What motivates app downloads How demographics can impact app discovery What it takes to get a target consumer to download and use an app What app store factors influence downloads Does top 10 rankings matter

1. The State of User Acquisition and App
Discovery
MMA Webinar Series
September 1, 2015
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Today’s Agenda
• What motivates app downloads
• How demographics can impact app discovery
• What it takes to get a target consumer to download
and use an app
• What app store factors influence downloads
• Does top 10 rankings matter

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Presenter
Moderator
Leo Scullin
Head of Global Industry Initiatives
Mobile Marketing Association
Jennifer Wong
VP of Marketing
TUNE

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Managing Your Questions
Share the Insights
#TUNEtip

8. How we tried to solve
this issue.

10. Who did we survey?

11. Think about the last app you downloaded...

12. OS breakdown

13. Why users download
apps

14. What motivates users to download apps?
Takeaways
● Users are turning to apps to
solve problems
● Ads are a dark horse
● Networking is important - but
social underperforms

15. iOS users prefer WOM, Top Charts, and Ads

16. Users under age 25 like to talk about apps… a lot

17. Practical utility is most important for older users

18. Users will download apps they’ve never heard of
Number of times seen/heard
of app prior to download

19. How users find apps

20. You’re only seeing half the picture

21. Search vs. direct motivation by Android

22. Search vs. direct motivation by iOS

23. App discovery

25. Takeaways
● People use apps to help solve problems
● Ads are powerful and indirectly motivate
users in a number of different ways
● Age groups, iOS users, and Android users
are all motivated differently and should be
marketed to uniquely.

27. Study: App store factors that matter

28. Holistic view

29. Single most important factor

30. Ranking the most important factor in choosing an app
Takeaways
● Title is more important for
Android than iOS
● Reviews are more important
for iOS as well

31. Key takeaways

33. Best practices

34. Best practices

36. Top 10 - iOS

37. Top 10 - Android

38. In summary

39. Summary

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MMA Programs and Initiatives
MMA programs and working groups consist of executives who discuss key issues for a specific
industry segment, technology or business issue. The programs and working groups meet on an
ongoing basis to develop and execute industry initiatives that reflect the needs of their initiative
area and membership.
To join a program, contact committees@mmaglobal.com.
Text
Marketing
Privacy
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Coupons
Location
Committee
Internet of Things
Incubation
Council
Currency
(Advertising)
Programmatic
Native
Advertising
Ad Units – UMAP
Mobile Video
Benchmarking Study

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MMA Webinar Series Upcoming MMA Events
How to Drive App Effectiveness with
more Interaction and Individualization
Thursday, Sept 24th
The Future Consumer: How Propensity
Modeling is set to change the Mobile
Industry
Wednesday, Sept 30th
SM2 Innovation Summit, NY
September 28-29, 2015
Global Smarties Awards
Gala & Dinner, NY
September 28, 2015
Forum Singapore
September, 2015
Forum Istanbul
November, 2015

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Additional Resources

43. Thank You!