Liftoff Mobile, Inc. · NASDAQ:LFTO
Liftoff Mobile — 2018 Mobile App Engagement Webinar
28 slides from Liftoff Mobile's conference presentation, November 2018
Slide 1: Mobile App Engagement: 2018 UA Trends & Benchmarks
WEBINAR Mobile App Engagement 2018 UA Trends & Benchmarks
Slide 2: Agenda
Agenda 1 Introductions 2 Benchmarks & Indexes Engagement by Gender, 3 Category, Region 4 Mobile Retention 5 Q&A 2
Slide 3: Meet the Panelists
Meet the Panelists Peggy Anne Salz Brittany Fleit Matt Hawes Morgan Friberg Lead Analyst / Founder Sr. Manager, Content Business Intelligence Sr. Marketing Manager Marketing Manager 3
Slide 4: Panelist company: technology editorial and research destination
A top 50 ranked influential technology destination, providing editorial content, in-depth analysis and custom research for the global mobile industry. 4
Slide 5: Leanplum mobile engagement platform
Leanplum is a mobile engagement platform that helps forward-looking brands meet the real-time needs of their customers. 5
Slide 6: Liftoff app marketing platform
Liftoff is a performance-based, app marketing platform helping companies drive adoption and engagement in mobile apps. 6
Slide 7: Data set: Sep 2017 - Aug 2018
liftoff.io/resources ● Sep 2017 - Aug 2018 ● Over 257 billion impressions ● 58.4 million installs ● 19.2 million first-time events ● Leanplum & Liftoff data
Slide 8: Benchmarks & Indexes
_ Benchmarks & i _ Indexes -_7 = = =- = =- = -_- = =- _- - ——=— — sees ee ee
Slide 9: 2018 cost & engagement rates per action
2018 cost & engagement rates per action Cost & Engagement Rates per Action 9
Slide 10: Cost and conversions compared to last year
Compared to last year, except in-app purchases, costs and conversions Cost & Engagement Rates per Action 10
Slide 11: In 2018 CPIs fluctuated 30% between $2.38 & $3.14
In 2018 CPIs fluctuated 30% between $2.38 & $3.14 Average Monthly Cost-per-Install 11
Slide 12: In-app purchase costs & conversion rates stable most of the year
In-app purchase costs & conversion rates are stable most of the year In-App Purchase: Monthly Costs & Engagement Rates 12
Slide 13: Playtika quote on acquiring users through the year
“ ...strike while the iron is hot, take advantage of the months when the costs are low and engagement is high, but... if you want to have a sustainable business you have to keep acquiring users throughout the ” other months. The trick is to keep enough meat on the bone to keep generating users. Harr
Slide 14: Fall through winter most efficient time to acquire shoppers
Fall through winter is the most efficient time to acquire mobile shoppers Purchase: Monthly Costs & Engagement Rates 14
Slide 15: Subscription app UA performance degrades in summer
Subscription app UA performance degrades in summer Subscribe: Monthly Costs & Engagement Rates 15
Slide 16: Engagement by Gender
Engagement by Gender
Slide 17: Females outperform males on In-App Purchases & Subscriptions
Females outperform males when it comes to In-App Purchases & Subscriptions Gender: Costs & Engagement Rates 17
Slide 18: Engagement by App Category
Engagement by App Category
Slide 19: Cost & engagement rates across app categories
Cost & engagement rates across 5 app categories: Dating, Finance, Gaming, Shopping, Utility Gaming Apps: Costs & Engagement Rates 19
Slide 20: Shopping apps saw highest growth in install-to-purchase rates
Shopping apps saw the highest growth in install- to-purchase rates, increasing 96% YoY 2017 2018 % Change Dating 1.7% 2.4% + 41.2% Finance 7.7% 10.3% + 33.8% Gaming 5.0% 2.9% - 42.0% Shopping 4.4% 8.6% + 95.5% Utility 5.6% 9.4% + 67.9% YoY Change in Install to Post-Install Event Conversion Rates by
Slide 21: In-App Engagement
~ In-App Engagement
Slide 22: Gaming users spend most time in-app; finance users return most often
Gaming users spend the most time in-app but finance app users return the most often Category: Session duration in minutes Category: Days since last active 22
Slide 23: In-App Mobile Retention
Sin App Mobile ~ Retention
Slide 24: 98% of installs stop using an app within 90 days
98% of installs will stop using an app within 90 days Average Retention Rate for Mobile Apps 24
Slide 25: Push notifications increase Day 14 retention by 62%
Sending push notifications results in a 62% increase in Day 14 retention Average Retention Increase with Push Notifications 25
Slide 26: Data set: Sep 2017 - Aug 2018
liftoff.io/resources ● Sep 2017 - Aug 2018 ● Over 257 billion impressions ● 58.4 million installs ● 19.2 million first-time events ● Leanplum & Liftoff data
Slide 27: Questions?
~Questions?
Slide 28: Thank You!
~ Thank You!