“Lesser known retail apps outperformed 33% of leading retail brands. Lesser known news apps outperformed more than 66% of leading news brands. In the last six months across all categories, lesser known apps on average outperformed 46% of leading brands.”
In other words, mobile success is a leading indicator of business success.
This is of course completely obvious for companies that are mobile-only, like mobile games publishers. But it’s increasingly an under-the-surface tell for the average company that has offline business, physical products, and real-world services, because most of those now come with companion mobile apps. Seeing the success — or failure — of those mobile apps is a strong indicator of the health of the business.
One of the most interesting insights app usage can highlight is emerging winners. And on how they’re finding ways to grow in an age of privacy as Apple has and Google soon will implement technological restrictions that make it harder — if not impossible — to track, find, and target high-value customers.
“The limelight is on the Transcender category more than any other,” Apptopia VP Adam Blacker told me via email. “This report is not only trying to understand how much brand matters but what are the most creative ways to boost install numbers given the privacy environment we find ourselves in today where hyper-targeted advertising is harder to execute on.
“Today’s CMOs are always on the lookout for successful growth strategies,” Greg Wester, head of On-Device Marketing at Digital Turbine, said in a statement. “Having a method to identify the brands whose brand growth or mobile performance growth is truly outpacing the competition was the missing piece.”
France Dernières Nouvelles, France Actualités
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