A look back at the 7 biggest app trends of 2015

Looking back at the 7 biggest app trends of 2015
As 2015 comes to an end and 2016 begins, a year has passed in the blink of an eye. In this year, the mobile industry has developed rapidly. Thanks to advances in marketing and analytics, the world of apps targets users in a highly personalized way and connects them across multiple platforms to create a seamless and all-encompassing experience. As a result, in 2015, apps overturned the past and built on the past.
So, what exactly does this mean for the future of apps? By reviewing the 7 major app trends in 2015, it may provide us with some clues about what to expect in 2016:
1. Increasingly personalized (and cross-functional). In 2015, we witnessed the mobile app landscape shift from just needing an app to needing an app that can provide a highly personalized experience. From a study we conducted this year, we found that app users expect tailored interactions through customized content, preferences and location. Furthermore, the app should integrate seamlessly into their lives by connecting to all important aspects (home, work, travel).
In this year, as the app experience becomes more and more customized for users, and is increasingly not limited to in-app experience, we can see the concept of personalization being more and more integrated into life. However, there is still much work to be done. As we head into 2016, marketers need to catch up and ensure they meet user expectations by prioritizing highly personalized and holistic app experiences.
Personalization done right: Evernote is a great example. Their app allows users to write, capture and share ideas in an organized tool that is available from many sources. Evernote's seamless and collaborative experience is the driving force behind their success.
2. Improvement of US app retention rate. The emphasis on personalization is starting to show results. But when it comes to retention rates, things are not optimistic. Retention rates are trending downward everywhere, but the U.S. saw promising growth in this important metric during 2015, with average retention rates ranging from 3% to 42% (app retention is defined as users who return to your app 11 or more times proportion).
Reason for increased retention rate? While American marketers prioritize app marketing, they also improve the overall user experience through new features and cross-channel capabilities. If developers in other countries also want to improve app retention rates, they should learn from the United States and develop strategies and methods to better interact with users.
3. App user participation is on the rise. Similar to what we saw with app retention rates in the U.S., another statistic that rose during 2015 was user engagement. As app analytics became more advanced over the year, marketers used the data to get apps into the minds of their audiences. As a result, the app becomes "stickier" and increases user engagement.
Get user engagement right: JetBlue does it well, and its app can engage users beyond just flying. Passengers can check in, access their boarding passes and receive flight updates on their smartphones. This not only creates a more seamless experience for passengers, but also enhances user engagement through personalization.
4. The continuation of appification expansion. As early as 2014, we introduced the concept of appification. Appification is an increasingly popular trend occurring in all areas of technology that make online experiences more interactive and task-oriented. This phenomenon transcends traditional ideas of mobile apps and has completely changed the way we do branding. Don’t understand what this sentence means? Because of consumer demand, digital experiences are becoming more and more app-based. The task-oriented, interactive experience that apps give users has spread beyond mobile phones, and we can see it increasingly being used as a defining model for new technologies.
5. From push information to remarketing. In 2015, let us realize that the app world is a fickle space. For starters, almost 50% of app users opt for push notifications, which means you have no way to reach them outside of the app. If you want to re-engage lost users, pushing information is not enough. So, how can app marketers solve this problem? This is where remarketing and email come into play.
Research found that we found that 58% of users will churn within 30 days of using the app, and 75% will churn within 90 days. That’s why app remarketing is booming in 2015. Marketers can retarget consumers and app users based on the common channels through which they follow the brand, such as email and social media. To be able to successfully remarket, you need to have the right analytics tools in place to understand your target audience and capture user interactions with your app. At this point you can implement paid remarketing campaigns.
Do remarketing correctly: Amazon understands me. Here’s a great example of them leveraging my previous interactions with them to remarket to me. Earlier this month, I bought my one-year-old nephew a birthday present. Amazon used this data to target my remarketing ads for children’s toys. Not only was it highly personalized, but it also provided timely information for my reference just over a week before Christmas.
6. The emergence of App user life cycle. In the early stages of APP application, marketing success was measured by some exaggerated indicators, such as app downloads. Not only is this one-sided, but it’s not a clear sign of user engagement. As app analytics evolved in 2015, marketers began to take a more comprehensive look at users, and the concept of app user lifecycle emerged. By observing when and where users begin their journey with your app, marketers can better understand their users and deliver more personalized campaigns. More about the four stages of the life cycle: acquisition, engagement, growth, retention.
7. Predictive Insights gives app marketers the ability to foresee the future... Also as a marketer, I have a desire to be able to predict the future. After all, a big part of our job is to study market trends and try to predict what our users will do next. With the publication of predictive insights, I am pleased that we are getting closer to our goal. Prediction markets allow us to use historical and real-time data to fully control user trends. This way you can see which user groups are close to completing key conversion events and which are at risk of churn. Then segment and run impactful, highly personalized campaigns from there to not only acquire users, but grow them and retain them.
As you can see, the app world has seen a lot of changes in 2015. Personalized and seamless all-round experiences have become basic IT trends throughout the year, and are expected to develop more deeply in 2016. What's more, if the signs from 2015 are any guide to the future, buckle up because 2016 is going to be a wild ride.
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