In great news for the mobile app market, app retention rates are improving as app publishers shift from an early focus on “downloads” to more mature customer acquisition and retention models. The overall app industry improved retention rates 19% over the last year. App publishers for the iPhone and iPad saw the greatest success, with retention rates 52% higher than those on Android. Apps Marketing Evolves In the early days of the App Store and Android Market (Google Play) publishers focused on developing an initial presence and, with the limited data available, could only measure success by the total number of downloads. However, many of those downloads were poorly acquired and never t..
Social networks like Twitter, Tumblr and Pinterest get lavished with deserved attention, but apps from the leading mobile categories should not be overlooked by anyone wanting to engage or advertise to mobile users. The average news app performs especially well, earning as much monthly time-in-app as Twitter, and (distant) second to only Facebook. In this study, Localytics looks beyond the types of apps downloaded or total time in various categories and focuses on the metric that matters most to app publishers -- a time-spent benchmark for average apps in their category. Localytics provides customers category-specific benchmarks in its Audience Measurement reports launched last month. To sm..
iPad users spend the longest periods of time reading news, listening to music, and accessing health and fitness apps, according to a new study from mobile app analytics company Localytics. Based on data from apps subscribing to the firm’s analytics platform, users spend over two and a half times as much time on news apps than on apps in general. To determine this, Localytics analyzed the average session length – that is, the average time a user spends between opening an app and finishing and closing it – and compared it across categories. Compared with the overall average session length for iPad users, apps in the “news” category clocked in with sessions two and a half times longe..
A key capability that sets mobile apps apart from mobile websites is that apps can still be used when your iPhone or Android phone has no coverage. App publishers know this is a major reason why the user experience with apps is much stronger than the mobile web. What many app publishers don’t know is that if they’re not accurately tracking offline use, they might be missing 15% of their customers! Two of my favorite iPhone apps are The New York Times and Instapaper. Before getting on a plane or subway, I’ll often open the NYTimes app and quickly download the latest news. I won’t read a single article then, but after losing coverage, I’ll browse through the entire “newspaper.”..
In a previous mobile application analytics study, Localytics found that while smartphone and tablet owners are very willing to give applications a try, 26% of the time they never use the same application again. In this study, Localytics found that another 26% of people become very loyal, repeat customers, using a new application more than 10 times. Localytics analyzed app usage data from thousands of Android, iPhone, iPad, BlackBerry and Windows Phone 7 apps subscribed to our real time mobile application analytics service. For all new customers of an app between July and September 2010, Localytics counted the number of times customers used the same app through early March 2011. The results..
Engagement with end users is a critical measure of an application's success and can generally be defined as an end user's focused interaction. In web analytics, proxies for measurement of engagement include average session length, average page views and return visits. In this post, we'll show how to use mobile app analytics to record new and more useful measures of engagement. Most mobile app analytics services report average or median session length and pageviews. More sophisticated services include loyalty reports with a frequency distribution of session lengths, which is more informative than a simple average or median. But apps provide a richer experience, and app publishers want more ..