How Consumers Really Find And Use Your Apps
Before you enjoy that cup of coffee each morning, chances are you’ve already turned to a mobile app to start your day. Whether it’s finding your way to a meeting, logging your fitness routine, or even adding the cost of that latte to your weekly budget, one thing is clear:
Apps are now an integral part of our daily micro-moments, with people spending an average of 30 hours per month in them. Apps play a key role in those I-want-to-know, I-want-to-go, I-want-to-do, I-want-to-buy moments.
App discovery doesn’t just happen in the app store
People are finding out about apps in all kinds of instances while using their smartphones—when they’re engaged in an app, searching for another specific app, watching a YouTube video, or even surfing a mobile website. Search is a major source for app discovery, according to our research: One in four app users discovers an app through search. Say, for example, a business traveler has to fly to Miami on short notice and needs to find a place to stay. He heads to Google Search to look for “hotels in Miami” and finds an app that lists available local hotel rooms and short-term rentals. Because he’s a frequent traveler, he decides to download the app to help him book his stay.
Discovery through a search engine is especially prevalent for local apps, as are the tech (looking for reviews of new gadgets, for example) and travel (such as wanting to confirm trip details) categories.
Make your app discover-able everywhere, including search
People not only turn to search to find new apps; they actually download apps because of search ads. They’re among the most effective ad formats for driving app downloads: Of those who downloaded an app based on an ad viewed on their smartphone, 50% said they were prompted to do so by a search ad. This shift in how consumers find and learn about new apps paves the way for marketers to rethink their brand’s approach to app discovery. And there’s good reason to tap into search to help boost app awareness. Search ads don’t just raise app visibility; they also drive app downloads—by being there at the exact moment when a consumer is actively looking for apps.
Make your app’s value clear
App users need an incentive to reengage with an app they’ve abandoned. And there are ways to draw app users back to your brand. Thirty percent of those surveyed in our research say they’d start using an app again if they were offered a discount toward a purchase, and nearly a quarter of app users would return if they received exclusive or bonus content. This is particularly true for the travel and retail categories: Those surveyed said they would use a travel (40%) or retail (47%) app again if they received a discount or coupon offer.
Another way to help people find what they’re looking for is by adding deep links to your ads. This way, the mobile app engagement ad links to the most relevant parts of your app.
A deep link could bring that marathoner directly to listings inside the app for running shoes for women.
Talk to us today, at The MMIT, and let’s explore the possibilities of your project.