Challenge
Google set out to decode consumer app usage globally, in order to support app developer businesses across many industry verticals in creating superior strategies for user acquisition and engagement.
Approach
MTM confirmed scope with Apps Marketing and UX stakeholders, based on Google Play analytics. B2B interviews with app developers revealed challenges and aspirations. Immersive, tech-forward qualitative research created a deep picture of user engagement, supported by behavioural economics and cultural insights. Large-scale innovative quantitative research, to finish.
Outcome
No matter what industry vertical or market, we uncovered a universal model for users’ app journeys: Discover, Onboard, Engage and Embed. That final stage is where users have an emotional connection with an app, and that connection improves both behavioural and financial KPIs for the business developing the app.
