Mobile Engagement Market size is slated to proliferate commendably over 2021-2027, driven by the escalating usage of mobile applications, alongside the shifting preference from traditional forms of advertising via printed forms to various digital information platforms including mobile phones. There are over 2.56 million different apps available for Android users to download from Google Play Store, thus aiding in customer engagement and overall demand for mobile engagement services.
Mobile engagement is an act of engaging users through a variety of messaging channels, both in and out of an app. Several companies employ this mobile engagement strategy to offer positive brand experiences, build long-term valuable relationships, and support business goals.
Mounting consumption of social media, especially during the pandemic, and the robust adoption of the mobile-first approach to drive digital transformation are among the major factors fostering the market trends over the upcoming years. Myriad benefits of mobile-first strategies include their capability to increase customer loyalty by delivering more personalized experiences. Nearly 72.6% of internet users are likely to access the web solely through smartphones by 2025, which in turn, will expedite the demand for the mobile engagement platforms in years ahead.
With regards to user type, the SMEs user segment will hold a considerable mobile engagement market share by 2027, considering the accelerating deployment of mobile payment apps such as Apple Pay and PayPal among SMEs in several countries including China. The segment growth will further be bolstered by the rapid implementation of viable solutions by vendors to cater to the communication and engagement challenges of SMEs. Swingvy, for instance, released its new HR mobile app in 2020 to streamline HR communications, activities, and operational processes for SMEs with fewer resources for digitalization.
In terms of segmentation by product, the push notifications segment is expected to witness remarkable growth over the forecast spell, owing to its capability to increase app retention & engagement as well as ROI. According to a recent app retention by Airship study, the use of push messages can help brands surge 90-day app retention by 190%.
On the regional front, Asia Pacific is set to emerge as a lucrative revenue pocket for the mobile engagement market during the forecast timeline. This is a result of the significant expansion of the mobile communication infrastructure, along with the strong government investments and interventions to accelerate 5G deployment across the region. Mobile operators in the APAC region are set to invest around $400 billion on their networks over 2020 - 2025 to offer new and exciting services for customers, with $331 billion earmarked for 5G deployment.
Prominent mobile engagement market players include Webtrekk (BlueHornet Networks, Inc), Tapjoy, Vibes, Selligent, Leanplum, Accengage (Airship), Adobe, IBM, Oracle, Smartfocus, Swrve, Urban Airship, Followanalytics, and Braze, Inc. (formerly Appboy Inc.), among others. These firms are focusing on innovative product launches and other efforts to expand their stance in the global market.
The ongoing COVID-19 pandemic has been creating significant social, political, and economic upheavals at an unprecedented scale, due to the temporary closure of businesses and other strict restrictions being imposed to curb the virus spread. These factors have asserted adverse impacts on industrial growth in nearly every global sector to some extent. The boosting havoc caused by the pandemic has, however, led businesses to focus on digital transformation and renewed customer experiences. To that end, various teams of researchers are analyzing and identifying mobile engagement trends to aid marketers in understanding key areas of growth amid the crisis.
During the lockdown, some app verticals showcased a surge in user engagement, recording an average hike as high as 177% in DAUs (daily active users). These aforesaid factors, alongside the mounting social media consumption during the pandemic, may therefore present high recovery opportunities for the industry during the forecast timeframe.