Welcome to another edition of Mobile Insights with InMobi! This is our new Q&A series, where we sit down with leading mobile marketing and in-app advertising experts to get their take on the current state of the world.
For this interview, I sat down with Rajat Wanchoo, InMobi’s Global Head for Channel Partnerships and Enterprise GTM, to discuss how chief marketing officers and other marketing leaders are navigating the current situation. In this 20-minute conversation, we talked about why a mobile-first strategy is key even with consumers stuck at home, why it’s not too late to begin the journey towards digital transformation and how businesses that develop a pandemic-proof business that leads to future success. Tune in today to hear the full conversation!
InMobi · Mobile Insights with InMobi: Q&A with Rajat Wanchoo on CMOs during COVID-19
Top Quotes and Insights from Rajat
Among CMOs, there’s been a “drastic realization that mobile is the key to the kingdom of connected world.”
“The CMOs who had a mobile-first strategy under their belt are staying afloat in this pandemic, whereas the other CMOs for whom mobile was an afterthought, we see those businesses are really struggling.”
For many Americans, shelter in place orders are now in their third month – and many of us may be stuck at home for many weeks longer. At this point, how are adults feeling about the present situation, and how are their behaviors and situations evolving?
Since March, we have been surveyed Americans once a month (click here to see the March survey results, and here are the April survey results) using InMobi Pulse, InMobi’s mobile market research solution. For the May edition of this survey, we reached out to over 1,500 people across the country from May 7 to May 13, seeing how people of different genders and ages were reacting to the pandemic.
Here’s what we uncovered.
Top 10 Highlights:
Mobile and Apps:
In May, 80% said they are spending more time on their mobile phone, up from 73% in March.
43% in May said they are playing more mobile games, up from 40% in April.
35% of Americans said they are streaming more TV now, up from 25% in March.
The share of Millennials who said they are using news apps more frequently increased by 11 percentage points between April and May.
58% said they are using online conferencing tools for work in May, up from 48% in March.
Shopping and Commerce:
During the present pandemic, the old ways of identifying target audiences for your marketing efforts may no longer cut it. All good marketing strategies need to be underpinned by quality data and insights, but how can you understand your target audience segments when many key behaviors and habits have shifted?
Note: This is the third and final post in a three-part blog series. As the COVID-19 pandemic spreads and dramatically disrupts life as normal, here are our thoughts on what our trusted customers and partners can do to weather the storm. To read the first post on understanding consumers today, click here. You can check out the second post on why in-app marketing and advertising is critical right now here.
For one, location data is not as powerful now as it used to be, since many people are not traveling as much as they used to. While this is changing in states that are beginning to lift their travel restrictions, many of those within your target markets across the nation are either still sheltering in place or not traveling as much as they used to in the past. Of course, the fact that there are fewer open places for people to go to as well contributes to this point.
In addition, media consumption behaviors are changing, which impacts the ability of
In the midst of literally everything happening in the world right now, in-app marketing may well be the last thing on your end – even if you’re in the mobile app marketing space. But, if you want to have a direct connection with both current and potential users, then you need to have a high quality in-app marketing campaign in place today. This was true in the past, but it’s especially the case today.
Note: This is the second post in a three-part blog series. As the COVID-19 pandemic spreads and dramatically disrupts life as normal, here are our thoughts on what our trusted customers and partners can do to weather the storm. To read the first post on understanding consumers today, click here.
In this second post, we discuss while why marketers of all stripes need to reach consumers through mobile devices and what a good in-app marketing strategy looks like today. What do brands need to know.
Understanding the In-App User Experience
As we noted in the previous post in this series, it’s critical to first and foremost understand the consumer and what they need right now. Once that has been established, you need to then speak directly to them through the media of choice.
And, increasingly, that is
How well are you understanding consumers right now, in this very moment? After all, even if you felt like you had your finger on the pulse of your customers (or your customer’s customers) in January, that knowledge may not be totally relevant or helpful right now.
Note: This is the first of a new three-part blog series. As the COVID-19 pandemic spreads and dramatically disrupts life as normal, here are our thoughts on what our trusted customers and partners can do to weather the storm.
In this first post, we discuss how critical it is for brands to understand their consumers in as close to real-time as possible, as the nature of the COVID-19 pandemic changes quickly. How can brands use this time to get closer to their audiences, what kind of data they need and how to source this knowledge.
How to Understand In-the-Moment Consumer Behavior
No matter if a company is selling products, services or something else, it should understand what goes into purchase decisions. For example, when a consumer purchases a particular item, what’s compelling her or him to make that decision? Is it based on price or convenience, or more on psychological factors like brand loyalty and perception?
And, at a more fundamental level, what does
With most of us across the United States sheltering in place throughout March, April and May, we’re turning to mobile apps for entertainment. While stuck at home, many are turning to their mobile devices (iPhone, iPad, Android devices, etc.) to watch movie and TV show content, play mobile games and otherwise keep themselves entertained.
But to what extent has the use of these kinds of mobile applications really changed of late? Which apps are Americans turning to, and who are specifically turning to streaming services and gaming apps to keep themselves entertained? That’s what we wanted to find out.
For a better understanding of consumer behavior with mobile gaming and for streaming services, we ran two mobile surveys, one in March and one in April. And for app install trends for iOS and Android (Google Play Store and Apple’s App Store), we reviewed insights from our first-party telco data.
Here’s what we uncovered.
Consumer Sentiment Around Entertainment
As expected, our surveys in both March and April found that people are more inclined now to watch TV shows, play music, stream movies, play games on their phone and
These days, more and more grocery shoppers are online grocery shoppers. And, a lot of this grocery ordering during the present pandemic is happening through apps.
It’s not hard to see why these grocery delivery services are replacing the in-person trip to the grocery store for everyone from big city dwellers in New York City and Washington D.C. to suburbanites and small town residents. After all, why bother waiting in crowded lines both outside and inside the store when you can get your groceries online and then have home delivery? It’s easy to see the appeal of online grocery shopping today.
Of course, online orders for fresh produce, gluten-free snacks, paper goods and more are nothing new. But, thanks to COVID-19 and a host of other factors, digital grocery shopping has never been hotter.
To see just how the space was changing and evolving in March and April 2020, we looked at the data. Specifically, InMobi’s Intelligence Solutions build a holistic understanding of consumers across data sources ranging from InMobi Exchange, which reaches 1.6 billion users globally, to first-party telco data to stated feedback directly from the customers.
Charting the Growing Popularity of Online Grocery Shopping
Novel Coronavirus cases spreading across the nation have brought several noticeable changes in the way Indians think, shop, interact and live. We at InMobi took a deep dive into the shift in consumer behaviour using our Mobile Market Research Platform. The survey was conducted from April 2 to 6 with a sample size of 3116 smartphone users across India.
The Overall Consumer Sentiment About the Coronavirus
While awareness of the actual origin of coronavirus has increased by 4 percent, misinformation continues to abound, leaving Indians in a state of confusion. Measures taken by the government to contain the spread of the virus including the 21-day lockdown, the ban on international travel, and halting interstate transportation are all appreciated by the Indians in the respective order.
40 percent of Indians believe that it will take the world between 6-12 months to get rid of Coronavirus. This is a 90 percent increase since the last survey held before the lockdown. 69 percent of the Indians are concerned about the impact on migrant laborers/daily wage earners and the underprivileged class.
The Shift in Shopping and Media Consumption
There has been a dynamic shift in the way Indians shopped in just one and a half weeks. 14 percent of Indians have changed their shopping behavior of stocking up groceries and household essentials. With fewer folks hoarding items or buying in bulk, others continue to have access to the daily essentials.
With everyone sheltered at home, expenditure on food and WIFI/mobile
Integral Ad Scienceによる直近のレポートでは、消費者は、コロナウイルスに関連する記事を目にするとき、表示される広告のブランドがそこにふさわしいものなのかどうなのか、とても気になっていることがわかっています。
COVID-19 telah mengejutkan dunia dan menciptakan masa-masa terburuk di sebagian besar negara di dunia. Di InMobi, kami menggali platform Audience Intelligent kami menggunakan sinyal data dan poligon lokasi yang kami set up di lebih dari 66.000 lokasi di Asia Tenggara untuk mengumpulkan wawasan tentang bagaimana konsumen merespons krisis ini di Malaysia, Singapura, Filipina, dan Indonesia. Kami juga melakukan survei konsumen untuk sampel sejumlah 1056 pengguna smartphone dari 24 hingga 28 Maret di Indonesia untuk mendapatkan insight konsumer yang akurat dan realistis tentang krisis saat ini dengan keterangan korespondensi lengkap sebagai berikut:
Tingkat kesadaran masyarakat tentang pandemi
Tantangan yang dihadapi oleh orang Indonesia selama krisis
Tren langkah kaki pelanggan di tempat-tempat umum yang menarik
Perubahan konsumsi aplikasi seluler di berbagai kategori
Bagaimana Orang Indonesia Menanggapi Krisis
Kurangnya Kesadaran tentang COVID-19 di Indonesia
Karena orang tetap dibanjiri informasi yang salah, tingkat kesadaran tentang COVID-19 sangat rendah di Indonesia. Sementara itu, 80% responden tidak mengetahui asal-usul Coronavirus, 40% berpendapat bahwa ini adalah eksperimen bio-medis yang salah antara AS dan Cina. 4 dari 10 responden berpikir pasar basah Wuhan atau konsumsi sup kelelawar bertanggung jawab atas sumber virus. Di tengah pandemi, sangat penting untuk mengikuti jarak sosial untuk menahan penyebaran virus lebih lanjut, tetapi hanya 60% dari warga negara yang menganggap serius jarak sosial di Indonesia.
Hanya 14% yang dapat dengan tepat mengidentifikasi dua gejala utama penyakit ini. 80% dari responden tidak dapat mengidentifikasi empat tindakan pencegahan yang ditetapkan oleh WHO, yaitu social distancing, mencuci tangan, membersihkan dan menutup mulut saat batuk dan bersin.
Ramadan is a festival of peace, celebration, and purpose - a time to grow spiritually. The holy month for Ramadan holds significant importance in people’s lives and the celebrations significantly impact the way they shop every year. Close to 60% of the population in Malaysia and 87% of the population in Indonesia are Muslims and that accounts for 250 million people celebrating the festival.
Ramadan is a time for marketers to build meaningful connections with consumers and drive growth. This year, Ramadan faces an obstinate challenge with COVID-19 bringing the global community to a standstill. Amidst these circumstances, brands must take necessary steps to respect community values and sentiments to help consumers feel a sense of normalcy.
Meaningful Marketing in Unprecedented Times
Brands must be respectful and sensitive to the times they are in – sharing valuable information, alleviating stress or core concerns, and most importantly, providing consumers with timely and relevant offers. And, insights on understanding consumer behavior and shopping trends are pivotal for brands to plan their marketing initiatives during the festive season. We handpicked insights from the reports: InMobi Ramadan Insights 2020 and How the Southeast Asian customer is reacting to the pandemic. These insights provide an eagle’s eye view for marketers to understand the pulse of the customers while promoting the spirit of staying connected to the faith and humanity during the festive season.
Curate Audiences for Meaningful Interactions
The festive shopping journey of customers
Programmatic is an ideal channel to acquire and engage users while providing them an immersive brand experience. Among ad formats that can be transacted programmatically, there’s truly one format that is gaining more mindshare among consumers and smartphone users: Video. In-app video advertising can truly captivate audiences at every stage of their journey.
Delving into data from the InMobi platform, we unravel insights on the growing usage of video programmatic advertising across India, Southeast Asia, and ANZ.
Programmatic Video Advertising in Southeast Asia
1. Video is the most preferred format on programmatic
Video accounts for 40 percent of all programmatic ad spends in Southeast Asia.
In Q1 2020, Shopping, News, Technology, Entertainment and Dating were the top spending verticals.
The top 5 categories saw over 100 percent growth in ad spends.
2. Vertical Video is the way to go for top spenders
Vertical video accounts for 35% of all video ad spends while landscape video owns the lion’s share.
Advertisers across industries invest almost equally in vertical video – Shopping (50%), Finance (44%), Dating (43%), and landscape video.
Programmatic Video Advertising in ANZ
1.In-app programmatic video surges
With a 63% surge in programmatic in-app video buying YoY, Entertainment, News, Business, Health and Fitness, Music, and Video made the most of programmatic video
The ‘News’ vertical became the highest spender as of March 2020
2.Vertical video grows; Landscape remains a majority
Australia has seen a steep increase of 162% on vertical video ad spends in the first 3 months
In March and April, the novel coronavirus has spread in Saudi Arabia and the United Arab Emirates (UAE), causing sudden disruption to daily life. To get a sense of how it is impacting people in both countries, InMobi ran a mobile survey using InMobi Pulse, InMobi’s mobile market research solution.
The surveys ran from April 13-24 and reached close to 1,000 adults through their mobile devices across the two countries. Respondents were split across gender and age ranges.
Here’s what the data revealed.
COVID-19's Impact on Media and Digital Behavior
Among survey respondents in Saudi Arabia, 24% of them (and 30% of men polled) said they have been watching more news. In UAE, 41% of consumers polled (and 46% of survey respondents over the age of 34) said they have been watching more news.
Beyond staying on top of the latest happenings, people in the region have been turning to apps to stay in touch with others and for entertainment. In Saudi Arabia, 50% of users polled said they have spent more time on social media apps since the outbreak began, while 34% said they are using entertainment apps like Netflix more and 21% said they are spending more time playing mobile
Looking for mobile app vs website statistics that highlights the differences between the users of mobile websites and apps? Be sure to download our latest report: Apps vs Mobile Websites: Understanding Their Users.
Top Insights on Mobile Apps vs Mobile Websites
Here’s a sneak peek on some of the top differences across categories between the visitors of a mobile website and an app’s owners:
App owners are more likely to be male than female, in most cases.
Unlike with gender, there’s no clean split between app owners and mobile website visitors. It really depends more on the space versus the medium itself. But, more often than not, mobile web visitors tend to skew slightly younger.
More often than not, app owners tend to make more money per year than do mobile website visitors.
Typically, regional preferences and brand loyalties trump mobile web versus app. For example, Chipotle app owners are more like Chipotle’s website visitors that they are like Tesla’s app owners.
Across the board, app owners are more likely to be White than Non-White. Mobile website visitors are often majority White as well, but the difference isn’t as stark as it is on the app side.
More often than not, what a mobile website visitor is interested in aligns with what app owners of the same brand and space are interested in.
First Chapter of
Back in March, InMobi ran a mobile survey using InMobi Pulse, InMobi’s mobile market research solution, to see how Americans across the U.S. were reacting to the COVID-19 pandemic. Of course, a lot has changed across the nation since we first conducted this survey in March. So, what does the current landscape look like today?
To find out, InMobi ran another mobile survey. This time, we directly surveyed over 1,500 adults in the U.S., asking them the same questions we asked back in March. The survey, which reached individuals in every corner of the country (see note below), ran from April 2 to the 10th and had the same representation in terms of age and gender as the last survey.
Top 5 Takeaways:
Young People Are Craving Entertainment
According to the April survey, 57% of respondents in this age range said they are spending more time using entertainment apps. And, 18% of survey respondents aged 18-25 now say they are spending more money on entertainment, a 7% increase compared to March’s results.
News Fatigue is Real
People in the U.S.aren’t watching the news as frequently as they were in March. For example, in March, 41% of parents polled said they were following the news more. In April, that percentage dropped to 30%. The total share of all survey respondents who said they are checking news apps more frequently dropped by nine percentage points between March and early April.
Welcome to our first ever edition of Mobile Insights with InMobi! This is our new Q&A series, where we sit down with leading mobile marketing and in-app advertising experts to get their take on the current state of the world.
For our very first interview, I sat down with Jobie Tan, InMobi’s Director of Business Development, to discuss the current state of mobile gaming during the COVID-19 pandemic. In our 18-minute conversation, we talked about why people are turning to mobile gaming apps in this moment in time, which kinds of titles are especially popular right now and what games need to do to see success today during these unprecedented times. Tune in today to hear the full conversation!
InMobi · Mobile Insights with InMobi: Q&A on Mobile Gaming with Jobie Tan
Hi everyone. This is Matt Kaplan from InMobi's marketing team. Thanks for tuning in to our first ever edition of Mobile Insights with InMobi.For our very first guest, very excited to have Jobie Tan with us today. Jobie, can you give a quick intro of your role here at InMobi?
Hey Matt, how’s it going? Thanks for having me.I head business development for global games over here at InMobi, and I work with publishers and developers, working with them to help them monetize their apps.
Awesome. Great. So, so
COVID-19 has taken the world by storm and created unprecedented times in most countries across the world. At InMobi, we delved into our Audience Intelligence platform using data signals and location polygons set up in more than 66,000 locations in Southeast Asia (SEA) to gather insights on how consumers are responding to this crisis in Malaysia, Singapore, Philippines and Indonesia. We also conducted consumer surveys for a sample size of 1056 smartphone users from March 24 to 28 in Indonesia to gain accurate and realistic insights on the current crisis that draws correspondence to:
The awareness levels of people about the pandemic
The challenges faced by Indonesians during the crisis
The consumer footfall trends in the general places of interest
Change in consumption of mobile apps across different categories
How Indonesians are Responding to the Crisis
Lack of Awareness on COVID-19 in Indonesia
As people remain inundated with misinformation, awareness levels on COVID-19 are critically low in Indonesia. While 80% of the respondents are unaware of the origins of the Coronavirus, 40% think that it is a bio-medical experiment gone wrong between the US and China. 4 out of 10 respondents think wet markets of Wuhan or bat soup consumption is responsible for the source of the virus. Amidst the pandemic, it is pivotal to follow social distancing to contain the further spread of the virus, but only 60% of the citizens are taking social distancing seriously in Indonesia.
Only 14% can exactly identify two key symptoms of the
As the world come to terms with a new reality in the face of COVID-19, brands and marketers globally find themselves having to answer a difficult question - what should they be saying in these unprecedented times? Or, should they even respond?
Do Consumers Want Brands to Stop Advertising?
When Kantar recently surveyed more than 35,000 consumers, immediately after the World Health Organization declared COVID-19 as a pandemic, their expectations were clear:
75% of respondents believed that brands should inform consumers what they were doing
And, only 8% thought brands should stop advertising
In fact, data after the 2008 financial crisis shows that brands that continued advertising came out stronger - up to nine times faster in stock value than others. With consumers making their expectations clear, what should brands keep in mind during these unprecedented times?
Embracing Purpose-Led Brand Communication
Brands, legacy or new, are important during a crisis and should stay true to their purpose. They must remember the following tenets of purpose-led communication:
Long-Term Approach: Brands must take a long-term approach by being respectful and sensitive to the times they are in, where an immediate push for sales takes a back seat for prioritizing consumers’ needs.
Mental Brand Equity: Marketers must leverage owned, earned and paid media channels to provide consumers with information that can help navigate these times – be it with educational ‘how-to’ guides or product updates, in a periodic and time-sensitive manner.
CSR/PSA Initiatives: By engaging in initiatives
The rampant spread of COVID-19 has certainly changed the lifestyles of people across the world. At InMobi we’re able to give you near real-time insights on changing consumer behavior during the COVID-19 crisis from our 2nd party data (via our Audience Intelligence Platform). The analysis reveals the following trends derived through data signals captured by InMobi Location polygons, of which we have 87,000 across Australia:
The customer footfalls in various places of interest
Changes in the app usage across different categories
Safety Becomes a Priority Leading to Decline in Footfall
With people practicing social distancing, there is a drastic decline in footfall across places of interest. Recreation areas like shopping centers, beauty salons, hotels and motels have experienced a significant reduction in visits.
Shopping centers saw a steady decline with the first few coronavirus cases coming to light in January. The curve flattens a bit in February while people resort to social distancing and with newer cases surfacing in the beginning of March, footfall hits rock bottom, constituting an overall decline of 48% in shopping center visits.
While Shopping Centers witnessed decline in footfall, the supermarket visits stabilized with everyone trying to stock up kitchen supplies due to fear of a possible lockdown.
Beauty Salons saw a steady decline of 47% from the first outbreak of reported cases of the pandemic from the last week in January. And there were two instances that experiences a
In our latest mobile research report, we highlight select Gen Z consumer insights and show what this generation of consumers really cares about when it comes to their purchasing decisions and brand preferences. We’ve called out some key findings from our report below but for all of the insights, be sure to download the full report here: Gen Z Consumer Habits: What You Should Know
Understanding Gen Z Consumers: Report Highlights
What do members of Gen Z from the United States care about? How does this generation of consumers shop for products, services and solutions? What percent of Gen Z consumers consider a brand’s values before making a final purchase?
Ultimately, how do these younger consumers, which are both the most diverse generation in U.S. history and soon to enter the workforce en masse, compare to previous generations like Millennials and Baby Boomers?
Here’s what our latest research report highlights:
What Gen Z shoppers actually care about, and how Gen Zers compare to other generations in their shopping habits.
How consumers aged 18-25 think about brand values, and how those attitudes compare to other generations.
The brands that have already found ways to connect with Gen Z.
Of course, this is just the tip of the proverbial iceberg as far the insights revealed in the report. For all the data, be sure to download your complimentary copy of our latest research report, titled Gen
Amidst the outbreak of COVID-19 in India, we delved into our InMobi platform insights and conducted mobile consumer surveys to understand the following factors:
1. Awareness levels on the pandemic in India
2. Changes in consumer lifestyle, shopping habits and preferences
3. The top stress busters for people at home
The Need of the Hour is to be Aware
Survey results state that most Indians are not aware of the cause, symptoms and the preventive measures that can be taken to avoid COVID-19. It is alarming to see that 60% of the respondents to our survey in India are unsure of the origins of the virus and only 10% can identify the exact two symptoms of the disease. Around half (46%) of the respondents are still not practicing social distancing. The need of the hour is to create proper awareness of the epidemiology of the disease.
The Pandemic’s Impact on the Economy
Consumers feel that the pandemic could cause major hurdles to employment and business growth in India. 43% of respondents believe that COVID-19 will affect the emerging economies including India. 30% of the respondents believe that the world is heading towards a global recession. 50% of Indians expect losses in the industry they work in. 15% of respondents are expecting layoffs.
The Changing Behavior of the Indian Consumer
The current crisis is affecting the brand and category preferences, shopping behavior and spends. In the chaos created by the pandemic, 40% of consumers are stocking up on kitchen supplies, hence
The world is in the midst of an unprecedented global pandemic, as the novel coronavirus spreads rapidly. In the U.S., many state, county and city authorities have issued shelter in place orders to try to “flatten the curve” and prevent the number of new COVID-19 cases from spiking.
For most Americans, the most dramatic and noticeable effect of COVID-19 has been social distancing. With people staying inside for weeks, many are turning to their screens for news, comfort, connection and more.
For a closer look at the role mobile apps are playing in helping people navigate this crisis, we turned to InMobi’s intelligence solutions, using our first-party telco data to review new app install trends from end of December 2019 through the first three weeks of March 2020. Here’s what we uncovered.
Delivery App Download Trends
In March, thousands of Americans rushed to supermarkets and big box chains to stock up on essentials like toilet paper and pasta in preparation for spending additional time at home. But instead of fighting the lines at grocery stores or trying to grab supplies off shelves before they ran out, many people opted to just order items for their house on their phone. In fact, compared to January 2020 figures, new installs of Instacart, Shipt and Drizly were, combined, up 166% in March.
In early March, the number of new Instacart app installs jumped to an all-time high for the year. More specifically, the number
Throughout February and March, the novel coronavirus has quickly spread throughout the U.S., causing sudden disruption to everyday life. To get a sense of the ways in which it is impacting Americans, InMobi ran a mobile survey using InMobi Pulse, InMobi’s mobile market research solution.
The survey ran from March 19-22 and reached more than 2,500 people across the country. Over a confirmed third of all survey respondents were from the states that had the 10 most confirmed cases of COVID-19 as of March 24.
Top 3 Takeaways
73% of consumers said they are spending more time using their mobile phone. Among this group, 41% said they’re playing more mobile games, 26% said they’re using news apps more frequently and 29% reported using social apps more often now. Among people between the ages of 18 and 25, 56% said they’re playing more mobile games, 43% said they’re using entertainment apps more frequently and 55% reported using social apps more often now.
Just over half (53%) of consumers have increased spending in some way — even more so among younger generations (over 60% for those 18-35). Consumers are spending more on groceries (37%) and household care items (18%), followed by pet supplies (8%). Households with kids are shopping significantly more across almost all categories compared to households without kids.
Over a third (35%) of consumers expect their shopping, entertainment or personal behaviors to be impacted by COVID-19 for the next two to three months.
Here’s what the data revealed:
Social Distancing Overview
There are dozens of travel apps now available (and even more travel-related websites) to handle every component of travel planning, enabling travelers to easily book flights, hotels, restaurants and much more. In fact, at least 67% of travelers now use apps at some point during a trip.
But who specifically is turning to apps and mobile websites like Google Translate, Airbnb, Expedia and Zipcar? To find out, we turned to the data - specifically, InMobi intelligence solutions, which builds a holistic understanding of consumers across data sources including InMobi Exchange, which reaches 1.6 billion users globally, and our own permissively-sourced deterministic first-party telco data.
We reviewed the insights across the following categories: airlines, travel booking sites hotel/lodging and car rentals. Our analysis covered the top apps and mobile websites in each of the categories, encompassing over two dozen brands in total.
Here’s what the data reveals.
Top Insights on Mobile Airline Customers
To better understand how mobile factors into flying, we reviewed insights on app owners (i.e. people with the app on their mobile device) and mobile website visitors for the biggest airlines in the U.S. We specifically reviewed these brands: United, Spirit, American, Southwest, Delta, Frontier, Alaska and JetBlue.
Here are our top five insights among airlines:
Most app owners are male. But, more women than men visit the mobile websites of Southwest, Frontier, Delta and JetBlue. In fact, two-thirds of all Southwest mobile web visitors are
In 2020, there are lots of marketing challenges facing everyone from the biggest marketing teams all the way down to small businesses. But, we think there will be three issues that will have an outsized impact on brand marketing efforts in the U.S. in 2020:
The 2020 Presidential Election
The 2020 Summer Olympics
Ongoing Concerns Around Privacy, Trust and Transparency
But, just because these are issues that just about every marketer faces in 2020 doesn’t mean they need to derail all of your brand marketing plans. Here’s how these issues will impact your marketing campaigns, and how you need to overcome potential challenges with your marketing strategy in 2020.
How to Talk to Potential Customers During the 2020 Presidential Election
At this point in the year, it’s hard to miss all of the news around the 2020 elections - and the final vote is still many months away. In particular, the election presents marketers with three key issues.
For starters, the election is likely to drive up advertising costs across the board. Considering that some major social media outlets like Twitter have already largely banned political advertising, the remaining digital marketing channels that still allow it will become more competitive, with brands, candidates and political groups all spending millions of dollars to get their message across to people through these channels.
It also presents brand suitability concerns. Do you want your messaging to appear alongside a political story? Considering the state of the election
Ramadan ushers in a period of joy and celebration emphasised by the spirit of giving. This month also marks one of the busiest shopping periods of the year, resulting in a phenomenon commonly referred to as Ramadan Rush. How can marketers make the most of the Ramadan Rush in the mobile-first economy of Indonesia? We surveyed 1800 Indonesians using Pulse, InMobi's research and analytics platform to understand their top concerns this Ramadan. You can download the full version of our report here
In the world of streaming services, who is turning to ad supported video on demand (AVOD) services? To find out, we turned to the data.
InMobi’s intelligence solutions build a holistic understanding of consumers across data sources ranging from
InMobi Exchange, which reaches 1.6 billion users globally, to permissively-sourced deterministic first-party carrier data to stated feedback directly from the customers. In particular, we looked at the following video streaming services:
Pluto TV Tubi TV Vudu Crackle
So what does the data reveal?Understanding the Users of The Top Ad-Supported Digital Video Services
Men are more likely than women to have these apps on their mobile devices. Across all four apps, 60% or more of app owners are male. Men are also more likely to watch content from these platforms through their mobile websites. Crackle and Tubi have established a market for themselves with the critical 18-24 age range. Over 12% of Tubi’s mobile web traffic and more than 16% of Crackle’s mobile web visitors are from this crucial age range. Pluto TV’s mobile audience tends to skew slightly older, while the bulk of Vudu’s audience on mobile is in the 26-45 age range. Vudu is the only app where more than 50% of app owners are White. Of the four brands reviewed, Vudu is the only mobile website where at least 31% of mobile web visitors are Black/African-American.
Over 70% of Crackle’s mobile web visitors make less than $75,000
The hyper casual game market is one of the hottest spaces in the mobile app world today. The mobile gaming industry has been changed dramatically by the hyper casual genre, with these kinds of mobile games dominating the app download charts.
Hyper casual titles typically feature very simple game mechanics, making them easy for just about anyone with a mobile device to figure out and play. In this space, game development is usually streamlined too, making it relatively easy to make and market these kinds of apps, which is why hyper casual games now dominate the app store charts.
In 2019, not only was the mobile gaming market worth over $80 billion, but close to half of all game downloads came from these kinds of app, according to App Annie’s report on The State of Mobile 2020. Mobile games overall made more than $3 billion in 2019, with a significant chunk of that coming from ad revenue and not just in-app purchases, according to eMarketer. There’s a reason even the likes of Goldman Sachs have invested hundreds of millions of dollars in hyper casual markets.Uncovering the Typical Hyper Casual Mobile Gamer
But who are these hyper casual mobile gamers? To find out, we turned to InMobi Pulse. InMobi Pulse builds a holistic understanding of consumers across data sources ranging from InMobi Exchange, which reaches 1.6 billion users globally, to permissively-sourced deterministic first-party telco data to stated feedback directly from the customers.
Thanks to the rise of services like eBay and Craigslist, it’s easier than ever for people to sell whatever they have at home - and to bypass stores completely and buy anything from furniture to toys and everything in between directly from peers.
But how has the consumer to consumer (C2C) ecosystem evolved in the mobile era? How have smartphones and tablets disrupted peer-to-peer buying and selling? As with most content consumption, the C2C marketplaces have found strong growth in apps, where they can control the variables associated with privacy, user registration and efficient transaction technology.
To find out, we turned to InMobi Pulse. InMobi Pulse builds a holistic understanding of consumers across data sources ranging from InMobi Exchange, which reaches 1.6 billion users globally, to permissively-sourced deterministic first-party carrier data to stated feedback directly from the customers.
In particular, we looked at the following C2C marketplaces:
Letgo app Letgo mobile website Nextdoor app Nextdoor mobile website eBay app eBay mobile website OfferUp app OfferUp mobile website Mercari app Craigslist mobile website CPlus app VarageSale app VarageSale mobile website
So what does the data reveal?Top Mobile C2C Insights:
Dedicated C2C apps do particularly well with Hispanic audiences, while those that offer a buying and selling marketplace among other features tend to have a majority White audience. Around 25% of everyone who has the letgo app and over 43% of those visiting the offerup website are
In the U.S. overall, what are the major chocolate consumption trends that the major players in the chocolate industry need to know about today? What does the competitive landscape really look like for the world’s biggest chocolate companies? To find out, we polled hundreds of people throughout the United States using InMobi Pulse to get their opinion.How The Key Players Fared In Survey Results
In the U.S. in particular, why do people buy chocolate? What do they look for, and how do they determine which brand to buy? To answer these and other questions, we turned to InMobi Pulse.
Through InMobi Pulse, we directly surveyed 500 people (250 men and 250 women across all age groups) in the 10 largest cities by population in the U.S. in October and November 2019. People who had bought chocolate in the last six months were asked a dozen questions about their brand preferences, why they buy chocolate, who they buy chocolate for, where they buy chocolate and how they’re convinced to choose one brand over another.
The survey focused on the primary North American offerings from The Hershey’s Company, M&M Mars and Nestle, which are the largest chocolate companies in the world. In particular, individuals were asked about these specific brands: Reese’s, M&M's, Snickers, Kit Kat, Cadbury, Toblerone and Aero.Chocolate Brand Awareness and Brand Recall
Snickers and Kit-Kat had the highest levels of awareness, closely followed by
Have you ever wondered what's healthy to eat for breakfast? You’re far from alone.
There are so many options out there that it can be hard to determine what foods to eat to start your day. Is peanut butter on gluten-free 12-grain bread okay, or is a nut butter like almond butter a better choice? How about chia seeds or cottage cheese or boiled eggs?
Complicating matters further is the fact that not everyone agrees on what healthy breakfast foods look like. Some people are mostly concerned about lowering their blood pressure or weight loss while others may be more concerned about heart health - or maybe they just want to feel full in the morning.
What this all goes to show is that there are a lot of differing opinions out there when it comes to healthy breakfast option. So to get a better sense of what the majority of Americans consider healthy, we asked them directly! Through InMobi Pulse, we surveyed over 550 adults of different genders and ages from across the U.S. to learn more about how they feel about breakfast and healthy eating in the morning.Healthy Breakfast Eating Survey Results Revealed
First, before going too far, we wanted to find out whether people actually cared about eating healthy in the morning. All told, 71% of survey respondents said they prefer a healthy breakfast over a normal one. And, 73% of females and 76% of those 35 and older
In the United States, who is so passionate about soccer (or football, as it’s known everywhere else) that they have the top soccer apps on their mobile devices even when the World Cup is years away? To find out, we turned to InMobi Pulse.
InMobi Pulse builds a holistic understanding of consumers across data sources ranging from the InMobi ad exchange, which reaches 1.6 billion users globally to opt-in sourced deterministic first-party carrier telco data. Using our high-quality, data sources, we can see what makes their customers tick.
For the soccer space, we looked at three categories of apps that soccer/football fans use:
Apps that cover news, live scores and updates. Specifically, we looked at the soccer/football apps 365Scores, LiveScore, Football Live Scores, Telemundo Deportes, Univision Deportes, Fox Deportes and Forza Football. We also looked at theScore and the Bleacher Report, which cover a variety of sports-related topics including (but not limited to) soccer matches and soccer scores. And, to round things out here, we looked at the ESPN Soccer mobile website as well. The official apps from the major soccer leagues and associations like UEFA Champions League, La Liga, the English Premier League, Bundesliga, Major League Soccer and FIFA. Apps from the top soccer teams themselves. Here, we focused on apps from top favorite teams, as determined by Google Play and iOS App Store download figures. Instead of focusing on national teams, we analyzed the apps of
The pharmacy space is a $312.6 billion market in the U.S. Between 2014 and 2019, pharmacies will have grown by almost 3% overall. These stores are critical not just for dispensing necessary drugs and pharmaceuticals but also for supplying a wide variety of basic household goods. The pharmacy is now, by and large, the ultimate convenience store.
While the space is growing, it’s not without its challenges. Why bother going to a physical drug store location when you can get both basic necessities and life-altering pharmaceuticals delivered right to your front door?
To stay competitive, many pharmacies are increasingly leveraging automation and mobile app technology to provide a more engaging and personal experience for their customers. What kind of a difference do these apps make? And who specifically is using them?
To find out, we gathered insights from InMobi Pulse, which builds a holistic understanding of consumers across data sources ranging from the InMobi ad exchange, which reaches 1.6 billion users globally, to opt-in sourced deterministic first-party carrier telco data to stated feedback directly from the customers.
And if you wanted to go deeper on the data we use:
Through our first-party carrier data (via InMobi Pulse insights platform), we passively observed over 117,000 physical locations and 9.5 million consumer visits among leading pharmacy, convenience store and grocery brands in the U.S.
We reviewed our first-party carrier data to look into who has these pharmacy, convenience store and grocery apps and is visiting the
To meet their main New Year’s resolutions (and to stay on top of their health and fitness goals overall), many people turn to apps. There are hundreds of apps now available to help you keep track of your runs, access workouts virtually, monitor calories and overall stay on top of every element of your health routines. In fact, in January 2019, some of the top health and fitness apps included MyFitnessPal, among others.
Who specifically uses these apps? To find out, we turned again to InMobi Pulse. Using our high-quality, first-party telco data, we can see what makes their customers tick.Working Out Who Actually Uses Health and Fitness Apps
Here’s a brief snapshot of the average owner of seven of the top fitness apps from January 2019:
The vast majority of app owners are female. Across these apps, between 59% and 85% of their app owners are female. For most apps in other categories, like pizza or streaming video, most app owners are male.
More or less, app owners are likely to be between 26 and 45 years old; for most apps, 40% or more of their app owners fall into this age range. But, for fitness brands that have been around for longer, their average age range tends to skewer slightly older, with more of their audience being in the 56 to 75 age range. Between 14% and 25% of app owners are between 46 and 55, depending on the app.
The bulk of app owners in this category
Programmatic has been hailed by advertisers across the globe for its potential to streamline the ad buying process, while offering target audiences at scale. But what is its effect in Southeast Asia?
To find out, we surveyed more than 50 digital marketers with the responsibility of media buying across leading brands and agencies in the region. The goal was to hear directly from those on the front lines about what they think about in-app programmatic advertising, to see if it’s understood well and finding value.
Our latest report, The State of Mobile Programmatic Ad Buying in Southeast Asia in 2019, highlights - the current landscape, challenges undermining the in-app programmatic advertising industry and a glimpse into its future. This survey is the first of its kind research program for mobile marketers.
It is designed to help mobile marketers better understand the responsibilities, activities, challenges, and current/future trends of the mobile programmatic world. Get your complimentary copy today!
What did our survey uncover? Here are the highlights of the report:
Close to nine out of 10 brand marketers possess only a basic working knowledge of programmatic advertising. Despite that, 93% of these advertisers aim to conduct their programmatic media buying in-house.
Around 90% of advertisers see efficiency gains with programmatic buying. Programmatic buying of inventory reduces the human involvement and the chances for errors and delays, thus improving the efficiency of a campaign instantaneously.
When evaluating programmatic partners, performance along with control
Americans drink a lot of beer - whether out with friends, watching sports or doing just about anything else. In 2018, brewers in the U.S. cranked out over 8 billion gallons of beer. There are now close to 7,500 breweries across the country, and the beer industry is now worth more than $114 billion.
But, staying competitive in this market is not a foregone conclusion, especially for major U.S. beer brands. Overall beer sales in the U.S. dropped by almost 1% between 2017 and 2018, and both craft beer and import sales rose well over 3% in that same time period.
So what can major domestic brands do to stay competitive? The key may be better understanding their various audiences and knowing what makes them tick. Why do certain people drink certain beer brands? That’s what we wanted to find out.
To dig deeper on the modern American beer drinker, we turned to InMobi Pulse. InMobi Pulse builds a holistic understanding of consumers across data sources ranging from the InMobi ad exchange, which reaches 1.6 billion users globally, to permissively-sourced deterministic first-party carrier data to stated feedback directly from the customers.Segmenting The Beer Drinking Audience
It’s important to note that when it comes to beer consumption, there is no one-size-fits-all audience. Different people drink different amounts and different types of beer at different locations for different reasons. For our reporting, we segmented out three main types:
The sport enthusiast The artisan beer drinker
To uncover what the modern car customer looks like, we looked at the data. We used cutting-edge market research and consumer insights solution InMobi Pulse to look at some of the biggest car research properties in the U.S., along with data on how people use the mobile apps of the major automakers themselves.
We first looked at the common traits of those in the U.S. who already are customers of the world’s biggest car brands. This data was uncovered by looking at those who have apps indicating ownership from these automakers on their mobile devices. We then compared those insights to the mobile audience data from major car buying and car research websites, to discover the overlap between those who have an affinity for a particular brand and those currently in the car buying research process.
The profiles of car owners of auto brands are derived from data around deterministic auto owner properties such as car finance apps. The auto brands reviewed include Chevrolet, Chrysler, Ford, Honda, Hyundai, Kia, Nissan, Subaru, Tesla, Toyota and Volkswagen.Car Owner Highlights:
Car owners (i.e. those that have downloaded car brand apps that indicate car ownership) across brands tend to be highest in the 46-55 age group. Individuals with auto finance apps tend to be younger, single renters (i.e. not homeowners). They’re also more likely than other car owners to have other finance-related apps on their mobile devices.
What are the biggest mobile app monetization trends of 2019 and 2020? Based just on media coverage alone, in-app header bidding is definitely on the top of the list.
But is in-app header bidding actually part of the average app monetization strategy today?
Last year, we surveyed dozens of app publishers, app development professionals and others in the mobile app advertising space to get their real opinion on in-app header bidding, mediation and many other topics. What we found was that while in-app header bidding adoption was nascent, it was already providing real benefits to the mobile apps where it was in place, and thus was likely to be included in everyone’s business models in 2019.
So did our prediction come true? To get to the bottom of this, we again surveyed dozens of experts in the field, from gaming apps to omnichannel ad exchanges and everyone in between, to get to the truth. What did our research reveal?
Download the full report today to find out for yourself.
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While you’ll need to get your complimentary copy of the full
2019 Report: Predicting the Future of In-App Advertising and Monetization, to see all the details, here’s a sneak peek of what our data says about in-app header bidding in particular:
38% have in-app header bidding in place now, up from 31% last year. 45% said they were not utilizing it because they didn’t understand the technology, versus 31% who said the
Starting each September, India witnesses a 4 month-long festive frenzy each year. Marked by celebrations, parties, gifting, and of course, shopping, the Indian festive season provides marketers across the nation a golden opportunity with stakes like no other. With more than half a billion users accessing the internet via mobile, the right in-app marketing strategy can make all the difference. Check out our latest infographic in association with Branch, on how you can make the most of this festive season
Does this guy look familiar?
How about this guy?Chances are good that either you or lots of people you know now have some sort of beard or facial hair. This may be great news to the beard aficionados among us, but it’s bad news for the makers of men’s razors.
While men used to shave 3.7 times a month on average, that has recently fallen to 3.2 times a month, according to Gillette. As a result, between 2014 and 2018, the men’s shaving market contracted by more than 11%. In August 2019, Gillette was forced to take an $8 billion writedown as a result.
But amidst this change in grooming habits, a new breed of men’s razor brands have emerged. Led by the likes of Harry’s and Dollar Shave Club, the direct-to-consumer (DTC) model has upended the men’s razors market in the U.S.
These two major brands are much newer than the established stalwarts, but they have already managed to snap up 10% of the men’s razors market in the U.S. No wonder both were purchased by major brands in the last few years.
Who in particular is using these DTC razor brands, and are they really capturing a market that’s decidedly different than those using legacy brands like Schick and Gillette? To find out, we turned to InMobi Pulse data.
We analyzed the mobile websites of Schick, Dollar Shave Club and Gillette, along with the apps
Finding the best target audience in advertising and marketing campaigns is crucial for all business owners and marketing leaders.
After all, there’s little point in focusing on the particulars of a brand message for a product or service if you don’t know who you should be talking to. Why bother generating brand awareness with people who have no desire to buy what you’re selling?
So how do you find and reach your ideal target audience in advertising? To help you reach your targeted goals, just follow these eight tips and tricks.1) Define your Ideal Target Audience from the Get-Go
In an ideal world, who would you like to reach? Start off with an idea of who you want to target, and then work to find that person.
Don’t be limited by personas either. Think more broadly than the typical segment.
Ideally, your advertising would reach and influence someone who will spend a lot of time using your service or spend money repeatedly on your product. What do these people look like? Everything you do should be for going after these people, the high LTV user or the big spender.2) Where Can You Find Your Audience? Benefits of a Mobile Marketing Strategy
Once an ideal target audience has been identified, consider how they spend their time. What is the best medium to reach them?
Increasingly, the answer to this question is through mobile apps. Not only will
In-app header bidding is all the rage today.¹ But is it worth the hype? We polled scores of app publishers and their demand partners to find out.
Download our full report for the complete findings of our survey, along with exclusive data from our network.
Based on our research, here are six key takeaways:1) The App Monetization Status Quo Isn’t Working
The current approaches that apps are commonly taking in regard to ad monetization are just not cutting it anymore. In particular, our survey found that 53 percent of those polled said that ad revenues had mostly remained the same or had dropped in the last 12 months. And, an additional 24 percent said they didn’t or couldn’t track this.
Further compounding these issues is ad latency, which negatively impacts revenue potential and the overall user experience. According to the report, 40 percent of respondents said it took a second or more for an ad to appear within the app once the call first goes out. That may not seem like much, but to increasingly impatient mobile app users it can seem like a lifetime.2) In-App Header Bidding Solutions Already are Proven Effective
Luckily, a solution to these woes already exists. In-app header bidding and unified mobile ad auctions have become increasingly popular monetization options, and are already helping app publishers and developers more effectively optimize revenue yields while also delighting end users.
To see just how effective unified
“Research is the starting point of marketing. Without research, a company enters a market like a blind man.” - Phillip Kotler, Distinguished Author and Professor of Marketing
It’s true that marketing starts and ends with understanding the customer. But marketing to consumers today is different from what it was like in 1999, when Kotler wrote ‘Kotler on Marketing’. From A/B testing to the popularity of “Agile Marketing,” marketing and marketing tools have evolved to new levels of sophistication and speed. And yet, market research still feels like the 1990s.
For one, old-school approaches prevail. Market research still relies on panels, which lose effectiveness over time as panel members experience “survey fatigue.” Whether it’s survey phone calls or emails, panel members are bombarded with requests, making survey responses become less objective and authentic. Additionally, recruiting new panel members is hard, which is why the industry is still reliant on in-person, phone and email recruitment and participation incentives.
Time to market also has not caught up to the needs of today’s marketers. It typically takes market researchers at least two months to recruit panels, write and disseminate surveys, collect data and develop analyses.
To help address these concerns, we’ve developed InMobi Pulse.
So how is InMobi Pulse different? By leveraging our 10-year experience in mobile and AI, InMobi has created a platform that is delivering outstanding results for customers:
Many customers report that InMobi Pulse delivers 5x reach
There are 3.7 billion smartphone users in the world. And, more than half of them use mobile for upwards of 3 hours every single day. With such a colossal scale of reach and depth of user engagement on mobile, it is safe to say that the bulk of any brand’s customers are on mobile, all the time. Mobile has become an average consumer’s native screen and is central to many facets of her life: content, social media, shopping, gaming, entertainment, and much more. It is surprising, nay counter-intuitive, that only 5% of the market research spends globally are done on mobile.The Power of Research on Mobile Traditionally, consumer market research entailed a slow and arduous process of searching for people who qualify to reside in panels, maintaining the panels over a long period of time and rewarding the respondents for participating in market research.In a day and age when the mobile consumer’s preferences change fast and where brands need to remain agile and nimble, marketers across the world face multiple challenges when conducting market research:
It is slow and cumbersome to reach out to target panels on a phone call or even knocking at their doors, which requires significant effort and time.
It is difficult to find and reach niche segments. Imagine an outreach to a panel of 2000 sports enthusiasts between the age range of 40-55 years in urban America.
It has generally been an expensive affair due