Fiksu DSP, a Boston-based mobile marketing company recently published results of its latest consumer survey focused on user behavior in the context of mobile apps usage. The firm found that while the mobile apps market is becoming increasingly saturated, there's still money to be made in both apps and advertising, provided you get creative enough. While user reviews on app stores are obviously an important metric for all developers, Fiksu claims they're of utmost importance to Android developers as the company's survey found that Android users are almost 40% more likely to choose one app over another based solely on customer reviews on the Google Play Store.
Furthermore, the Boston-based market research firm explained how consumers are now more susceptible to ad fatigue than ever, adding how their annoyance with mobile advertising is likely to increase in 2017. As 77% of smartphone users are likely to uninstall an app if it repeatedly serves them with an irrelevant ad, Fiksu recommended advertisers to obtain Android Advertising Identifiers, unique keys which differentiate between devices and track ad-related activities. These identifiers will enable advertisers to keep track of conversion rates and avoid spamming consumers with irrelevant ads which clearly aren't working, the company believes. Furthermore, Fiksu found that most interviewed Android users prefer banners over other types of advertising. However, the company's internal metrics seemingly don't corroborate that fact as the Boston-based firm believes in-app playable ads boast the best clickthrough rates. Fiksu explains this gap by asserting that a lot of users haven't yet interacted with playable ads which it touts as the next big thing in the app advertising industry.
In addition to that, Fiksu found that while 54% of consumers reevaluate their apps once they get a new device and start replacing some mobile solutions with other ones, barely 5% of the interviewees explained this activity as a consequence of migrating from iOS to Android. In other words, people who transition to a new mobile OS are often looking to replace some apps simply for the purpose of changing things up and without even taking into account that some iOS apps aren't available on Android and vice versa. Not surprisingly, Fiksu's study confirms findings from a lot of other similar surveys when it comes to the popularity of specific app categories. Namely, the Boston-based firm found that organizational tools, social apps, and games are the most used app categories among the overall population. Interestingly enough, Android users are 27% more likely to play mobile games on a daily basis than iOS users.