SHOPPING APPSMobile User Acquisition Trends and Benchmarks 2016

Dennis Mink, VP Marketing @Liftoff

$142B projected

m-commerce sales

in 2016

Mobile Commerce is Booming

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$75B

$104B

$142B

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$40

$60

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$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

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• Average cost to acquire a new shopper: $113.74

• Average install-to-purchase rate: 4.3%

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Shopping App Acquisition Costs are High

• The average app loses 90% of it’s users within 30 days!

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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

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2 Key Takeaways from the Data

THE SEPTEMBER SWEET SPOT

Cost Per Install is Lowest in September & October

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Cost Per Registration Follows a Similar Pattern

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Cost Per First Purchase is Lowest in September

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Purchase Rates Peak in August & September

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• CPIs are up to 61% higher in December vs. in September

• CPMs are up to 75% higher in December vs. in September

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What to Expect in Q4 2016

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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.

RE-ENGAGE EARLY & OFTEN

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Women Shop with Intent to Purchase

25% of Purchases Occur within 24hrs of Install

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2nd Purchase Comes Quickly

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Average order value was $68.00 per order.

PLANNING FOR Q4

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

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How to Blow Out Your Q4 Mobile Shopping Season

BONUS

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iOS Acquisition is More Expensive than Android. But….

For more mobile shopping insights,

download our latest Mobile Shopping report @

www.liftoff.io

Thanks!