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Pandemic spurs business for 70% of mobile marketers, study finds

Pandemic spurs business for 70% of mobile marketers, study finds

Seventy percent of mobile marketers reported that the COVID-19 pandemic has been somewhat positive for business, a study that app marketing firm Liftoff emailed to Mobile Marketer. Seventy-five percent of marketers said their users were highly engaged, as app downloads in the gaming, shopping and finance categories reached all-time highs.

  • User acquisition has been easier for app developers, with yearly cost per install (CPI) costs falling 7% to a low of $1.63. However, fraudulent activity is worrisome with activity generated by fake users rising 15% this year, according to mobile measurement and prevention company Adjust. Working with data from Adjust and app analytics firm App Annie, Liftoff analyzed 623 billion impressions among 1,051 apps for its annual Mobile App Trends Report.
  • Eighty percent of mobile marketers said Apple's plan to notify users of its devices when apps want to track their digital activities to improve ad targeting was bad for its iOS mobile operating system. Almost a third (29%) of those surveyed said they plan to shift more of their media spending to rival Android next year, while another 44% are weighing whether to do so, according to Liftoff.

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