Retention is not just a side metric, it’s a core driver of app growth. With acquisition costs soaring and privacy changes making it harder to target, apps must prioritise keeping the users they already have.| Yodel Mobile
Mobile video advertising faces challenges with measuring genuine user intent as click-through rates reach unprecedented levels, with industry analysis suggesting that accidental clicks may be driving a significant portion of app installs while authentic user engagement becomes more difficult to track. Speaking at App Promotion Summit London 2025, Tomás Yacachury, Strategic Partnerships Manager and Supply Lead at Kayzen, presented findings showing that video ad click rates have increased from...| Business of Apps
“Every year, we say it’s the hardest year to grow an app,” Flo Health CEO Dmitry Gurski joked to a packed house. “But after 16 years, I’m convinced: it really does get harder every time.” These were the opening words of Gurski’s keynote address at APS London 2025, in which he delivered a candid and data-rich account of how he and his team built one of the world’s most widely used health apps. He unpacked the thinking behind Flo’s long-term growth — from user lifecycle desi...| Business of Apps
In the dog-eat-dog world of apps, it’s no secret that effective user onboarding is crucial for retention and conversion these days. Applica’s latest guide, A guide to onboarding optimisation using JTBD and MaxDiff, offers a strategic approach to refining onboarding processes by focusing on user motivations and preferences. The guide breaks down a practical, research-driven approach to onboarding that does more than walk users through features. It helps teams design flows that speak to wha...| Business of Apps
APS London 2025 has officially wrapped — and let’s just say, it was amazing. Held on 24th April at The Brewery, the summit gathered over 900 app marketers, product pros, growth wizards, and mobile mavericks for a day that was equal parts learning, networking, and industry magic. This year’s edition broke records with 908 total registrations — and what a crowd it was. 74% represented apps or brands, with nearly half clocking over 1 million MAU, and a cool 6% operating at 10M+ MAU scale...| Business of Apps
Quantum Metric has released its latest industry report, The Mobile Benchmarks Report, offering a data-driven look into the current state of mobile customer experience. The report sheds light on a critical insight: when it comes to mobile, even the smallest delay can drive users away. In a digital environment where expectations are higher than ever, the report highlights the growing need for brands to establish clear benchmarks for mobile performance. With most organizations lacking a standard...| Business of Apps
ContextSDK has unveiled a new case study showcasing how Wizz, one of France’s top friend-finding apps, transformed user engagement and retention using real-world context data. By leveraging ContextSDK’s advanced context-aware technology, Wizz optimized in-app interactions, leading to significant increases in conversions, revenue, and overall user satisfaction — all while maintaining a strong commitment to privacy. Unlocking the power of context-aware engagement The case study provides a...| Business of Apps