Research / Insights on current and emerging industry topics
Navigating mobile hurdles in 7 charts
March 8, 2016 | By Michelle Manafy, Editorial Director – DCN @michellemanafy
The case for mobile has been made. But it comes as no surprise to anyone developing content for mobile, creating mobile experiences, and developing monetization strategies that there are many issues that need to be address to pave the way for success.
Finding your audience
Mobile is certainly a given in any content delivery plan. However, there are demographic segments that must be prioritized in terms of mobile development.
Deciding which platforms to prioritize in terms of app development can’t be based solely upon gross popularity. Certain platforms attract specific demographic segments and verticals experience distinctly different levels of conversion success depending upon platform.
Monetizing mobile
The average monthly per-app revenue is in the range of $5k to $11k depending on the platform. Windows Phone is the highest money-maker at $11.4k per month per app. Those that develop for the Apple iOS make an average of about $8.1k per month per app. For Android, the average revenue is $4.9k per month per app.
It is interesting to note that, since Windows has only a niche audience, the app store is not as fragmented as the Android and iOS counterparts. Thus app discoverability is much easier and the competition among apps is less. Thus developers on the Windows App Store seem to enjoy the highest monthly revenue.
Making ads work
Regardless of platform, the majority of app revenue is generated through advertising. Unfortunately, the ad experience on mobile has not been one users have reacted to favorably. Thus, it is important to be aware of what mobile content consumers don’t like about mobile ad experiences in order to address these issues. Significantly, these opinions vary based upon types of mobile users.
As important as it is to understand what annoys consumers in terms of mobile advertising, it is also useful to know how mobile content consumers react to a variety of formats and factors in order to create effective ad experiences.
And, of course, once ad experiences are optimized for consumers on mobile, marketers have made it clear that it essential that the effectiveness of these campaigns be accurately measured.
