Would a brand spend $20,000 to acquire 10,000 users? Before you answer that question, spend 5 minutes reading this:
The lead indicator of how costly it is to launch an app is, how much it costs to acquire a user. Fortunately, for the App Economy, the metrics are clearly defined, and the Cost Per Install (CPI) metric is one of the best lead indicators.
I was doing some research on CPIs of native apps today. Here’s what I found:
Based on the 3 simple data points, here’s what we can deduce:
This makes a lot of sense. Apple’s user experience and level of curation trumps Google Play’s. A better experience would mean better conversion from non-paying to paying users.
How does this affect brands who wish to launch new products to consumers? For one, expect their marketing budgets to increase, to compete with the 40% increase year over year.
But wait ….
If you’re a brand and you said “That’s too expensive!”, then keep reading….
Brands and marketers are attempting new ways to engage the end user. Within our company, we’re seeing an uptick of requests by brands to launch full HTML5 web experiences via the mobile and desktop web browsers. We believe it’s most cost effective method to engage consumers.
Here’s a typical scenario, of how brands compare native app to HTML5:
With this new info, let’s rework our question to the following:
What about the rest of us? Let’s look at greener pastures:
Advantages of HTML5:
The advantages of HTML5 far outweights native apps, both on cost and engagement basis. With end consumers having 3-second attention span these days, instantaneous play is crucial. Also, with HTML5, its easy to build additional mechanisms to collect user information for follow-up marketing. With the app stores, Apple and Google own all your user’s data.
The end! Thanks for reading.
MarketJS is a company that leverages HTML5 to provide cross-platform solutions to clients. We have been serving clients since 2012.
MarketJS offers a variety of products and services:
We can be reached at support at marketjs dot com.
"We found MarketJS very easy to work with, and were impressed with how quickly they delivered and responded to our questions."
Rebecca MacDonald, VP of Marketing, Active Navigation
"MarketJS was very easy to work with, and they were always responsive to our questions and requests"
Jeff Robertson, Vice President of Technology & Operations, Carbon8
"MarketJS consistently delivers quality games on time and on budget. They are a great partner."
Scott Sheppard, President and CTO, MoZeus
"We had a great experience working with MarketJS. They were able to move fast on a tight timeline project and deliver exactly what we required with record time and quality. Definitely will be working with them on future projects to help bring our client’s digital needs to life."
Lauren Boutette, Account Director, Lumency
"MarketJS went above and beyond to deliver our projects tailored to our needs. Very swift and quick response and turnaround time. Highly recommended."
Yazan Al Tamimi, Account Manager, Socialize Agency
"Thanks so much for the work your team did. MarketJS was able to work with us to create a custom solution that exceeded our expectations."
Mike Davis, Sales Manager, ComQi
"We are really satisfied with MarketJS. They are quick to help with any troubleshooting and implementation."
Liliya H., Content Specialist, Telecoming
"It was a great pleasure working with MarketJS, they really helped thinking along with our needs. The delivery of the content was always quick and every custom request we had was possible to develop."
Willem van Ditzhuijzen, Business Development, CreativeClicks
"We are extremely happy with the content and service which MarketJS has provided us."
Matt McPherson, Director / Strategic Accounts , Wildtangent
"MarketJS provided excellent support and responded well to ad-hoc requests."
Seah Li-Wei, Project Manager, Spoon Creative
"MarketJS collaborated with our team really well and delivered quality work."
Kevin MacDonald, CTO, TeachTown
"MarketJS has been outstanding; they were patient and very helpful in delivering quality service that matches our custom game requirements."
Marlon Santos, Researcher and Senior Software Engineer, University of Sydney
"We've worked with MarketJS on a number of games now and always find them to be easy and efficient to work with."
Ben Gilbert, Project Manager, Ichi Worldwide
"We are very pleased working with MarketJS, it was far above our expectations in terms of deliverables."
Didier Seevraz, Digital Media Specialist, Lottotech
"MarketJS was fast, responsive and very customer focused. It was a pleasure to work with them."
Bryan Wursten, Senior Digital Editor, Boy Scouts of America
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