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The app market has grown tremendously in the past few years. With the increasing number of smartphone users, user acquisition has become a key focus for app developers. Global app revenue reached a record of $420.80 billion. The number is expected to grow at a compound annual growth rate of 9.59%, reaching $673.80 billion till 2027.
But with the growing app market, user acquisition trends are also evolving. In 2024, we expect to see various new trends that will shape the future of user acquisition. In this document, we will discuss some of these emerging user acquisition trends for 2024.
Here are some key trends shaping user acquisition strategies in 2024.
Artificial intelligence (AI) is revolutionizing how businesses interact with their customers. With AI, businesses can analyze user data, predict their behavior, and personalize the user experience. This allows for more targeted and efficient user acquisition strategies.
For example, AI-powered chatbots can engage with potential users and guide them through the user acquisition process. Using machine learning algorithms, these chatbots can provide a personalized experience for each user, increasing the likelihood of acquisition. This trend will also lead to an increased focus on customer segmentation and targeted advertising.
In 2023, marketers began to recognize the potential of AI in user acquisition. According to Mailchimp’, the stance of 88% of marketers reflects this. They say the use of automation and AI must increase to meet customer expectations and stay competitive.
McKinsey Analytics predicts that AI will bring a 1.4-2.6 trillion USD value for global sales and marketing. In 2024, we expect a significant increase in the use of AI for targeted and personalized user acquisition strategies. This will allow businesses to acquire high-value customers and increase their overall revenue.
One major trend that is likely to continue in 2024 is the growing concern over data privacy. The California Consumer Privacy Act (CCPA) and the General Data Protection Regulation (GDPR) regulate how businesses collect, store, and use user data. This has also affected user acquisition strategies for businesses in these regions.
In 2023, we saw the rise of data privacy as a top priority for consumers. According to a survey by Motive, people are becoming more aware of how their data is used. 67% of consumers are concerned about how their data apps use their data. This has led to a shift in consumer behavior, with more people opting out of data tracking and sharing.
In 2024, businesses must adapt their user acquisition strategies to comply with data privacy laws and address consumer concerns. This may include implementing more transparent data collection practices and offering users more control over their data. Failure to do so can lead to a decrease in user trust and acquisition.
Mobile gaming has become a massive industry, with over 2.7 billion mobile gamers worldwide. The global number of mobile game users is expected to reach 1.9 billion by 2028, making it a highly lucrative market for user acquisition.
To capitalize on this growing trend, businesses must specifically adapt their user acquisition strategies to target mobile gamers. This may include partnering with popular mobile games or creating personalized ads that appeal to mobile gamers’ interests and behaviors.
Furthermore, with the rise of cloud gaming, we will see an increase in cross-platform user acquisition strategies that target gamers across different devices. This will require businesses to create a seamless and consistent user experience across all platforms.
Influencer marketing has become a popular and effective method of user acquisition. The influencers ‘ large and engaged audiences allow businesses to reach a wider audience and tap into their trust and loyalty. The brands now prioritize influencer-generated content in their marketing strategies.
1 out of 4 marketers leveraged influencer marketing to acquire new customers in 2023. Luckily, the quick rise of live streaming and social media has created a pool of influencers, big and small. Businesses can use micro-influencers to reach niche audiences and target potential customers more effectively.
In 2024, we expect a shift toward authentic influencer partnerships prioritizing long-term relationships rather than one-off collaborations. This will help businesses build brand credibility and drive sustainable user acquisition.
With the increasing use of AI and data privacy concerns, personalization is key to successful user acquisition. With saturated markets and increasing competition, people expect personalized experiences from businesses. They want to feel valued and understood.
With the help of AI, businesses can analyze user data and deliver personalized content, offers, and recommendations. This makes the user acquisition process more efficient and effective, leading to higher conversion rates. In addition, personalized experiences also lead to higher customer satisfaction and loyalty.
Now, businesses are investing more in personalization technologies and strategies to enhance their user acquisition efforts. This includes using AI-powered chatbots, personalized email marketing, and targeted advertising.
AI and machine learning have significantly advanced ad-targeting capabilities. Businesses can create highly targeted and personalized ads with algorithms and user data. The audience targeting options have expanded, including interests, behaviors, and even life events.
Programmatic advertising, which uses AI to automate ad buying, is also rising. This enables businesses to reach their target audience more efficiently and effectively. For user acquisition, this means more targeted and relevant ads that can lead to a higher conversion rate.
Further advancements in ad targeting technologies will continue to shape user acquisition strategies in the coming years. We expect more precise and effective targeting options, leading to a more personalized and seamless user experience.
As user acquisition strategies become more complex and diverse, the need for accurate and comprehensive measurement has increased. Media mix modeling (MMM) has emerged as a vital tool for businesses to understand and optimize their marketing efforts.
MMM utilizes aggregated data from various marketing channels to determine their impact on a company’s return on investment (ROI). By analyzing data from both digital and traditional channels, MMM provides a holistic view of how each channel contributes to user acquisition.
This approach allows businesses to make data-driven decisions and allocate their marketing budget more precisely. MMM also considers external factors such as promotions, seasonality, and press coverage for a more accurate measurement.
In 2023, we saw a shift toward video content in user acquisition strategies. On 12th Sep 2023, Tiktok launched its e-commerce business in the USA. This further solidified the role of video content in user acquisition.
Video content gives businesses a more dynamic and engaging way to showcase their products or services. The rise of short-form videos on platforms like TikTok and Instagram also allows for more targeted and cost-effective advertising. In today’s fast-paced world, short videos are highly effective in capturing and retaining users’ attention.
We can expect businesses to invest more in video content as part of their user acquisition strategies. This trend will also lead to the rise of influencer marketing, with brands partnering with popular content creators to reach a wider audience.
The success of user acquisition strategies heavily relies on the overall user experience. We can expect to see the following trends that will shape user experience and, in turn, impact user acquisition.
The COVID-19 pandemic has accelerated the adoption of contactless experiences, and this trend is expected to continue. With safety and hygiene being a top priority, businesses must find innovative ways to create contactless customer experiences. This includes touchless payments, virtual consultations, and online ordering.
The use of augmented and virtual reality in consumer experiences is rising. These technologies allow for a more immersive and interactive experience, increasing engagement and satisfaction. Businesses can incorporate AR/VR into their user acquisition strategies by using it for product demonstrations, virtual try-on experiences, or gamification.
Voice assistants like Amazon’s Alexa and Google Assistant have become integral to our daily lives. This trend will continue impacting the user experience and changing how businesses interact with customers. By integrating voice assistants into user acquisition strategies, businesses can provide customers with a more convenient and personalized experience.
Consumers today expect a seamless experience across all channels, whether online or offline. This has led to the rise of omnichannel experiences. Businesses integrate their various touchpoints to create a unified and consistent customer journey. By adopting an omnichannel approach, businesses can improve user acquisition by providing a more cohesive and personalized experience.
Gamification uses game elements in non-game contexts, such as business and education. For example, offering rewards or creating challenges incentivizes users to take a specific action.
The gamification sector in North America is worth $3.8 billion, and it’s expected to continue growing. According to a survey, 90% of people admitted that gamification increases productivity. This trend is expected to continue and impact user acquisition strategies.
Many businesses have already incorporated gamification into their user acquisition strategies. For example, Duolingo uses gamification to teach users different languages through its mobile apps and has successfully increased its user base to over 300 million.
Businesses must be agile and adaptable to capitalize on the latest user acquisition trends. They need to keep a close eye on the latest technologies and consumer behaviors and be willing to invest in them.
If you don’t have the resources or expertise to handle user acquisition strategies, partnering with a UA strategist can also be a viable option. Companies like VenziMedia specialize in creating customized user acquisition strategies and have a track record of success. Working with a UA partner can save businesses time and resources while ensuring the best possible results.
Businesses can effectively acquire new products or service users by incorporating the latest trends and technologies.
