Mobile App Usage Survey & Global Consumer Behaviour Trends 2022

Global Consumer Survey Findings tell us how much consumer behaviour has changed

Affordable Apps Blog - MarketingTech

Are you on the most visible real estate on the planet?


Consumers are evolving in the way they access information before buying. Is your business evolving with them?
 
I'm talking about Apps on your smartphone.


According to a Global Consumer Survey “The Mobile Customer Imperative” by Airship, a company that helps brands master mobile app experiences through research and data:
 
"Apps have an inherent advantage to reach people wherever they are, in the exact moment it matters most, on the most visible real estate on the planet - smartphones"

 

Airship’s consumer survey was conducted among 9,143 respondents across the U.S., U.K., France, Germany, Australia, Singapore and India. The survey shows that consumers across most industries are either using apps more or about the same since the pandemic began.

                                     

Brands now have to figure out how best to leverage the surge in app usage to more quickly capture greater business value.

 

Airship’s survey discovered several important insights into how brands can optimise app experience to better support customers throughout their journey.



Mobile App Usage Trends


In this blog, we’ll discuss six of these important mobile app usage trends from the survey findings. Some of these findings also paint a wider picture on consumer behaviour trends, and are useful for other marketing channels not just mobile apps:


  • Apps are no longer dominated by just the social media and entertainment sectors. We've witnessed strong growth in retail, medical, health and fitness, utilities and financial services too.

 

Global Consumer Survey & Behaviour Trends 2022 - 2

Are you missing a trick nurturing your customers and prospect simply using generic, one-size fits all emails?


  • Top reasons for opting into brand communications on smartphones are: earn discounts or loyalty points, access to early sales events or exclusive product launches, personalised offers based on browsing behaviour or past purchases.



Best way to communicate these messages in a timely, targeted way? Push notifications or a message centre on your app where your customers can check them out in their own time.



  • More than 60% of baby boomers (57+) are using apps more or about the same across every app category, except for Education, Travel and Hospitality which appeared to have taken a hit during the pandemic.


If the baby boomer demographic is your current or potential customer, surely there's an opportunity there to persuade them, with their higher spending power, to migrate to apps?
 

To find out what you'll need to do to nurture your customers via an app so they'll keep coming back for more, watch my LinkedIn Replay (less than 20 minutes)


  • Personal information consumers are happy to part with in exchange for special incentives or personalised interactions with the brand are: email addresses, their names and interests relevant to the brand, as well as communication preferences.



Consumers are least willing to share information on their social profiles, what they browsed across unrelated apps and sites, their location throughout the day

 

Something to note when you design your sign up forms for your website landing page, paid adverts or on your app.


  • Key to retaining app users is giving them control over their data and how they prefer to interact with a brand

 

From the research, we know that the inability among app users to control the frequency and relevancy of messages received are top reasons why app users OPT OUT.

 

Consumers are more likely to stay opted into brand communications if they have control over 1) the reason 2) frequency 3) channel of communication.

  • The survey looked at email marketing and found that, globally 48% always or often ignore or delete without reading a brand’s emails that they subscribe to.

How do they dissociate themselves from the brand's emails, you may ask? Of the same sample of respondents:

               

  • 41% said they simply unsubscribe
  • 35% delete emails by scanning WHO it’s from
  • 34% delete emails by scanning the SUBJECT line


But fear not, this doesn't spell the end of email marketing. What this spells the end of is generic, one-size-fits-all email marketing

 

There is a huge untapped opportunity that shockingly, 91% of email marketing we see today still don't take advantage of.

Find out what this is in my second LinkedIn Replay (less than 20 minutes)
 
Do you have an idea for an app? If so we'd love to hear it! Do tell us more by completing our Affordable App Questionnaire.

 

MarketingTech is an affordable, home grown mobile app agency for small and medium sized businesses (SMEs), providing a one-stop shop for all your app-y needs.

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