During 2016, the mobile app space reached a tipping point. Since it was no longer possible to ignore the imminent mobile takeover, many brands rushed into the mobile app space without giving much thought to strategy or execution. They opted for broadcast messaging that toed the line of spam rather than tapping into the vast amount of user data at their fingertips to tailor messaging to the user. As a result, we were faced with the mobile engagement crisis.

As the year continued, we saw a clear divide between apps trying to engage users through personalization and those that weren’t. Apps that provided personalization were industry leaders and saw higher retention and conversion rates. Those who didn’t burned through valuable users and faced public backlash in the form of negative App Store reviews.

As we look towards 2017, this notion of personalization will no longer be optional. Gone are the days where a brand knowing information about you is viewed as invasive. In fact, consumers expect brands to know them; their preferences, their interests, even their location so that they can have interactions that are catered to them. In addition, consumers expect interactions with a brand to transcend channels and create an omni-channel experience.

The data in this report is meant to serve as a roadmap for your 2017 app marketing strategy, while keeping in mind the consumer’s preference for a personalized omni-channel experience. Let’s reflect on the past year to ensure we continue our recovery from the mobile engagement crisis, and prepare for our journey into a 1:1 app marketing world.