How are users able to find my amazing App? It is a common question when planning mobile marketing strategy. Not easy to answer because of the difficult to capture the attention of the potential users in mobile environments, but we have some interesting metrics that will help us in order to focus marketing efforts.
The “European Technographics Consumer Technology Online Survey 2012″ and via Forrester bring us some data about users behaviours when discovering and using mobile apps. The main top 7 are next:
- AppStore and Google Play browsing: it looks like users really love to get lost in the woods of millions of Apps without a clear destination and find something interesting to try out. Human curiosity! 63% iOS users, 58% Android users.
- Word to mouth: as usual, one of the most important way to be present in the user thoughts is to be recommended by someone really reliable for her/him. For me, it is the critical channel. We can spend a lot of money in order to be present and top-positioned in the stores, but making other users talk about your App – in a positive way- is a cheaper and a powerful way to multiply your downloads. Be viral, my friend! 50% iOS users, 41% Android users.
- Promoted by stores: well, similar to the main choice, featured Apps have a special place in the user heart. I will write a post with the best ways to be featured by both markets, but you know, they really love quality and high value apps.34% iOS users, 25% Android users.
- Preinstalled app into device: mmm…it’s ok, but there is not much thing to do about this. iPhone users really like to use the well-known iApps. Android users are more promiscuous in this sense, but if you can be part of a new manufacturer custom Android release for sure you will have a lot of things won.20% iOS users, 23% Android users.
- Social Media: my second favourite way to reach the user’s eyes. Social Media is a powerful tool in order to expand through the user’s friends. But in that sense I think we should be careful: bad Social Media plans, stupid-agressive and undesired notifications make me think about future changes in the Social channel behaviour. Be social, but dont be irritating!19% iOS users, 15% Android users.
- Internet browsing: typical navigation is still a way to find apps. Not so important as the others, Internet browsing has not to be discarded yet.16% iOS users, 13% Android users.
- Classical search engines: I heard Google? Yes, the medieval way to find things is still working. Dont forget it. 14% iOS users, 16% Android users.
In next posts i will talk about the main options in order to make our App visible, some interestings platforms – as AppGratis, recently banned from Apple Stored – that becomes interestings bridges between user and mobile apps developers.