The Success of Mid-Price Subscription Apps; Europe Behind US for Marketing Automation

ExchangeWire Research’s weekly roundup brings you up-to-date research findings from around the world, with additional insight provided by Rebecca Muir, head of research and analysis, ExchangeWire. In this week’s edition: The success of mid-price subscription apps; Europe behind US for marketing automation; and Bremorse and Regrexit.

The success of mid-price subscription apps

Setting app subscription costs too low might actually lose otherwise loyal app users, finds research by Liftoff. Apps which fall in the medium price range see five-times more conversions than low-cost subscriptions.

Predictably, apps at the low end of the pricing scale took the shortest time to convert users, with users taking all of 15 minutes to decide whether or not to open up their wallets and pay a monthly fee. For context, apps at the high-end of the pricing scale have to wait a whole 22 hours on average before a mobile user will commit to a subscription.

Despite the fact that users are asked to shell out more money, those in the mid-range price group are not far behind the low-cost group. Rather, medium-cost apps lag only 10 minutes behind low-cost apps, with users taking 25 minutes on average to move from install to subscription.

Men are the less expensive gender to acquire, yet convert at a rate similar to that of female users. It costs USD$4.43 (£3.43) to acquire a female who will install the app –14.3% more than the cost to acquire a male.

Europe behind US for marketing automation 

Europe is falling behind the US when it comes to B2B marketing automation, according to Act-On.

Satisfaction with the technology is higher in North America, with 93% of respondents describing their platforms as effective, versus 76% in Europe. Meanwhile, Europe-based executives are slightly more likely to reference data management as a headache than their counterparts in North America (52% vs 45%).

North American organisations are 14% more likely to use marketing automation than their European counterparts. In some categories, such as CRM integration, social, web forms, and account-based marketing, this is by a significant margin. A significantly higher proportion of respondents based in North America indicate that marketing automation has delivered their organisations with return on investment than those in Europe (91% vs 72%).

Top challenges to the use of marketing automation include resources (60%), skilled experience (50%), data management (48%), and complexity (44%), while benefits include a return on investment (93%) and increased contribution to pipeline (90%).

Bremorse & Regrexit

Confidence in the government fell to 19% in August, says a study by the7stars. This compares to a figure of 32% in the pre-General Election survey conducted in May.

Confidence in the UK’s political system as a whole suffered a similar drop, declining from 26% to 15% as election fatigue and mounting concern over Brexit sets in.

This drop is underscored more sharply among young adults (18-24), where confidence in the government sank from 18% to a 7%, marking a reverse in the increased political engagement in the lead up to the General Election among this demographic.

The number reporting worries about the United Kingdom’s departure from the European Union stood at 55% in August, up by 7% since February. This compares markedly with 29% of the over 45s reporting concerns.

The findings also highlight a more general sense of Brexit fatigue among the UK population, with the proportion of respondents saying they are bored of the subject growing from 8% to 12%. It also hints at growing ‘bremorse’ or ‘regrexit’, with the proportion of Brits saying they are “excited” about the split more than halving from 13% to 6%.

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