New Mobile Data Shows Men Favor Dating & Saving Apps; Women Prefer to Shop & Share

Liftoff's Q1 Mobile App Engagement Index Reveals Impact of Paid Media on App Engagement; Cost-per-Action & Conversion Rate Benchmarks Help App Marketers Plan Ad Budgets

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Liftoff

May 05, 2015, 09:05 ET

MENLO PARK, Calif., May 5, 2015 /PRNewswire/ -- The latest data from the Q1 2015 Liftoff Mobile App Engagement Index shows that gender is a major influence in predicting which users will engage with mobile apps after the install, with cost-per-action (CPA) and conversion rates varying significantly between men and women across some app categories.

The new Index and accompanying infographic, compiled by CPA-driven mobile app marketing and retargeting solution Liftoff, reveals key insights that can help app marketers better understand target audiences and plan advertising budgets to attract new users who are more likely to convert.

The quarterly analysis measures the CPA and conversion rates across 22.5 million installs and 550 million post-install events in six app categories: dating, finance, shopping, social, travel and utility. The Index benchmarks post-install events including registering, sharing, making a reservation or purchase, and subscribing to a service, as well as the CPA app marketers should expect to invest to drive the desired user engagement.

The latest edition shows that post-install actions cut sharply across gender lines:

In shopping apps, women far outperform men, with the cost to acquire a new customer who makes a first-time purchase much lower for women than men. Females are 32% more likely to purchase, with a much higher install-to-first-purchase rate and significantly lower cost-per-purchase—$144.50 CPA for women versus $190.70 for men.
For social apps, women also trump men with 36% more females sharing content, resulting in a much lower cost-per-first-time-share of $7.74 for women, versus $10.52 for men.
Financial apps are the men's domain with males costing significantly less to acquire. Cost-per-install (CPI) for men is 15.25% lower than for women, with an even greater disparity in cost per registration at 16.3% less than women.
When it comes to dating apps, men like to browse, while women like to buy. And, although attracting those women may cost a bit more, the ROI is greater in overall lifetime value. Over half of men who install a dating app create an account, compared to just over 40% of women, for a $5.19 registration CPA for men. Meanwhile, the registration CPA for women is nearly 80% higher at $9.30, yet women convert to paying subscribers 6% more than men, making them more valuable in terms of ROI.

"This data is extremely valuable in helping app marketers more accurately plan their budgets and maximize ROI from their mobile advertising campaigns," said Dennis Mink, vice president of marketing with Liftoff. "Most app install campaigns are purchased and measured on a CPI basis, but the install hardly tells the whole story. In order to be truly effective, campaigns must generate engagement in post-install events like registering, booking a room or making a purchase, to generate true ROI. Otherwise, you could be paying way too much to acquire low-quality users."

In addition to stark gender differences, the Q1 Index also finds significant contrasts between mobile operating systems. While Android users engage by registering or sharing content more, iOS is where the money is. When it comes to transactional events—purchasing, subscribing or reserving—iOS is more cost effective, costing up to 22% less to acquire a first-time buyer.

To view the complete Q1 2015 Mobile App Engagement Index Report, download it now for free at http://info.liftoff.io/index-report-q1-2015.

About Liftoff
Liftoff is the only true CPA-driven mobile app marketing and retargeting solution that helps app publishers boost post-install events and conversion rates in just 60 days. Delivering more high-value users than any other app marketing platform, Liftoff maximizes ad spend ROI and lifetime customer value. With its unique CPA-based payment model where customers pay only for desired user actions, not just installs, Liftoff eliminates low ROI CPI-based buying to drive new revenue. The company is headquartered in Menlo Park, Calif. Connect with Liftoff at www.liftoff.io, @liftoffmobile or www.facebook.com/liftoff.io.

SOURCE Liftoff