Demand for mobile services booms, while consumer spend cools 

Someone walking in the snow.

data.ai (formerly App Annie), a mobile data analytics provider, reveals in its annual State of Mobile 2023 Report that demand for mobile apps accelerated last year while consumer spend shrank. Downloads grew to 255 billion (+11% YoY), and hours spent peaked at 4.1 trillion (+9% YoY).

Meanwhile, consumer spending across all app stores, including third-party Android marketplaces in China, slipped by 2% YoY to $167 billion as economic headwinds impact discretionary...

21% of consumers never want to hear from retailers

A gnome holding a sign that says 'go away'

Just 16% of UK consumers think that retailers react to their feedback, despite 69% of businesses claiming to do so.

This is according to new data released by Emarsys, an SAP company. The company's research, which surveyed both consumers and retailers across the UK, highlights the struggle to keep up with customers and identifies a number of disconnects between the two. It found that 28% of UK consumers believe their feedback is being used purely for marketing purposes rather than...

98% of brands think connected TV advertising will be bigger than mobile advertising

AppsFlyer has released its new survey report, Connected TV Trends, 2022-23, Advertiser and Viewer Perceptions, that combines viewer and brand insights on the rapidly evolving Connected TV (CTV) space.

The growth of CTV devices and platforms has spurred interest and popularity for advertising, and the survey found that currently, 64% of businesses are running direct response campaigns on CTV. 

Advertising on CTV also allows brands to expand reach, measure...

Investing in apps remain top priority for CMOs

More than half (53%) of businesses without an app plan to launch one in the next 12 months, according to a new survey of 101 UK CMOs.

The growth of the app market continues to go from strength to strength with more than seven million apps now available across iOS and Android. In fact, the research found that almost half (48%) of businesses currently have an app.

The survey, from digital marketing consultants ConsultMyApp, questioned 101 CMOs of businesses with more than...

One in three Brits prefer to reach customer service via WhatsApp

Someone using WhatsApp on their phone.

One in three Brits would prefer to contact customer service via SMS or WhatsApp, new research shows, highlighting the need for businesses to employ a fully omnichannel presence. 

Despite call centres being a traditional means of communication between brands and their customers, this is now the preference for under half of the UK population (43%), according to a survey of 1,000 Brits by telecoms provider Esendex. 

In a similar vein, 79% of consumers would...

65% of app marketers trialling new ways to target paying users

Nearly two thirds (65%) of app developers and marketers are searching for new ways of targeting new paying users without IDFA, cookies or data privacy issues.

This is according to the latest research from AdTech company Bango. Even with Google’s recent announcement that they are postponing the removal of cookies once again, changes such as Apple’s decision to restrict IDFA, and mounting government legislation, are forcing app developers and marketers to rethink their...

Mobile marketing and a cookieless future: challenges and opportunities

A man using a smartphone.

There’s a growing body of evidence, suggesting that people are more obsessed with their mobiles than ever before. For marketers and brands, this obsession translates into incredible opportunity, especially as the third-party cookie crumbles and relationship marketing emerges as king of the marketing paradigm.

Smartphones are often the first thing people check in the morning and the last thing they touch at night. In the UK alone, it’s estimated that people spend an average of...

Ru Roberts, Waze: On non-distracting and privacy-conscious advertising

MarketingTech caught up with Ru Roberts, UK Country Manager for Waze, to discuss how the popular satellite navigation app advertises to drivers in a responsible manner.

As a free app, Waze relies on advertising. However, displaying ads to drivers could be a recipe for disaster.

Waze has faced its fair share of criticisms in the past for distracting drivers. Early users will remember things like messages from random drivers popping up constantly. Fortunately, Waze heard...

Old School: The forgotten tech making a comeback with marketers

In the results-driven world of performance marketing, it can be tempting to jump from tool to tool, scrabbling at the latest must-have tech. 

Despite massive advances in the way that marketers work, at the core of many strategies lies some pretty reliable tech, which shows no sign of being dropped from the marketing mix. 

There is a reason why old tech works, there’s a layer of trust and acceptance that marketers can benefit from - big time.

Old tech,...

Vimeo becomes first video software company to partner with TikTok

TikTok Logo

Video SaaS company Vimeo has joined TikTok Marketing Partners, a group of specialist companies that create, implement and measure ad campaigns on TikTok’s video-based social media app.

The partnership gives small and medium businesses (SMBs) access to Vimeo’s suite of video creation tools whilst simultaneously enabling them to take advantage of TikTok’s broad userbase.

Pre-release tests of both company’s capabilities saw participants able to double the number of...