The big three: Mobile trends for 2017

Antoine Barbier: director, product management at Adobe
Antoine Barbier: director, product management at Adobe

Adobe's Antoine Barbier pinpoints three key developments in mobile that will dominate 2017 and beyond.

Three is the magic number, especially for mobile trends in 2017.  The question is not whether the three trends we at Adobe have identified (listed below) will resonate with consumers – it will be how fast they take off and fly.

1. Apps

Consumers stick with what they know and the app graveyard continues to expand. Last year, data from Adobe Digital Insights showed that while app launches grew at 24% year-over-year, app installs only grew 6%. At the same time, five out of 10 apps are used less than 10 times.

According to Hannah Gilmartin, programmatic sales director EMEA for Vungle, the lifecycle of an average app can be six to nine months.

Gilmartin said: "In the gaming and entertainment verticals, we find that an app will gain a big following, drive many downloads very quickly and then experience a slow decline in the number of daily average users.

"At its peak, an app can have massive reach – but they can decline fast, which requires a new approach to media planning.

2. Messaging

The first-ever mobile ad was sent via an SMS message back in 2000. Today, Snap, Whatsapp, Instagram and Facebook have taken over the mantle from those initial SMS ad formats. Social networks have evolved from spaces where we interact with family and friends, to a channel for people to engage with brands.

We anticipate the same happening with messaging apps, as marketers begin seeing this as an optimal way to connect with customers on a one-on-one basis.

3. Location

Mobile devices travel with the consumer and generate a lot of contextual data, much of which has been untapped. I believe a lot in historical geolocation data. Where you’ve been tells a lot about who you are.

Taking my personal example, if you looked at my profile, you would see that I frequently go to the movies. You would also see (if you analyse my speed and route) that once or twice a week I go for a run. These details can provide fantastic insights to brands that they would find incredibly valuable.

Antoine Barbier is director, product management at Adobe.

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