The New Device “App”-alanche: Get em While They’re Hot!

Key Takeaways:

• After unboxing a new phone, an “App”-alanche occurs where new owners install 3x more apps than those older phones
• The longer someone has a device, the less they “lean in” to installing new apps - showing less interest than new device owners
• The “App”-alanche creates a “ready to discover” consumer mindset that savvy publishers should be poised to capitalize on

Your typical UA strategy is likely missing a key period to draw in new users. About every 2 years or so, mobile phone owners purchase a new device and develop a “lean-in” attitude toward app installs. This “lean-in” mindset is temporary, but the result is an “App”-alanche that results in 3x more installs than those with older phones - making right after unboxing a PRIME TIME for app publishers and advertisers.Consumers today are bombarded with media choices - app stores and phones are overflowing with options. The decision choice overload that comes with this excess adds friction to the install process. However, with a new phone comes a new attitude - prioritizing finding cool new stuff to deck out your new investment. This creates a discovery mindset that has consumers showing a higher interest in the apps they see. Savvy publishers looking to capitalize on the “App”-alanche need to find strategies to ensure their app can be found by this “ready to discover” group of consumers.The New Device “App”-alanche opportunity is real! This is the first in a series of blogs to discuss how app publishers can attract this “hot” market of consumers.