Mobile Signals Report: Will Your App Reach $1M in Revenue?

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Tapjoy Mobile Signals Report

Tapjoy, a marketing automation and monetization company, has released its Mobile Signals Report, which studied the mobile app behaviors of 149 million users and found five major trends that may be useful for developers to determine whether their apps will reach $1 million in revenue. Tapjoy examined user behavior in 479 apps with session counts over 1,000, from October 2013 to December 2014. The report focused on developers from Korea, Japan and China, a fast-growing but still relatively new market.

First, Tapjoy found a strong connection between the number of players making three or more in-app purchases and the likelihood the game would reach the $1 million revenue threshold. The study found 84 percent of apps with 1,000 or more users who complete three or more in-app purchases within the first 83 days eventually reached $1 million in revenue. Apps that had 4,000 or more users completing three or more in-app purchases reached $1 million 100 percent of the time.

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When analyzing these three individual purchases, the study found users are more willing to make the first purchase, with “dramatic drop-off rates” afterward. For that reason, Tapjoy says first-purchase rates are potentially misleading when determining whether an app will reach a desired performance threshold. The report showed 35 percent to be the key number for reaching the $1 million revenue mark, with the “vast majority” of apps that had at least 35 percent of their first time purchasers go on to complete a third purchase reached that revenue number.

Tapjoy went further, analyzing average gameplay session length, in-app purchase trends in relation to the time of day or month, and more. The report showed the top 10 percent of games by revenue had an average gameplay session of over 25 minutes, and that 20 percent of monthly revenue is earned during the first four days of the month.

Since this data doesn’t provide a guaranteed formula for determining the lifetime value of users or the eventual revenue of new mobile games, Tapjoy says developers should “rely on multiple perspectives, with close attention to nuances, to piece together [their] revenue picture.”

The full Tapjoy Mobile Signals Report is available here.

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How Asian Americans Use Facebook, and What Marketers Should Do About It

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FacebookIQAsianAmericansStatsEnglish is not the be-all, end-all language for Asian Americans on Facebook, as 42 percent of them communicate with friends and family in their native tongues, according to a recent study by IPSOS MediaCT, commissioned by Facebook.

IPSOS MediaCT studied Facebook users who identified themselves as having heritage from Bangladesh, Burma, Cambodia, China, India, Indonesia, Japan, Korea, Laos, Malaysia, Nepal, Philippines, Pakistan, Singapore, Sri Lanka, Taiwan, Thailand or Vietnam, and they found that:

  • One-half of respondents use social media as a daily form of communication.
  • One-half connect to their culture via cooking or eating, 23 percent more than the overall U.S. population.
  • 46 percent connect to the culture through family.
  • Asian Americans spend an average of 19.1 hours per week online via computers, smartphones or tablets, 0.8 percent more than the U.S. average.
  • 44 percent said accessing cultural content not available on other media was an important reason for using Facebook.
  • 38 percent share links to news articles via the social network, more than any other multicultural group.
  • 45 percent of Asian Americans list Facebook as an important place to express things they wouldn’t feel comfortable expressing in-person.
  • 46 percent of Asian Americans’ Facebook friends are predominately within their own generation or younger.
  • 55 percent use Facebook Messenger to connect with friends and family outside of the U.S., with 82 percent of Asian Americans born outside of the U.S. using the application in this fashion.
  • One out of five Asian Americans participates in group chats on the social network, more than the overall U.S. average.

Facebook IQ pointed out in a blog post that Asian Americans account for 5.6 percent of the total U.S. population, with buying power of more than $700 billion in 2013, seen approaching $1 trillion by 2018, and the social network offered the following takeaways for marketers looking to target this growing group:

  • Embrace the diversity of backgrounds: Asian Americans in the U.S. hail from many countries, each representing unique cultural values, beliefs and languages. Marketers should respect the diverse tapestry that makes up the Asian American community and tailor messages accordingly.
  • Make online a destination: Asian Americans lead the charge for the most time spent online across devices. Digital media has provided a platform for discovery, expression and community. Creating an enticing and engaging presence across digital media will help brands capture the attention of this active online audience.
  • Showcase culturally relevant content: Integrate content that reflects the Asian American experience. From celebrating holidays like Lunar New Year to viewing movies produced by Bollywood in the U.S., Asian Americans stay connected to their culture and heritage, and brands can help by providing relevant content on Facebook that’s unable to be found elsewhere.

Readers: What did you think of the findings by IPSOS MediaCT?

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