In recent years, we’ve seen a distinct increase in consumers accessing content via mobile devices and in particular, mobile apps. However, up until now the notion of accessing digital content via mobile apps has largely been an anecdotal trend.
New research from Nielsen’s Application Market Intelligence solution shows that progressive companies who have responded to this mobile app opportunity, such as Carsales.com.au, have captured incremental consumer touch-points for engagement. Through providing high-quality content on both their mobile website and app, consumers can choose how best to access the Carsales content during their car research or purchase process; and the company are seeing engagement levels soar as a result.
More than one in four (26%) online user sessions for Carsales.com.au came directly from usage of their mobile app in the month of March 2014. In the same period, 57 percent of their total user sessions came from a mobile or tablet device – meaning only 43 percent of content was accessed on a computer.
Application Market Intelligence provides the first independent view on app traffic and allows publishers like Carsales to more accurately value and monetise that engagement; while also demonstrating to agencies the huge opportunity that exists to get their advertisers exposed to more consumers through useful and appealing applications.
This first look at the results through carsales.com.au reinforces the industry’s need for this level of insight and is the next step in providing measurement across mobile-based content, following the introduction of device reporting in Nielsen Market Intelligence last year. Nielsen has been working with the Interactive Advertising Bureau (IAB) to provide the industry with this device-level measurement to quantify the effort that successful mobile applications can have on driving incremental engagement with consumers.
Among mobile users, the preference is for ad-supported apps that are free to download, rather than paid apps that are ad-free. Further, branded apps that offer utility hold strong potential. Forty-five percent of mobile users say they would download an app from a company or brand if it was useful or entertaining while 29 percent felt they would not download a branded app because it is perceived as simply advertising.
This reinforces the reach potential that in-app advertising can incrementally deliver, while also balancing the end-user needs of relevant and engaging app content.
carsales.com.au – Total sessions by device/app for the month of March 2014
Note: ‘App’ is an aggregation of all app sessions across all iOS, Android and Windows devices for both ‘mobile’ and ‘tablet’. ‘Tablet’ is sessions via web browser only and ‘Mobile’ is sessions via web browser only.