Engagement Benchmarks for Media Apps

by / Friday, 24 May 2019 / News Category Business 2 Community

Media apps are consistently in a tough place when it comes to gauging customer sentiment. Many consumers base their feedback on in-app content like news stories and coverage rather than the app or brand itself. Media companies also cover a rapidly changing field of public events, and when events occur that stir certain emotions for consumers, brand sentiment tends to follow

Our 2019 Mobile Benchmarks by App Category report looks at trends and differences across popular app categories, with a focus on Media apps. Below is a look at the Media-focused data featured in the report, including a “scorecard” showing average engagement and feedback benchmarks for apps in the Media category and category-specific tips for success.

The Media-focused data and recommendations make it even easier for you to analyze your current strategy, without comparing yourself to apps in other categories who approach feedback and engagement differently due to industry needs. Let’s dive in!

Profile of an average app in the Media category

Media apps face a difficult, unique challenge because it’s hard to know the right thresholds for reaching out to consumers. People consume large amounts of content through Media apps, and it can be challenging to guess how long it takes people to consume different pieces of content (videos, articles, etc.). And unlike broad app categories like Finance and Travel, consumers of Media apps typically have a wide variety of apps they regularly use.

To give you an idea of how the majority of media companies approach gathering customer feedback, below is the profile of an average app in the Media category.

Media apps, average profile

Sentiment is the emotion behind customer engagement and is at the heart of understanding, measuring, and improving our relationships. When you monitor sentiment, you try to measure the tone, context, and feeling from customer actions. We tracked sentiment for apps in the Media category, and here’s what we found.

Media apps, sentiment distribution

3 tips for Media app success

1. Leverage in-app messaging to promote real-time content

Promoting live television content in your app leads to huge boosts in engagement, and ultimately, more viewers tuning in who you may not have reached elsewhere. Below is an example about how one of our international media customers used in-app messaging to drive 55% of their app’s consumers to watch the promoted content in real-time.

The company needed a way to promote their live television content during last year’s political events. In order to drive a large crowd to watch the political event in-app, they needed to send messages to customers that an important broadcast was happening in real-time in an effort to encourage app users to tune in. The media company implemented Apptentive Notes to send in-app messages to promote three different broadcasts. The company created three different Notes tailored to each broadcast, and created separate versions of each Note for iPad and iPhone users. The Notes were distributed during the broadcast in order to encourage a large segment of users to tune in at different times. Each Note included a message about the broadcast and an in-app deep link to take them directly to the piece of content within the app where the broadcast could be viewed live.

The company was thrilled to be able to message people at the exact time that the program segments started. They were rewarded with extremely high conversion rates, which drove more viewers to their highly advertised broadcast. The three different Notes ran on both iPhone and iPad for 4 hours, 37 minutes. The media company received 116,978 total views of the Notes where users took action. Of those views, 64,422 people (55.1%) clicked Watch/Watch Now to access the live broadcast. For the second broadcast, which was the primary broadcast, 70% of viewers clicked Watch Now.

2. Provide login support

The login process is one of the more frustrating, complicated issues most media companies face. Most media companies have little to no control over login problems as it’s up to cable providers to design and execute a flawless experience due to the nature of cable subscriptions being required to access the media company’s app content. Between password recovery struggles and consumers giving up when login gets tough, media companies who rely on cable providers to support a swift, easy login experience are typically let down and left dealing with frustrated customers.

Leverage two-way, in-app messaging to connect one-on-one with customers struggling to log in. Through Message Center, consumers are able to get in touch directly with a person at your company when login—inevitably—gets tough. From there, customer support staff is able to help the consumer troubleshoot the problem, apologize for the headache, get feedback on the process to pass along to the cable provider, and ultimately, help the consumer know that their frustration is heard.

3. Prioritize functional in-app search

Customers open Media apps with a purpose; they’re looking for something specific, or they’re just interested in browsing. While it’s often overlooked, search plays a big part in helping consumers find what they’re looking for. A dismal search experience can lead to churn and loss of revenue. According to Google, mobile search is a key signal that consumers are interested in buying. They found 92% of consumers who searched for a product on mobile made a related purchase.

A study by RichRelevance found that 83% of US consumers said a search box is “important” or “extremely important” to them, and 76% of consumers said they “always” or “often” use the search box. This is important to note, because 35% of consumers said they’re dissatisfied with search results on mobile. Even more telling is 38% of consumers complained they receive worse search results when browsing on their mobile device than they do on their laptop or desktop.

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