Mobile devices have become a part of daily life for people across the globe – with smartphones in particular becoming more popular by the day. In fact, for 2019, the number of smartphone users worldwide is expected to reach a mind-blowing 2.7 billion1.
Inevitably, if smartphone use increases, so does app use – and that means even more money will be thrown into mobile app marketing. Mobile ad spend will reach $93 billion2 in 2019, and with that kind of cash flowing into the industry, there are bound to be some big developments in the mobile landscape.
The best way to stay ahead of your competition in this booming market? Keep up to date with emerging trends, and act on them! This is our list of the current and upcoming trends that we see shaping mobile in 2019.
Increased Efforts Around App Security
Security is a main concern across all areas of the digital landscape, not just for mobile applications. With the mobile arena still in its early years, comparatively speaking to other digital environments, many apps still fail to pass basic security tests. In fact, according to a study by Gartner, just two years ago in 2017 they reported that 75%3 of mobile apps could not pass simple security tests.
But with more regulations, such as GDPR, NDB, and the newly enacted PSD2 regulations for the banking industry, we predict there will be an even greater urgency for organizations to secure their mobile apps. Apps that are manipulated by hackers not only contribute to losses for the app company, but it causes huge distrust and a bad reputation among users.
Now more than ever, it’s important for app developers to utilize security-checking tools in the creation of their apps, and ensure that their app monetization partners utilize stringent anti-fraud measures. For insight into Adperio’s compliance standards, check out our fraud prevention methods.
Video Ads Continue to Grow in Popularity
According to a study by eMarketer, advertisers are expected to spend a combined $16 billion4 on mobile video in 2019 after shattering records in 2018. In fact, in 2018 smartphones became the dominant device for watching online video.
With video being such a high driver of mobile traffic, we predict big players will make a push towards utilizing more mobile video in their apps, new companies will emerge with video-only apps, and video in-app ads will continue to be on the rise.
App marketers should expect to explore Youtube, Instagram, and other video ad platforms this year, as well as ways to create their own in-app video content.
App Gamification Used to Increase Engagement
As user attention spans continue to decrease, app retention and engagement rates go with it. So how do you get people to interact with your app in a way that holds their attention? Gamification! Gamification is the use of game elements in a typically non-gaming context, with the purpose of driving user engagement.
With the oversaturated app market only growing larger by the day, a huge battle for app marketers in 2019 will be avoiding uninstalls. App gamification presents an interesting way for users to engage with your app, and motivates them to continuously use that app – which not only means your app stays downloaded, but it also remains relevant. Some popular app gamification strategies include:
- Utilizing leader-boards
- Giving badges for accomplishments
- Using motivational messages/thanking users for completing steps
- Utilizing quizzes
- Providing rewards for consistent use/engagement
Augmented Reality Technologies on the Rise
Augmented reality is no longer a feature reserved solely for gaming apps. While still very much in its infancy, it’s a trend that’s showing it has legs, and won’t be waning any time soon.
One of the first popularized uses of AR was back in 2016 with the advent of Pokemon Go, and can be seen used in bigger apps like Instagram and Snapchat with their face-changing filters. While AR will still be huge for your social app marketing campaigns, we also predict that it will be utilized for more ‘practical’ apps as well. Think things like Apple’s Measure app, which can detect the size and dimensions of real-world objects via your phone’s camera, or Amazon’s AR View that lets users test out what pieces of their furniture/appliances will look like in their homes.
With Google and Apple’s ARKit and ARCore tools released, there are now mainstream frameworks for app developers to build apps based on augmented reality, making this trend more accessible than ever before.
Cloud integration will present some incredibly useful benefits for app development in 2019, including reduced hosting costs, faster app load times, strengthened security, and less phone storage used.
Cloud integration is particularly useful for offering a seamless user experience on a more powerful mobile app that would typically be slowed down due to its data processing needs. With computing and storage being done in the cloud, rather than through the use of your phone’s hardware capabilities, you get a much faster app experience.
Businesses will also continue to move towards cloud storage integration in the mobile apps they use, as it facilitates with document access from any device, and offers safer storage of sensitive information.
The app developers and marketers who keep a finger on the pulse of what’s happening in the mobile industry are the ones that set themselves up for success. Users are constantly in search of faster, friendlier, and more exciting app experiences, and if you can provide these experiences best, you win the user. For 2019, these are just some of the trends that will help your app stay ahead of the curve.
- Statista: https://www.statista.com/statistics/274774/forecast-of-mobile-phone-users-worldwide/
- eMarketer: https://www.emarketer.com/content/mobile-trends-2019#page-report
- Gartner: https://www.gartner.com/en/newsroom
- eMarketer: https://www.emarketer.com/content/mobile-video-advertising-2019