Females are 79% more likely to be reached by in-app marketing

Female audience has always been a top priority for Screenist as they tend to make more purchases online and even spend more than males. According to a new survey by Nielsen, women download 40 percent more mobile applications than men.

picture: pixabay.com

 

 

 

 

It may not come as a surprise that Liftoff, a company specialized in mobile application-based marketing, found that women are 79 percent more likely to make in-app purchases in mobile games, suggesting that it’s definitely worth linking advertisement for women to various mobile games. However, advertisement embedded in apps is catching up fast, even without women in the picture…

As we have previously discussed, impulse buying – which Scrrenist enables by linking a webshop to the product seen on screen – in the case of women does not mean (at least not in the first place) that they just obtain anything and everything they can get their hands on, but it’s more about a long list running on a subconscious level with all the names of their loved ones, which activates when they see certain products: “yeah, this is the scarf my brother needs” or “my son would just adore this console”.

According to Liftoff, we are living in the golden era of gamer-marketing as the interest in the traditional advertisement is decreasing while the performance of in-app ads is improving, and it’s not only in the case of women. The Liftoff Mobile Gaming Apps Report is based on 46.7 billion impressions and other data collected from June 1, 2017, to May 31, 2018, taking a closer look at 15 million app-installs and 350 games.

What is more, the cost to acquire a user who completes an in-app purchase is lower than ever on a global level: it is around $28.05 nowadays, compared to $50.69 in 2017.

“Mobilgames-based advertising is catching up like crazy”,

Liftoff concluded.

This process is even more spectacular now that Android-devices are on the rise. Every day, more than 1.5 million Android devices are activated, and Android users are more likely to register after downloading an app, at a rate of 52 percent, compared to 43.6 percent for Apple users. Well, it sure does take more to reach iOS gamers ( $11.08), but 16.7 percent of them immediately make a purchase after registering.

The report also highlights that Europe, Middle East, and Africa in-app purchase rates are increasing, and even though it takes more to reach a North American user than them, North Americans are less likely to make a purchase on this platform but tend to spend more in the end.

Screenist is currently working on a new application under the working title Campaign Activator. The main purpose of this new development is to “switch on” static offline advertisement – whether we are talking about TV ads, print bulletins or a classic poster in a store – so that the consumer is linked to various activation incentives allowing them to not only be more engaged but also helping the advertiser by collecting useful data. (The application is now available, read more about it here. Edited July 2019).

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