Mobile App Publishers: New Data on Engagement and Connected Consumers

Mobile app publishers need all of the information they can get their thumbs on to keep up; plus, NYT and NME make changes

Mobile app publishers are always craving the latest and greatest data to aid in their tech and targeting efforts. Establishing best practices to consistently monetize mobile is one of the great industry challenges of our time – each new crumb of analysis can be a big help. The Mequoda Method has always emphasized quality content and flexible presentation in its multiplatform publishing strategy, and while we may not have perfected the art, we’ve gotten pretty close. Still, we’re always up for cutting-edge studies and expert opinion to bolster our approach to apps.

Talking New Media, one of our most trusted sources for digital publishing news, showcases plenty of both in recent articles. Let’s start there this week!

Recent Millennial Media Report on “Connected Consumers”

Talking New Media covers Millennial Media’s new report on the migration from PC to mobile.

“In examining how consumers access digital content, there seem to be few surprises. More of us are using multiple devices. The devices we use to read the news, play games, and watch TV content are often smartphones and tablets,” the report states.

“What the Connected Consumers points out is that most of us use both mobile devices and PCs, but the percentage of those who only use PCs us decreasing, and among younger consumers, mobile is even more important. According to Millennial Media, the number of smartphone uses grew by 17 percent in the past year. Surprisingly, they also say that tablet usage even more, up 164 percent,” D.B. Hebbard writes.

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“Some data begs further analysis. For instance, the report says that consumers are fairly split on the use of mobile versus PC when it comes to news content. But that may simply be a function of when consumers access news content. I know, for instance, that TNM’s audience is heavily skewed toward reading the site on PCs (Macs, actually), but that this is because readership is by far the heaviest during working hours. At night, this flips, and mobile devices get the biggest share, though not by enough to move the needle much.”

The Kahuna Marketing Index for Mobile App Publishers

According to Kahuna, mobile app publishers must step up their opt-in game. Push notifications can double both short-term and long-term retention rates, the company’s new Mobile Marketing Index. Looked at another way, as Talking New Media points out: Brands lose out on upward of 90% of potential app users if they don’t develop an engagement strategy.

Other interesting findings: Android is beating iOS in opt-in rates, 78% to 46%, and opt-ins vary by vertical. To wit: Travel & Transportation boasts a 78% opt-in rate, while Medical, Health, & Fitness lagged far behind at 35%.

NYT Digital Updates iPad and iPhone Apps

Talking New Media reports that NYT digital has done some quality control on its mobile apps leading up to the release of iOS9 in a couple of months. The improvements address some crash issues and aim to load articles more smoothly.

NME to Change Model, Offer More Digital Products

Legendary British music magazine NME is getting the Time Inc. digital treatment, and it’s also becoming a free weekly with a circulation of more than 300,000, Talking New Media reports.

“NME will dramatically increase its content output and range, with new original as well as curated content appearing across all platforms, including print. Other highlights will include an expansion in live events, more video franchises and greater engagement with users on new social platforms,” Time Inc. UK says in a statement.

Do you count yourself among mobile app publishers? What kind of data are you looking for? Let us know in the comments!

To read more about mobile app publishers in the news, visit Talking New Media.


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