The Global State of Mobile 2020 And How to Adapt your Mobile Strategy to the New Normal

How is the pandemic influencing user engagement within mobile apps? The global pandemic led to massive gains for key mobile engagement metrics that had been trending downward. See highlights from Airship’s “The State of Global Mobile Engagement 2020: European Edition” and learn how you can adapt your app to the new economic environment.

Location Opt-In By DeviceOnce the pandemic began, location opt-in grew every single month March-June, reaching 10.7% globally — a 39% growth rate. That’s a reversal of the downward trend we’d seen since GDPR was implemented.

Average Direct Open Rates*After the pandemic began, average direct open rates grew for every subregion

except Southern Asia. Brands across European countries saw a higher increase in average direct open rates than anywhere else in the world.

*Direct Open Rates are app opens from a click on a push or web notification

Adapting Your Strategy for the New Normal

• Create real-time feedback loops: Be quick to adapt your strategy based on

customers’ new behaviours.

• Expand your mobile touch-points: Offer customers connection points across many

channels for maximum adaptability for them and your brand.

• Strengthen your culture of experimentation: Make it easy for anyone on your team

to create A/B tests to make more informed decisions and build continuous

improvement into your strategy.

• Make automated messaging nimble & flexible: Create customer journeys that can

detect customer preferences and actions to quickly personalise and adjust for

better engagement and outcomes.

Contact Airship to get best practices and ideas for powering your customer

engagement strategy.

SourceAirship report The State of Global Mobile Engagement

2020: European Edition.

Download the report here: bit.ly/MobileEurope2020

Methodology• Data includes 744,469,537 individual app users,

of which 52% were Android and 48% were iOS

• Subregions and industry verticals included were

those with 10 million or more users in February 2020

• Countries included were those with 1 million or more

users in February 2020

NorthernAmerica

Latin America& the Caribbean Southern

Asia

EasternAsia

EasternEurope

NorthernEurope

WesternEurope

+25.9%+9.9%

+40.6%

+36.9%

+3.1%

+2%

+34.8%-2.1%

AVERAGE DIRECT OPEN RATES BY SUBREGION

SouthernEurope

AVERAGE DIRECT OPEN RATES IN EUROPECHANGE SINCE PANDEMIC BEGAN

CHANGE SINCE PANDEMIC BEGAN

Feb 2020 Location Opt-In

Rate

Change Feb 2020 vs.

Feb 2019

June 2020 Location Opt-In

Rate

Change Since

Feb 2020

8.4% -6.7% 10.3% +22.6%

7.2% +4.3% 11.2% +55.6%

PRE-PANDEMIC AFTER PANDEMIC BEGAN

About AirshipMarketing and digital experience teams at

thousands of the world’s most admired

companies rely on Airship’s Customer

Engagement Platform to create deeper

connections with customers by delivering

incredibly relevant, coordinated messages

across channels.

©2020 Airship • team@airship.com • AIRSHIP.COM

Average App Opens by VerticalBrands worldwide have seen an increase in average app open rates during the pandemic.

Medical, Heatlh & Fitness

Media

Entertainment

Tech, Internet & Productivity

Retail

Utilities

Business

Finance & Insurance

Gambling & Gaming

Food & Drink

Travel & Transportation

Sports & Recreation

+60%

+55%

+40%

+40%

+38%

+35%

+26%

+22%

+15%

+2%

-23%

-34%

CHANGE SINCE PANDEMIC BEGAN

March-June 2020 Average vs. February 2020. For a list of countries included in subregions, download the full report.

March-June 2020 Average vs. February 2020

Austria

Belgium

France

Switzerland

Germany

UK

Finland

Dennmark

Norway

Spain

Sweden

Greece

Italy

+91.6%

+64%

+62.5%

+58.8%

+42%

+40.3%

+39%

+38.1%

+23.2%

+13.6%

+12.3%

+3.8%

+1.3%

-6.9%

-38.9%

Ireland

Portugal