Re: Industry Research/Data

Kylie,

Thanks a lot for the thorough reply and those useful links. That helps a
lot. I don't expect responses to all of the topics below but if anyone
cares to share information/data about these topics I am keen to learn more.


   1.

   Click through rates comparing email, SMS, and push notifications
   2.

   Customer concerns about privacy
   3. CPG’s coupon redeemability--essentially, are there restrictions on
   CPG redeemability that Digital Offers could solve?


Thanks everyone! I am looking forward to meeting with you all again soon.
Adam


On Wed, Feb 15, 2017 at 5:02 AM, <kylie.v.davies@accenture.com> wrote:

> Hi Adam,
>
>
>
> Quite a lengthy email but hopefully some helpful intel below. We’ve
> completed a few surveys and thought leadership around consumer mobility at
> Accenture. See attached a report on Mobile Apps (it has a few useful
> stats). You can also find/search for other reports and errr, ‘light
> reading’ on our website <https://www.accenture.com/gb-en/new-applied-now>.
>
>
>
> *Some Accenture 2016 findings:* The typical mobile app, cross-industry,
> suffers with around 75% churn of users in a 3-month duration. It is prudent
> to consider users following a non-stop cycle where they toggle between all
> available digital solutions based on ease of use. Essentially, users tend
> to follow the “path of least resistance”.
>
>
>
> While it may initially appear useful to think of the mobile web simply as
> the “funnel” that leads users towards the mobile app – primarily used by
> “power users” who are “loyal”, in our experience this approach is a
> fallacy. Realistic usage patterns indicate that “casual” and “loyal” users
> exist among both mobile web and mobile app solutions. In fact, according to
> mobile marketing service provider Localytics, the average mobile app
> retention rate (cross-industry) in 2015 was 25% after 90 days (link
> <http://info.localytics.com/blog/mobile-apps-whats-a-good-retention-rate>).
> In other words, across all industries, 75% of all app users churn within 90
> days. For eCommerce / Retail category, the churn rate is even higher, at
> 82%.
>
>
>
> *Interesting note:* Recent data indicates that a growing share of users’
> time in-app is actually being spent browsing the web. For example, users
> spend a considerable amount of time online inside apps like Instagram
> looking at their friend's pictures. A deeper look at global mobile web
> traffic share on iOS devices indicates a large share of web traffic by time
> spent (46%) comes from nonstock or non-native web browsers. Out of the
> overall nonstock web-browsing behavior, 94% of time spent is driven by
> in-app browsing or app webviews. In other words, roughly 43% of all time
> spent browsing the internet on iOS devices is driven by in-app browsing.
> For Android, this share is a little lower but still appreciable, at nearly
> 39%. Simply put, consumers are spending more time browsing the web outside
> of browsers, driven by mobile. The further drives the implication that “all
> web is mobile web”.
>
>
>
> I also found the following info (I’m not sure if you can leverage data
> from these platforms to benchmark an array of apps or they are used more to
> focus on specific/individual app usage): AppAnnie or SimilarWeb and FedEx
> can view and analyze all sorts of data points related to app store
> performance of their apps. FedEx can track app downloads, download rate,
> app store ranking as well as ratings.
>
>
>
> *Some interesting Accenture blogs:*
>
>
>
> https://www.accenture.com/gb-en/blogs/blogs-make-your-mobile-app-stand-out
>
> https://www.accenture.com/gb-en/blogs/blogs-keeping-mobile-
> consumers-engaged
>
> https://www.accenture.com/gb-en/blogs/blogs-measuring-
> increasing-success-mobile-apps
>
>
>
> Business insider have some good articles re. app usage:
> http://uk.businessinsider.com/s?q=mobile+app+usage
>
>
>
> Let me know if you have any Qs – happy to help.
>
>
>
> Best Regards,
>
>
>
> Kylie
>
>
>
> *____________________________________*
>
>
>
> Kylie Davies
>
> Technology Consultant
>
> Fuels Retail Practice | Resources
>
>
>
> Accenture I Management Consulting
>
> Plantation Place, 30 Fenchurch St, London EC3M 3BD
>
> Mobile: +44 (0)7527088216 <+44%207527%20088216>
>
> kylie.v.davies@accenture.com
>
>
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>
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>
> *From:* Adam Lake [mailto:creatinglake@gmail.com]
> *Sent:* 13 February 2017 19:43
> *To:* public-digitaloffers@w3.org
> *Subject:* Industry Research/Data
>
>
>
> Hi All,
>
>
>
> I am doing a bit of investigating into consumer app usage patterns,
> particularly around app fatigue (mobiles users getting tired of downloading
> so many apps).
>
>
>
> Do you all have any suggestions as to where I can find hard data on this
> subject and others relating to digital offers and retail in general?
>
>
>
> Thanks,
>
>
>
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