Survey Shows Consumers Value Mobile Holiday Campaigns, Yet Digital Marketers Are Missing Key Opportunities
Nearly All Mobile Marketers Admitted to Challenges Around the Holidays; YouAppi Offers Free Guide to Help Make the Most of Holiday Campaigns
SAN FRANCISCO — October 17, 2017 – YouAppi, a leading mobile growth marketing platform for premium mobile brands, today announced the results of a comprehensive survey that evaluated U.S. consumers on their personal holiday shopping habits and preferred mobile holiday experience. The survey also questioned global digital marketers, advertisers and app developers on their 2017 mobile holiday preparation and campaign plans. While 95 percent of businesses see the holiday season as an important opportunity, the survey demonstrated an interesting chasm between mobile marketing activities and consumer preference, including when consumers find holiday promotions most effective and desired payment choice in a mobile environment.
According to business respondents, the holidays are an important source of revenue and mobile tops the list for engaging with consumers. Surprisingly however, businesses are getting started on their holiday outreach earlier than consumers want. Over half of consumers say they are only interested in holiday themes and offers after Thanksgiving, yet 68 percent of businesses start well before that timeline – some as early as August and September!
Marketers and advertisers also approach mobile purchasing differently than their customers, with 60 percent of businesses preferring in-app purchases for the holidays while only five percent of consumers do. And while 54 percent of consumers say they will watch rewarded video for added holiday perks, only 20 percent of marketers are choosing to include it in their holiday campaigns.
“Without question, the holidays present phenomenal opportunities for mobile brands,” said Jennifer Shambroom, chief marketing officer at YouAppi. “Yet without careful planning and targeted goals, companies can easily miss out on their best ROI of the year. Rewarded video is just one example of how mobile brands can better engage their customers this holiday season, and we’ve compiled additional top tips and tricks to help global brands make the most of their holiday mobile experience. Consumer preference is driving mobile engagement, and its critical brands react with the holiday experiences users want most.”
The survey was conducted by Dimensional Research and includes responses from 217 mobile app owners and digital marketers from around the world, as well as 533 individuals in the United States who use their mobile device for shopping.
YouAppi is a fully managed growth marketing platform for premium mobile brands. YouAppi’s 360 Degree Growth Marketing Platform combines the power of machine learning, with YouAppi’s proprietary predictive algorithms and cohort technology, to analyze the mobile content consumption patterns of over 2 billion users, converting data into profitable users.
Headquartered in San Francisco, YouAppi has 12 offices across eight countries in Asia, Europe and North America. Follow us on Twitter, Facebook or LinkedIn, or for more information, visit www.youappi.com.
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