San Francisco, CA (PRWEB) April 16, 2014
OtherLevels, the San Francisco-based mobile marketing analytics company that enables publishers to engage, retain and monetize their mobile audiences through mobile messaging, today released an expansive study that looks at how the top internet retailers are utilizing mobile messaging.
The 2014 Retail Mobile Messaging Study examines retailers’ use of mobile messaging tools like push notifications, in-app alerts and the underutilized rich-inbox. Conducted through 2013, OtherLevels found that although 77% of the top 100 internet retailers have a mobile app, less than two-thirds have sent push messages as part of their overall outbound messaging strategy.
“Mobile apps have long surpassed the mobile web as the primary destination on mobile devices, yet the retail sector lags behind. Apps present a range of messaging possibilities and opportunities that enable retailers to connect with their mobile audience and deliver on the value of their mobile app,” said Brendan O’Kane CEO of OtherLevels. “In order to drive specific user behaviors, retailers need to establish a steady cadence of messages through their app, leveraging a robust set of metrics to identify the right user for the right message at the right time. This is no different than what the retail sector is doing in email, web and other channels. They just need the tools to apply this same data driven approach to native mobile messaging.”
OtherLevels’ 2014 Retail Mobile Messaging Study also highlights many of the messaging options overlooked by retailers, with key findings such as:
- 62% of the top 100 retailers prompt mobile app users to opt into push notifications, but only 31% of them sent a push notification;
- Only 16% of top 100 online retailers have a mobile app with social media integrated login capabilities;
- Less than 2% of top 500 online retailers have a mobile app with a rich-inbox;
- Only 40% of the top 100 online retailers request users opt in to share the device’s GPS location.
Although total app penetration among top retailers indicates the industry has embraced mobile apps as a necessary component of their digital brand presence, the limited use of sophisticated mobile messaging tools and differing approaches demonstrate that retailers have not fully integrated mobile into their engagement strategies.
To download a copy of OtherLevels’ infographic “Internet Retailers and Mobile Messaging,” click here.
In addition to cataloging and measuring mobile app penetration, opt-in and messaging, the Retail Mobile Messaging Study analyzes actual push campaigns and mobile strategies from several top mobile apps and provide retailers with best practices and suggestions on the effective use of native mobile messaging channels.
“Mobile apps have already demonstrated rapid growth, adoption and revenue potential,” says O’Kane. “Retailers have the opportunity to build on their app presence, and establish leadership positions in terms of the sophistication and depth of the messaging capabilities of their apps within the retail sector. A thoughtful and effective messaging strategy is critical to achieving a successful retail app.“
For more details and overall findings, download the 2014 Retail Mobile Messaging Study.
For media inquiries or additional information about OtherLevels, please contact Vanessa Horwell at 305-749-5342 ext. 232 or at vanessa at thinkinkpr dot com or Amanda Williams at 305-749-5342 ext. 238 or at awilliams(at)thinkinkpr(dot)com.
OtherLevels enables publishers to engage, retain and monetize their mobile audiences through mobile messaging analytics. The OtherLevels platform includes segmentation, targeting and retargeting tools providing both to-device and on-device messaging analytics. Through real-time optimization, including live A/B testing and time zone based delivery, marketers and CRM managers can maximize campaign outcomes by linking individual message copy to in App events.
OtherLevels supports both in-house and vendor push and SMS messaging solutions, across native App and mobile web platforms. Enterprise level BI and marketing integration with leading campaign management tools enhance and extend the ability of companies to deliver relevant content. OtherLevels supports global clients at scale, the largest having in excess of 500 Million app downloads and across 20+ languages. Headquartered in San Francisco, OtherLevels has a growing team - with offices in London and Brisbane, Australia.
For more information, please visit http://otherlevels.com.