Jennie Lewis

Getting a mobile app download is the beginning of the customer journey, not the destination. Why? The relationship doesn’t begin until the customer activates their account and reveals their preferences. While customers may see enough potential in the app’s usefulness to activate it,  that doesn’t guarantee they’ll return. Airship’s research found that the top reasons […]

Attention is fleeting. The average human attention span is 47 seconds; app sessions typically last only 1-2 minutes. Brands have little time to capture customer attention and prove the value of what they’re offering in an app.  What’s more, activation rates wane sharply during the first two days after download and then decline gradually over […]

App marketers know it’s important to gain customer attention during the first 30 days after download.  But why are those first 30 days so critical?     Attention is fleeting. Some brands I work with see customers leave the app in as little as 90 seconds during their first visit.  App retention data shows that customer interaction […]

There’s no shortage of data showing that customers want, and often expect, personalized content from brands.   But what is the actual impact of using personalization and what are the necessary elements of personalization that most influence customer engagement?   In a study of Airship customer data, we found that push notifications that are personalized have a […]

In addition to using install trends as an indicator of app performance, Airship uses a measure called “Engagement Score.” A ratio of Daily Active Users (DAU) / Monthly Active Users (MAU), the Engagement Score reflects how many of your app’s MAU return on a daily basis. The higher the Engagement Score, the more actively engaged […]

Only 8% of customers on average return to an app on the 30th day after they first open it, according to Airship research on activation. “We know that customers compare each app to their last best experience. And more often than not, they fail to make a new app a habit. It’s the greatest challenge […]

Capture preferences from customers who install your app during a notable event Super Bowl 2023 is approaching and sports apps have the opportunity to capture preferences from customers who install on that day.  Data shows that app installs increase around notable events, and the sports app category is no exception. Super Bowl Sunday 2022 had […]

Tips for overcoming customer drop off in the activation phase Heading into New Year’s Resolution season, we can expect  a surge of interest in Health & Fitness programs and apps. It’s a great opportunity for apps in this category to capture downloads and focus on the long-game of converting and keeping subscribers.  However, Health & […]