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7 Steps to Product Roadmap Success

Learn how to fight feature creep, deliver the right value, and translate vision into action. Let us help you revitalize your product roadmap today, and help make 2021 your year.

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We tailor each demo to your specific business needs. See it for yourself and contact us today!

Thanks for reaching out! While you wait for confirmation from an Apptentive team member, you may find these free resources to be of interest:

Guide

View resource

Guide

7 Steps to Product Roadmap Success

Learn how to fight feature creep, deliver the right value, and translate vision into action. Let us help you revitalize your product roadmap today, and help make 2021 your year.

Download Now

2020 reset the mobile app playing field.

How can apps across all categories emerge stronger in 2021?

Welcome to the “new normal” in mobile consumer engagement.

2021 Mobile Customer Engagement Benchmark Report

Everyone needs to rethink their mobile feedback and engagement strategies to meet rapidly-shifting marketplace changes.


Funding for digital transformation efforts boomed

Regarding the impact of the crisis on a range of measures, executives say that funding for digital initiatives has increased more than anything else—more than increases in costs, the number of people in technology roles, and the number of customers.

Source: McKinsey October 2020 report

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In 2020 there was a record 218 billion app downloads and 143 billion in mobile App Store spend

Source: App Annie “State of Mobile 2021” report

2020 was a breakout year for mobile apps

At the height of the pandemic, our mobile usage skyrocketed—accelerating mobile adoption by 2-3 years in just a few months.

MobileUsageBarGraph 2020 2-3 years’ growth during the pandemic 2019 2018 2017

Source: App Annie “State of Mobile 2021” report


Consumer app usage has never been higher

For many industries, the opportunity to win market share has never been greater. A new report from Apptentive examines engagement data from 1,000 iOS and Android apps to help publishers across categories understand both their app’s strengths and areas for improvement.

Download the Report

Almost all apps experienced significant change in their DAU due to COVID-19

Three main trends took place:

For some industries like Healthcare, a full recovery is a long way off

The app stores are still a main way app publishers listen to consumer feedback—and that’s a problem.

5_Star_Ratings Business Services Education Finance Food and Drink Healthcare Media & Entertainment Personal Services Shopping Travel Utilities 0% 10% 20% 30% 40% 50% 60% 5-STAR RATINGS 70% 80% 90% 100%

Consumers use the app stores to give feedback on content or company rather than the app itself, which doesn’t help app publishers improve their experiences or truly understand how to better serve their communities. Star ratings and reviews still matter to app health, but when it comes to understanding customer sentiment, they are one small piece of a very large puzzle—and dangerous to prioritize in making product and business decisions.

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Planning for the “new normal” in mobile customer engagement

Retaining customers is the new expectation

Retention over acquisition

Investing in retention over acquisition has become a primary focus. Companies who proactively engage with consumers at the right mobile moments are seeing their 90-day retention results double the industry average, which is between 20-30%.

90-day retention rates have doubled for proactive apps

63% of consumers who were proactively interacted with in Q1 were still seen in Q4

Long-term retention gains matter

Measuring short-term retention has become old hat, and a focus on annual retention is driving product roadmaps across all industries. Our research shows that 63% of consumers who were proactively interacted with in Q1 were still seen in Q4.

An end to impersonal customer engagement

Consumers expect choice

App marketers and product managers typically segment customer groups to gather feedback, but rarely go much further. This past year, consumer expectations dramatically shifted to focus on personalized preferences, with individual choice being paramount. Simply giving customers the option to opt into or out of surveys resulted in survey response rates of 60%.

Giving customers the option to opt into or out of surveys resulted in survey response rates of 60%

Power is found in measuring customer emotion

Most people don’t shift their emotions—but when they do, brands can help proactively influence the outcome. In 2020, 13% of consumers shifted their emotions to move between Fan and Risk audience segments. Brands only lost an average of 4% of consumers in this group thanks to precise segmenting and proactive, personalized outreach.

How should app publishers respond?

Focus on retention, not acquisition

Lower marketing costs, improve loyalty, and save resources by prioritizing customer retention.

Turn apps into listening channels

Mobile has become a primary—if not the only available—listening channel. Understand customer emotion by gathering, measuring, and acting on feedback to make product decisions.

Go all in on personalization

Allow consumers to direct their own journey within your mobile experience based on individual preferences.

Dive deeper

2020 reset the mobile app playing field. Competitive brands have already adapted to the changes. Winners in 2021 need to focus on retention, turn their apps into listening tools, and go all in on personalization.

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About the authors

Chief Customer Officer, Apptentive
VP of Engineering, Apptentive
Data Analyst,
 Apptentive
Head of Content, 
Apptentive
Senior Content Marketing Manager, Apptentive

The authors would like to thank Ren Fischer, Stephanie Blichfeld, Veronica Rosenberg, Robi Ganguly, Vinny McKee, and the design team The Medium for their contributions to this report.

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