The New Device “App”-alanche: Get em While They’re Hot!

Jul 01, 2020
By: Ravi Pimplaskar

Key Takeaways:

  • After unboxing a new phone, an “App”-alanche occurs where new owners install 3x more apps than those older phones
  • The longer someone has a device, the less they “lean in” to installing new apps – showing less interest than new device owners
  • The “App”-alanche creates a “ready to discover” consumer mindset that savvy publishers should be poised to capitalize on

Your typical UA strategy is likely missing a key period to draw in new users. About every 2 years or so, mobile phone owners purchase a new device and develop a “lean-in” attitude toward app installs. This “lean-in” mindset is temporary, but the result is an “App”-alanche that results in 3x more installs than those with older phones – making right after unboxing a PRIME TIME for app publishers and advertisers.

Consumers today are bombarded with media choices – app stores and phones are overflowing with options. The decision choice overload that comes with this excess adds friction to the install process. However, with a new phone comes a new attitude – prioritizing finding cool new stuff to deck out your new investment. This creates a discovery mindset that has consumers showing a higher interest in the apps they see. Savvy publishers looking to capitalize on the  “App”-alanche need to find strategies to ensure their app can be found by this “ready to discover” group of consumers.

The New Device “App”-alanche opportunity is real! This is the first in a series of blogs to discuss how app publishers can attract this “hot” market of consumers.

By Ravi Pimplaskar
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