The New Device “App”-alanche: New Life, New Phone – Your App!

Jul 31, 2020
By: Ravi Pimplaskar

Key Takeaways:

  • Major life changes are a predictor of New Device Purchases – which lead to 3x more app installs
  • All life changes dramatically increase the likelihood of a new phone purchase – with marriage, job changes, and moving leading the way.
  • App categories that can be associated with these life events should be in-tune to the “App”-alanche opportunity.

In the first part of our New Device “App”-alanche series, we revealed how new device owners “lean-in” to app installs – with increased interest and 3x more installs. In part two, we showed how discovery puts new device owners “in-market” for new apps. Here is part 3:

By now we know that the New Device “App”-alanche leads to increased installs. For app publishers salivating to take advantage of this, we have more good news: our research shows that life changes can be a predictor of new device purchases. All life events we looked at – including marriage, job changes, moving, having a child, and starting school – all dramatically increase the likelihood of a new phone purchase.

Perhaps not surprisingly, the biggest life event driver of new phone purchases is marriage. Whether it’s a gift from someone or you just need a new device to merge phone plans – when planning and following nuptials is when people are grabbing a new device and, ultimately, downloading new apps. 

Certain app categories are important for people who go through these life changes – and these publishers should position themselves well for the “App”-alanche. For example, the following app categories might want to invest in getting their app in front of new phone buyers:

Travel: Those honeymooners are gonna be looking for you!

Food Delivery: New phone, new to the neighborhood, and hungry!

Financial: Great new job, car, and home – and now they need to change their budget.

Shopping: They’re hoping to look great at their new job or the first day of school.

Other app categories like News, Dating, Lifestyle, and Games also will be hot commodities from these life events. And app publishers can reach these “ready to install” customers on the first day after some of the happiest moments of their lives. They’re smiling, laughing, enjoying their life change – and downloading your app.

By Ravi Pimplaskar
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