Mobile users with new devices are a difficult group to pin down, but they can offer big dividends to savvy marketers. In this article, we break down why they’re a group worth their own unique acquisition and engagement strategies.
Who are the new owners of mobile devices?
It’s no surprise that many people get new devices in the winter months. Black Friday and Cyber Monday are high points in the shopping calendar — and have spread well beyond the US, where the shopping holidays originate, to become a key date across the world. In China, there’s Singles Day, a similar spending bonanza, and Adjust also sees increases in new devices in the weeks before and after Christmas and throughout December.
We also see a large group of users who activate new mobile devices during the launch of new products — any time there’s a new iPhone launch there’s a rush to buy it.
Why target owners of new devices?
The owners of new devices usually spend more time on their devices, just like buying a new car and adding more kilometers in the beginning because everything is exciting and shiny.
When they unbox their new device, we usually see these users logging into their social media accounts and installing their favorite apps for the first time. For a short time after the first activation of their device, these users remain more open than usual to suggestions for new apps — and are more open to advertising.
Depending on your vertical, these new owners may be some of your most dedicated users over the next few days.
How can I address new device owners?
There’s a couple of things you can do, depending on what service you’re using.
- Keep an eye out for patterns
You can learn or figure out when players are most likely to migrate to new devices (product launches are a big giveaway here). You can then use re-engagement tactics (like paid media and push notifications) to get them back into your app. Timing is key, so you know when to ramp up your spend (and avoid annoying loyal players).
- Use a service that gives callbacks
For example, if you’re a mobile marketer who uses Adjust and receives callbacks, we’ll send you the required granular raw data directly to your BI or CRM system, where you can get a clearer picture of this unique user group.
- Or even find a service that has the data ready
If you use Adjust’s partner modules, they already have the data you need to get started. Both Facebook and Google offer you the powerful option to address users by device model. For example, Google gives you the function of uploading your advertising IDs to create a retargeting list.
What types of messaging appeals to users of new devices?
Users with new devices are busy synchronizing their apps from their old phone. But this transition can be overwhelming, and apps can be left in the dust.
When users switching to new devices log back into your app for the first time, this is an excellent time to remind them of the value of your game. Push notifications offering them special offers, or even showing them new features that they may have missed on their old device. Anything to remind them of why they installed your game in the first place.
For players who have recently splashed their money on premium phone models, consider advertising with “premium” notifications, exclusive offers, and insider tips.
There are a ton more things you can do. We’ve only just covered the basics here.
If you would like to learn more about the best ways to reach your players, then we would love to have a chat. You can get hold of us through GameAnalytics’ GameDev Toolbox. We also have an offer with these guys: existing GameAnalytics users can claim special terms when signing up with Adjust.