Product adoption · Large-scale randomized field experiment
Motivating Effective Mobile App Adoptions: Evidence from a Large-Scale Randomized Field Experiment
Information Systems Research · 2019
Summary
Both incentives and information increased adoption, but only information-induced adoption sustainably raised purchases and firm profit.
For your marketing
Possible founder application
Distinguishes adoption volume from valuable adoption. When using onboarding incentives or app prompts, compare long-run usage and profit by motivation rather than counting installs alone.
Reported result
What the study found
Both incentives and information increased adoption, but only information-induced adoption sustainably raised purchases and firm profit. Incentives produced a larger short-run adoption increase without long-run purchase gains.
Research question
What the authors investigated
Do incentives or information more effectively encourage app adoption that leads to lasting customer purchases?
Design
Randomized field experiment comparing monetary incentives with informational messages to motivate app adoption.
Sample and setting
More than 230,000 customers in the study's mobile-app adoption setting.
Scope and transfer
Limitations to keep in view
The study concerns an app and firm-specific customer base; the publisher abstract does not report further sample or category details. Adoption and channel behavior may differ for a SaaS product.
Research sources
INFORMS publisher abstract retrieved with Firecrawl; sample size and comparative findings were checked on the page.