engagement with financial apps jumped 41% in 2018, demonstrating a stronger
motivation among women to take control of their finances on mobile devices, according
to a study of app data by mobile marketing platforms Liftoff and Leanplum
shared with Mobile Marketer.
difference in cost to acquire male and female finance app users narrowed to
$2.74 in 2018 from $7.69 a year earlier, the data shows. The cost to acquire a
male financial app user rose 8.6% to $33.41, and declined for a female
financial app user by 2.3% to $36.15, per the study.
growing adoption of financial apps among women may be explained by increased
global adoption of mobile technologies and growing number of college-educated
women, Liftoff and Leanplum said. The analysis covers data from 10.3 billion impressions
among 2.7 million app installs, 168 million clicks and 1.7 million activations
popularity of financial apps among women is a global phenomenon that supports
the idea that mobile technologies can help to enable female empowerment and
present marketers with an expanding audience of consumers and financial
stereotypes fade and the gender gap closes, marketers are presented with
exciting opportunities to connect women to the apps they love using,” Liftoff
and Leanplum noted in press materials. “As women increasing assert their
financial autonomy on mobile, marketers should keep a keep eye on this
burgeoning market opportunity.”
also shows signification growth of financial apps in Asia-Pacific countries.
Middle East and Africa (EMEA) region also shows promising growth for financial
apps. The cost to acquire an activating user may seem pricey dropped by about
50% to $50.62, which is still pricey by global standards. The EMEA’s 13.6%
install-to-activation rate is the lowest in the world, but it is five times the
rate of the prior year. That kind of growth suggests that marketers of
financial apps can’t ignore developing markets as the adoption of mobile
technologies becomes more widespread.
here for the original article.