Report: Operating Systems May Influence Mobile Marketing Success

September 21, 2015:

As more marketers develop mobile apps to drive their initiatives, the "Mobile App Advertising Trends" report from Kenshoo has found that their efforts are resonating with the audience. The study, conducted over the second quarter of 2015, found that the growth of app installation has outpaced spend, increasing 346 percent since last year.

Additionally, the report showed that the operating system of a mobile device plays a role in click-to-install and click-through rates. Android users had a click-to-install rate of 35 percent, while iOS users ranked slightly below 30 percent. Android operators also had a 1.2 percent CTR rate, outpacing iOS users, who totaled about 1 percent.

"Clearly, there are differences in behaviors based on device type, so tailoring your approach to iOS and Android is vastly preferable to a one-size-fits-all approach, and both your goals and your creative should reflect the device you are targeting," wrote the authors of the report.

In the "2015 State of B2B Mobile Marketing" report released by Regalix, one-third of marketers said they knew their customers' mobile preferences "very well." About 33 percent claimed that they collect behavioral data on their target audience, and 64 percent said they look into the devices their customers use. The same percentage stated that they collect data that gives them a better idea of the operating system their primary audience utilizes regularly.

Over the next three years, 45 percent of marketers believe that mobile marketing will be "very important" to their organizations' growth. Nearly 53 percent said they have already been investing in mobile marketing for between one-to-two years.

Source: Report: Operating Systems May Influence Mobile Marketing Success