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1. SHOPPING APPS Mobile User Acquisition Trends and Benchmarks 2016 Dennis Mink, VP Marketing @Liftoff
2. $142B projected m-commerce sales in 2016 Mobile Commerce is Booming 2 Dollars (Billions) $0 $38 $75 $113 $150 2014 2015 2016 (projected) $142 $104 $75 Source: “Mcommerce sales to reach $142B in 2016: Forrester”. 8 Oct 2015. Mobile Commerce Daily.
3. • 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
4. • Average cost to acquire a new shopper: $113.74 • Average install-to- purchase rate: 4.3% 4 Shopping App Acquisition Costs are High
5. • 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.
6. 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… 6
7. • September is a sweet spot for user acquisition • Re-engagement in the first 7 days is critical 7 2 Key Takeaways from the Data
8. THE SEPTEMBER SWEET SPOT
9. Cost Per Install is Lowest in September & October 9
10. Cost Per Registration Follows a Similar Pattern 10
11. Cost Per First Purchase is Lowest in September 11
12. Purchase Rates Peak in August & September 12
13. • 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 $1.75 $3.50 $5.25 $7.00 Sept Oct Nov Dec 2015 CPMs 2015 CPIs 2016 CPM ProjecAons 2016 CPI ProjecAons 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.
14. RE-ENGAGE EARLY & OFTEN
15. 15 Women Shop with Intent to Purchase
16. 25% of Purchases Occur within 24hrs of Install 16
17. 2nd Purchase Comes Quickly 17 Average order value was $68.00 per order.
18. PLANNING FOR Q4
19. 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
20. BONUS
21. 21 iOS Acquisition is More Expensive than Android. But….
22. For more mobile shopping insights, 
 download our latest Mobile Shopping report @
 
 www.liftoff.io
 
 
 Thanks!