Media and Leisure apps performed a important position in serving to us get by way of 2021. Whereas the world round us shifted in response to the pandemic, shoppers turned to media apps as an outlet to remain knowledgeable, join with family members, decompress, and even have some laughs.
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In our 2021 Cellular App Engagement Benchmark Report, a examine of 1,000 apps throughout a billion+ app installs, we take a detailed take a look at apps within the Media and Leisure class. However the class is broad, encompassing all the things from information to video games to sports activities, and client expectations and habits varies dramatically between industries.
In our information, Media apps are segmented into six subcategories:
- Information (world information networks, newspapers, and many others.)
- Music (streaming, broadcasting, and many others.)
- Expertise (media creation, connectivity, and many others.)
- Video games (cellular video games, gaming studios, and many others.)
- Sports activities (leagues, groups, betting, and many others.)
- Telco (communications suppliers, wi-fi networks, and many others.)
Beneath are quick summaries of the six subcategories included in our analysis, with engagement benchmarks for firms to intention for in 2021.
2021 Engagement Benchmarks for Media Apps
What a 12 months for information. Information apps noticed extremely excessive retention charges, possible as a consequence of how a lot information individuals consumed and the truth that there was breaking information nearly every day. Their 90-day retention was 72%, a lot larger than the macro common of 48%; annual retention was 56%, once more a lot larger than macro common of 35%.
Because of the quantity of breaking information protection, Information apps had a excessive interplay price of 41% (macro common is 26%), with a response price of 95% that remained constantly excessive all year long.
Information apps prioritized listening to from prospects by prompting 32% of shoppers for in-app surveys, larger than the macro common of 25%. Their survey response price was 11%, barely decrease than the macro common of 16%—however when surveys had been offered with a Observe, response price went as much as 71% (macro common 60%).
Information apps did, nonetheless, reply to many fewer inbound messages than different apps (17% vs macro common of 72%) largely as a consequence of how a lot trolling they obtain concerning the information itself relatively than their product; these messages are usually not sometimes responded to.
Music apps had essentially the most app retailer scores and opinions out of all Media subcategories. Nevertheless, their total scores had been barely decrease than the class common.
Music apps noticed robust retention for each their 90-day price (50% in comparison with the 48% macro common) and annual price (38% in comparison with the macro common of 35%). Their interplay price (16%) and response price (85%) had been barely decrease than macro averages (26% and 92%). Nevertheless, shoppers confirmed their love for Music apps by giving them a Love P.c of 87%, method above the macro common of 65%.
However whereas many shoppers shared their love, Music apps additionally skilled a number of shifting feelings at -10% (macro common is -4%).
For achievement in 2021, cellular groups have a chance to proactively get forward of shifts in emotion by reaching out to the next share of shoppers; Music apps solely prompted 2% of shoppers for surveys, nicely under the macro common of 25%.
Expertise apps noticed a number of shoppers shifting feelings in 2021, with -8% shifted feelings vs the macro common of -4%.
In addition they had low retention throughout the board, with a 90-day retention price of 27% (macro common is 48%) and an annual retention price of 14% (macro common is 35%). These low numbers are partly as a consequence of not reaching out to sufficient shoppers. Expertise apps solely prompted 9% of their shoppers for surveys in comparison with the macro common of 25%, and didn’t prioritize responding to inbound messages (27% response price vs the macro common of 72%). However once they did immediate for surveys, their common response price (18%) was larger than the macro common of 16%.
Whereas they noticed a Love P.c of 79% (above the macro common of 65%), it’s possible inflated as not sufficient shoppers had been requested whether or not or not they love the corporate.
Expertise apps have a giant alternative in 2021 and past to succeed in extra of their shoppers by way of proactive engagement to get forward of shifting feelings, and finally enhance retention.
Video games Apps
Video games apps noticed poor retention in 2021, with a 90-day retention price of 12% (macro common is 48%) and an annual retention price of 6% (macro common is 35%). Whereas larger churn is frequent within the gaming market, these numbers are nonetheless low and could be improved.
An enormous contributor to Video games apps’ low retention was not reaching out to a big sufficient group of shoppers with the intention to gauge sentiment and construct out product roadmaps that work for almost all—Video games apps solely reached out to 2% of shoppers for surveys, far under the macro common of 25%.
However whereas few in quantity, their surveys had been profitable. Video games apps noticed a survey response price of 25%, above the macro common of 16%. In addition they had a excessive inbound message response price of 77% in comparison with the macro common of 72%.
The 2021 technique for a profitable Video games app consists of increasing client attain to assemble and act on a extra correct voice of the client.
Sports activities Apps
Sports activities apps had a excessive interplay price (44%) in comparison with the macro common of 26%.
Cellular groups despatched many fewer interactions within the first half of the 12 months whereas sporting occasions had been placed on pause as a result of pandemic, whereas August noticed a spike in interactions which then held by way of the top of the 12 months.
Sports activities apps had a constantly excessive response price (95% in comparison with the 92% macro common). Their retention charges had been comparatively regular for the class, with 90-day retention lower than the macro common (27% in comparison with 48%) however annual retention larger than the macro common (39% in comparison with 35%). That is largely as a consequence of seasonality (e.g. a client can disappear for the low season then reappear the following season).
Whereas Sports activities apps had a excessive survey response price of 27% (macro common is 16%), they prompted a really small quantity of shoppers (4% in comparison with the macro common of 25%) for suggestions—a chance to enhance upon in 2021 and past.
2021 retention for Telco apps was barely decrease than the macro common. They noticed a 90-day price of 43% (vs 48%) and an annual retention price of 21% (vs 35%).
Telco apps’ decrease retention might be impacted by their decrease variety of interactions. The apps engaged fewer interactions than the macro common (19% in comparison with 26%), though their response price remained comparatively excessive (87%) and constant all year long.
But it surely’s not for lack of attempting. Telco apps prompted 31% of shoppers for surveys, larger than macro common of 25%. Because of this, their common response price was 26%, larger than macro common 16%. And whereas Telco firms aren’t essentially recognized for prioritizing buyer love, shoppers love their apps. Telco apps had a Love P.c of 70%, larger than the macro common of 65%.
Working in Cellular Media in 2021
Media apps helped join us in a 12 months the place we had been distant. The fast adoption and sustained use of Media apps has formed the trajectory of the trade, and cellular groups are solely starting to discover the total affect their work has on their enterprise as an entire. 2021 is a chance for these working in cellular media to capitalize on new market share, discover new engagement alternatives, and deeply perceive how buyer emotion impacts in-app actions.