Download - GrowCommerce 2016 — Shopping Apps: A Deep Dive into Mobile User Acquisition Trends & Benchmarks
$142B projected
m-commerce sales
in 2016
Mobile Commerce is Booming
2
$75B
$104B
$142B
$0
$20
$40
$60
$80
$100
$120
$140
$160
2014 2015 2016 (projected)
Do
llars
(B
illio
ns)
Source: “Mcommerce sales to reach $142B in 2016: Forrester”. 8 Oct 2015. Mobile Commerce Daily.
• In 2015, shopping apps
accounted for $40.58 billion
in sales.
• Consumers spent 55.3%
more time shopping on
mobile devices than
computers.
Shopping Apps are Making an Impact
3
• Average cost to acquire a new shopper: $113.74
• Average install-to-purchase rate: 4.3%
4
Shopping App Acquisition Costs are High
• The average app loses 90% of it’s users within 30 days!
5
The Bigger Challenge is Retention
Source: “Mobile App Landscape: 2015 Q3 Report: Quettra.
1.4 million mobile shopping app installs
31,000 post-install registrations and purchases
Amazon, eBay, Rue La La, Touch of Modern and other prominent digital retailers and ecommerce companies
Our Research is Based On…
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• September is a sweet spot for user acquisition
• Re-engagement in the first 7 days is critical
7
2 Key Takeaways from the Data
• CPIs are up to 61% higher in December vs. in September
• CPMs are up to 75% higher in December vs. in September
13
What to Expect in Q4 2016
$0.00
$1.00
$2.00
$3.00
$4.00
$5.00
$6.00
$7.00
Sept Oct Nov Dec
2015 CPMs
2015 CPIs
2016 CPM Projections
2016 CPI Projections
CPI
CPM
Sources: MoPub Metamarkets data. 1 Sept 2015-31 Dec 2015. Projections based on similar YOY growth
rates.Liftoff Shopping Apps Report. July 2016.
Invest in user acquisition in September / October,
when CPIs & CPAs are lowest, conversion rates are
highest
Run creative and offer tests in Sept / October
when CPMs are lowest. Avoid testing during the
holidays
Go heavy on re-engagement October thru
December
19
How to Blow Out Your Q4 Mobile Shopping Season