The X Factor: How the iPhone X Drives Higher Repeat Purchases than Android’s Flagship Smartphones
By Mike O'Brien | November 13, 2017
Both literally and figuratively, the new iPhone is a ten. The device broke pre-order records, and since launching, the iPhone X has set a new bar for the most valuable company in the world. And when it comes to mobile purchase conversion, iOS is already known to drive 2.5x more in-app purchases than Android, but with the iPhone X, brands are reaping the benefits of early adopters deep pockets.
Our team took a look under the hood to see how X-enabled consumers are engaging with retailers compared with buyers wielding Samsung’s Galaxy S8/S8+ and Google’s Pixel 2. While these flagship devices account for just 1-3% of overall installed base for the retailers we examined; the differences in how these consumers engage are significant:
- This top 1-3% audience is responsible for up to 8% of all repeated purchases.
- iPhone X users are driving 10x more repeated purchases than the Google Pixel 2.
- Despite the fact that the iPhone X and the Galaxy S8/S8+ are growing at a very similar rate, the iPhone X is on track to surpass the number of repeated purchases generated by the S8/S8+. This is impressive considering Samsung had quite the head start – these devices were released in April 2017.
- Roughly one month after its launch, the Google Pixel 2 is plateauing in adoption across the board.
Is your strategy a 10?
Knowing how much more valuable iPhone X users are does not mean you should be ignoring your other audiences. Retailers, ecommerce, and brands in other categories have tremendous opportunity to monetize mobile audiences. Here’s how.
Optimize for device capabilities
Treat mobile devices just like you do your website and email. Your team is already testing web experiences and email messaging, and then optimizing based on capabilities in specific browsers and devices. Repeat this behavior in mobile to generate repeat purchases on all devices, giving your users with 3D touch a different experience than those rocking the 6 or the SE.
Use advanced features
Rich push notifications and updatable push are a mobile marketer’s best friend — besides emojis. These capabilities allow your customers to perform quick, high-intent actions like Add to Cart from push, and give you the ability to update push notifications based on inventory and other factors. A better experience delivers better results.
Go beyond push
In-app messages can boost engagement by up to 4x by giving you the ability to engage in a far more contextual manner than with push. By triggering messages tied to specific screens or promoting time sensitive offers (tied to basket size increases and other such tactics), marketers can drive AOV and spark next purchase. Message streams give your users access to a homebase for all messages, discounts, and other offers. Consider push to drive users to the message stream where they’ll find new offers.
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