The following is a guest contributed article by Joseph Vito DeLuca, a mobile marketing analyst at Trademob.
Apple’s latest announcement introduced the newest editions of the iPad, which include the new iPad Air and an upgraded version of the iPad Mini.
The 9.7-inch iPad Air weighs just one pound and is 7.5mm thick, making it the lightest full-size tablet on the market. The iPad Mini has gotten notable upgrades, such as an A7 chip and a retina display. A full specs breakdown of the new iPads can be found here.
The new iPads are exciting new products that will generate much buzz among consumers, and they will also be of note to app marketers.
An Influx of New Users
One of the biggest benefits the new iPads will offer app marketers is an increase in traffic. As is always the case with a new hardware launch, there will be an influx of new users looking for apps to download onto their new devices. November will be a great time to run user acquisition campaigns.
Instead of simply targeting retina display iPad Mini and iPad Air users, we recommend that you run targeted campaigns across the entire iPad user base to ensure a sufficient amount of traffic. Approximately one month after the release of the new iPads, you should run a thorough user analysis to identify the different user segments and profiles for your app.
Evaluate whether or not iPad Air and/or retina display iPad Mini users may be different from other iPad users with regard to their overall monetization and conversion on ads. Also, cross analyze these findings with iPad sales figures so you can better optimize your device targeting. For instance, if the iPad Air is selling well and converting well, then it is definitely the device to target.
Tablet Users Represent a Distinct Mobile Demographic
Although tablet users are frequently aggregated into the overall mobile users category, they have distinct characteristics that distinguish them from smartphone users. The separate habits of tablet users make them a lucrative segment and therefore, should not be forgotten when it comes to app marketing. In general, tablet users more frequently make purchases, and generally make larger purchases than smartphone users. They also have longer engagement periods within their device.
While smartphone users continuously engage with their devices for shorter, but more frequent sessions throughout the day, tablet usage peaks in the evening (around primetime) and consists of longer engagement periods. Results of a recent survey by Nielsen show that 88 percent of US tablet owners say they have had both their tablet and television on at the same time.
Female iPad owners typically spend an average of 15 hours and 5 minutes per month using mobile apps, compared to 12 hours and 24 minutes for male users. This informations presents the opportunity to engage with specific consumer demographics, and is something that app marketers will certainly want to leverage.
Tablet adoption is far from reaching its peak. It is predicted that by 2014, 48% of U.S. households will own a tablet, and by 2015 tablets are expected to be shipped in greater numbers than desktop computers and laptops combined. Tablet advertising, however, has not grown at the same pace as tablet adoption. Tablets only account for 25% of mobile ad impressions, which means there remain great opportunities for app advertising.
Leverage iPad Users Around the Holiday Season
There is no doubt the new iPads will be a hot item during the holiday season, so the end of the year will be a crucial time for targeting new users, and apps with business models that could significantly benefit during the holiday season rush (such as travel and commerce apps) should certainly focus on engaging/re-engaging their users.
The period leading up to Christmas Day will be especially important for e-commerce. Tablets accounted for 14 percent of the time spent shopping online, with approximately 90 percent of tablet users doing so via iPads. Furthermore, Google found that consumers are using multiple devices to power their holiday purchasing decisions — 63% claimed they used multiple devices to assist with their holiday shopping, while 66% said they relied on their smartphones and tablets more frequently for shopping during the holiday season.
Before Christmas, launch special promotions and retargeting campaigns to remind your users to complete actions such as shopping or booking with your app. Then, consider running an App Store boost before December 21st so your app is at the top in time for the holiday shopping period and for the time between Christmas and New Year’s Day when several users will be downloading apps for their new devices.
The iPad, and tablets in general, present a great opportunity for app marketers. By making sure to understand the emerging trends and developing an intelligent user acquisition and engagement strategy, the potential benefits of these devices can be fully realized.