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Changes in the use of mobile apps and how they influence mobile marketing strategies

Administrator - MSP marzo 29, 2021 DAT# 1.275

One of the consequences of the 2020 health situation is the changes in the behavior of users with their mobile devices, where the use of mobile apps drastically changed.

Consumers began to use their smartphones much more than before, therefore, mobile applications grew at an unimaginable rate becoming an ideal mobile marketing strategy for any company today.

The latest study by App Annie, State of Mobile 2021 provides insight into some conclusions that have been reached with the change in the mobile app industry and why it is a new marketing strategy today.

Mobile phones outperform television

The results of the study showed that users have added 3.5 billion (Spanish, trillion Anglo-Saxon) hours in their mobile apps. Last year there were 218,000 million downloads.

They also mention that consumers are constantly looking for new experiences and, therefore, new applications continue to be created, creating a great trend, that is, behaviors that were previously carried out outside of mobile phones have migrated to mobile.

So, following these patterns, it is noticeable that, in some markets such as the United States, people have added more hours of use on mobile phones than on television. Worldwide, 4 hours and 10 minutes a day were calculated looking at the mobile, 20% more than in 2019.

Growth is transgenerational

Mobile applications are not something that only millennials or Generation Z handle, but the time of use by baby boomers has grown. Taking data from France, there is a 19% increase in the use of the 50 most popular apps among baby boomers and, in the case of millennials, it was 18%.

Following the French data, it can be seen that popular apps change depending on age. For Gen Z, the top 3 are; Twitch, Discord, and Snapchat. Baby boomers and X’s are; Orange mail app, an antivirus and an app that centralizes loyalty cards.

The year of TikTok

There is no doubt that the popularity of TikTok has increased in the last year, mixing fun with social networks, which causes millions of people to choose it as their favorite app.

Consequently, it registers the highest growth in hours of use per user and is the application that has grown the most year-on-year, being 325% from one year to the next.

In US commerce, a total of 21.5 hours of use per month per user is recorded on TikTok, compared to 17.7 hours on the Facebook app. At the same time, in France 14.2 hours are noted on Facebook, while 17.3 hours are added on TikTok.

More videos on mobile

The consumption of video content on mobile phones has increased in the third quarter of last year and, although it has decreased slightly in the fourth quarter, the final results at the end of 2020 were 239,160 million hours.

In 2019 they were 190.230 million hours, noticing an unimaginable change in a few months. In this area, the win has been YouTube, which continues to add more users to its platform.

The growth of m-commerce

Mobile commerce was another of the sectors with the highest increase due to the consequences of covid-19. The time people spend in shopping apps increased annually by 30%, however, in China it achieved 45%.

The purchase period from January to November reached 115 billion dollars globally, with mobile phones accounting for most of the total. Likewise, purchases of beverages and food have skyrocketed due to the global quarantine situation.

Ad placements

Obviously, changes in behavior patterns have directly affected ad positions, giving more weight to some scenarios.

So, mobile advertising has grown notably around the world. In the United States market it was 95%, although in France it was 165%.

In conclusion, the general mobile environment has reached its peak and is expected to continue due to the new needs of consumers, in addition, companies modified their marketing strategies to adapt them to the digital world and that will continue to be a new reality that we must face , Turning the mobile into a commercial tool.

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