A critical assessment of 700 brands in 10 countries, focused on the online, mobile and in-store shopping experience — from the customer’s point-of-view.

Brand Assessment

Who are the leading omnichannel brands, and how are they delivering seamless and easy-to-use omnichannel offerings and services.

Omnichannel Evaluation

What is the current state of omnichannel capabilities today, and how does that compare across 700 global brands?

In this mobile-centric world, app usage is at an all-time high. While spending in games feels the squeeze from inflation, apps stand resilient. In fact, across the top 10 markets, the weighted average of time spent on mobile surpasses 5 hours in 2023, up 2% from the previous year. And after declining 2% YoY in 2022, global consumer spending bounced back 4%.

To help you maximize your mobile performance this year, we are excited to share our new State of Mobile 2024 report, featuring the latest market trends, industry insights, best practices and top charts spanning 11 industries and 30 markets — in a rich interactive format, allowing you to dive deep into valuable insights.

Artificial intelligence allows retailers to gain a far deeper understanding of customer preferences and behaviors by analyzing information like browsing and purchase histories. Using sophisticated AI algorithms, retailers can build comprehensive profiles that reveal what individual shoppers like and need over time. This empowers retailers to provide hyperpersonalized product recommendations that closely match each customer’s unique tastes and even award personalized trophies to loyal customers. When shoppers feel genuinely understood and catered to as individuals, it encourages deep emotional connections and builds lasting loyalty across demographics.

As this industry enters 2023, we are genuinely navigating uncharted waters: the “post-covid” era is upon us as consumers emerge from almost three years of pandemic life. Pent-up demand for travel and real-life experiences are capturing a larger share of wallets as consumers become more comfortable with pandemic life. 

Yet, macroeconomic headwinds bear down on global markets and consumers feel the squeeze of inflation. More than ever, mobile apps are the leading indicator of these shifting consumer behaviors. Our phones and tablets are now appendages of ourselves— often the first port of call for action, reaction, and connection. 

Ready for success in mobile marketing with SMS? 6.6 billion people in the world use smartphones today and 9 out of 10 customers prefer SMS to communicate with companies – mobile commerce is the future. 

Harness the power of SMS to build up your owned channels, cultivate relationships with customers, launch personalized campaigns, and ultimately drive more revenue. SMS is a highly effective, direct line to your customers – learn how to maximize your return on investment for this valuable channel.

Diving into app store localization is crucial for unlocking growth in global markets on the app stores. With the Google Play Store supporting 51 languages and iOS backing 30, there’s a vast world waiting to discover your app. Taking a targeted approach based on language and territory can transform your app’s growth trajectory, boosting visibility and enhancing conversion rates in your target markets.

Consumers gravitate toward apps that are easy to use, simplify life and save time — and, conversely, they’ll decide whether to keep an app after only a couple of uses. 

Those are the key findings in Airship’s 2023 mobile consumer survey. Airship has been tracking global trends in mobile apps and sharing what we learned since we powered the first push notifications 14 years ago. This year’s survey, fielded with Sapio Research, tracks consumer sentiment, behaviors and expectations. We reached out to 11,000 consumers 18 and older across the U.S., Canada, the U.K., France, Germany, South Africa, Singapore, Thailand, Indonesia and Brazil. 

For app marketers to stay ahead of the game, it’s important to stay on top of the new trends for App Store Optimization in 2023. In the past couple of years, Apple and Google have been releasing more sophisticated tools for App Store Optimization managers to use within their optimisation practices. There are now a wide range of ways to drive visibility and conversion on the stores, which, when utilised properly, can have a positive impact on your app’s marketing performance. However, it also introduces a lot of complexity into the practice and those managing App Store Optimization and organic growth must keep on top of frequent updates to capabilities.