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  1. SHOPPING APPS Mobile User Acquisition Trends and Benchmarks 2016 Dennis Mink, VP Marketing @Liftoff

  2. Mobile Commerce is Booming $142 $150 $142B projected m-commerce sales in 2016 $104 $113 Dollars (Billions) $75 $75 $38 $0 2014 2015 2016 (projected) Source: “Mcommerce sales to reach $142B in 2016: Forrester”. 8 Oct 2015. Mobile Commerce Daily. 2

  3. Shopping Apps are Making an Impact • In 2015, shopping apps accounted for $40.58 billion in sales. • Consumers spent 55.3% more time shopping on mobile devices than computers. 3

  4. Shopping App Acquisition Costs are High • Average cost to acquire a new shopper: $113.74 • Average install-to- purchase rate: 4.3% 4

  5. The Bigger Challenge is Retention • The average app loses 90% of it’s users within 30 days! Source: “Mobile App Landscape: 2015 Q3 Report: Quettra. 5

  6. Our Research is Based On… 1.4 million mobile shopping app installs 31,000 post-install registrations and purchases Amazon, eBay, Rue La La, Touch of Modern and other prominent digital retailers and ecommerce companies 6

  7. 2 Key Takeaways from the Data • September is a sweet spot for user acquisition • Re-engagement in the first 7 days is critical 7

  8. THE SEPTEMBER SWEET SPOT

  9. Cost Per Install is Lowest in September & October 9

  10. Cost Per Registration Follows a Similar Pattern 10

  11. Cost Per First Purchase is Lowest in September 11

  12. Purchase Rates Peak in August & September 12

  13. What to Expect in Q4 2016 2015 CPMs 2015 CPIs 2016 CPM ProjecAons 2016 CPI ProjecAons • CPIs are up to 61% higher in December vs. in September $7.00 $5.25 CPI • CPMs are up to 75% higher in December vs. in September $3.50 $1.75 CPM $0.00 Sept Oct Nov Dec Sources: MoPub Metamarkets data. 1 Sept 2015-31 Dec 2015. Projections based on similar YOY growth rates.Liftoff Shopping Apps Report. July 2016. 13

  14. RE-ENGAGE EARLY & OFTEN

  15. Women Shop with Intent to Purchase 15

  16. 25% of Purchases Occur within 24hrs of Install 16

  17. 2nd Purchase Comes Quickly Average order value was $68.00 per order. 17

  18. PLANNING FOR Q4

  19. How to Blow Out Your Q4 Mobile Shopping Season Invest in user acquisition in September / October, when CPIs & CPAs are lowest, conversion rates are highest Run creative and offer tests in Sept / October when CPMs are lowest. Avoid testing during the holidays Go heavy on re-engagement October thru December 19

  20. BONUS

  21. iOS Acquisition is More Expensive than Android. But…. 21

  22. For more mobile shopping insights, 
 download our latest Mobile Shopping report @
 
 www.liftoff.io
 
 
 Thanks!

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