXU ERWWRP OLQH WHUULEO\ $Q H FRPPHUFH VLWH WKDW PDNHV D GD\ ZLOO ORVH PLOOLRQ LQ VDOHV DQQXDOO\ HYHQ LI WKHUH LV D VHFRQG GHOD\ LQ LWV ORDGLQJ WLPH $FFHOHUDWHG 0RELOH 3DJHV $03 SOXJLQ ODXQFKHG E\ *RRJOH LV EHFRPLQJ D PDQGDWRU\ IDFWRU WKDW GHWHUPLQHV \RXU PRELOH VLWH¶V UDQNLQJ $03 RSWLPL]HG ZHE PRELOH SDJHV ZLOO UDQN IDVWHU DQG EHWWHU DQG RZQ WKH GRXEOH FKDQFH RI FRQYHUWLQJ YLVLWRUV LQWR FXVWRPHUV 7\SHV RI 0RELOH $SSV E\ 7HFKQRORJ\ 7KHUH DUH WKUHH EDVLF W\SHV RI PRELOH DSSV LI ZH FDWHJRUL]H WKHP E\ WKH WHFKQRORJ\ XVHG WR FRGH WKHP

1DWLYH DSSV DUH FUHDWHG IRU RQH VSHFL¿F SODWIRUP RU RSHUDWLQJ V\VWHP :HE DSSV DUH UHVSRQVLYH YHUVLRQV RI ZHEVLWHV WKDW FDQ ZRUN RQ DQ\ PRELOH GHYLFH RU 26 EHFDXVH WKH\ UH GHOLYHUHG XVLQJ D PRELOH EURZVHU +\EULG DSSV DUH FRPELQDWLRQV RI ERWK QDWLYH DQG ZHE DSSV EXW ZUDSSHG ZLWKLQ D QDWLYH DSS JLYLQJ LW WKH DELOLW\ WR KDYH LWV RZQ LFRQ RU EH GRZQORDGHG IURP DQ DSS VWRUH


/HDGLQJ 0RELOH $SS 'HYHORSPHQW )UDPHZRUNV LQ

/HDGLQJ PRELOH DSSOLFDWLRQ GHYHORSPHQW IUDPHZRUNV WKDW GHYHORSHUV QHHG WR H[SORUH LQ

6ZLIW

)OXWWHU

&

5HDFW 1DWLYH

-DYD

,RQLF

+70/

;DPDULQ

3+3

1DWLYH6FULSW )HOJR 0RELOH $QJXODU 8,

)XWXUH RI 0RELOH 8VHU DQG $SS 'HYHORSPHQW 3UHGLFWLRQV )RU $QG %H\RQG 0RELOH EROVWHUHG WKH DG LQGXVWU\ LQ ² JURZLQJ WR ELOOLRQ LQ PRELOH DG VSHQG DQG VHW WR WRS ELOOLRQ LQ 1HDUO\ SHUFHQW RI VPDUWSKRQH XVHUV ZLOO EH XVLQJ YRLFH DVVLVWDQWV E\ %\ LW LV H[SHFWHG WKDW ELOOLRQ SHRSOH ZLOO ZDWFK YLGHR RQ WKHLU PRELOH SKRQHV XS IURP ELOOLRQ LQ ,Q WKH DYHUDJH PRELOH VWUHDPHU LQ WKH 86 6RXWK .RUHD DQG WKH 8. ZLOO GRZQORDG DQG PRUH YLGHR VWUHDPLQJ DSSV %XVLQHVV DQG (GXFDWLRQ DSSV DUH SRLVHG WR VHH D \HDU &$*5 RI DQG LQ 0RELOH JDPLQJ LV RQ WUDFN WR VXUSDVV ELOOLRQ LQ FRQVXPHU VSHQGLQJ LQ ² FDSWXULQJ [ RI WKH PDUNHW FRPSDUHG WR DOO RWKHU JDPLQJ SODWIRUPV FRPELQHG ,Q WKH KRPH ZLOO UHPDLQ WKH HSLFHQWHU RI RXU VRFLDO DQG ZRUNLQJ OLYHV ² ZLWK PRELOH GULYLQJ SHUFHQW DFFHOHUDWLRQ LQ ³DW KRPH´ DFWLYLWLHV ,Q DSSUR[LPDWHO\ PLOOLRQ 86 XVHUV ZLOO EH XVLQJ YRLFH DVVLVWDQWV %\ ,'& IRUHFDVWV WKDW ZRUOGZLGH VSHQGLQJ RQ SXEOLF FORXG VHUYLFHV DQG LQIUDVWUXFWXUH ZLOO QHDUO\ GRXEOH WR DURXQG ELOOLRQ 7KH JOREDO PRELOH ZRUNIRUFH LV H[SHFWHG WR UHDFK ELOOLRQ ZRUNHUV RYHU SHUFHQW RI WKH JOREDO ZRUNIRUFH E\


Issuu converts static files into: digital portfolios, online yearbooks, online catalogs, digital photo albums and more. Sign up and create your flipbook.