2. Agenda
1. Introduction
2. Mobile app trends
3. Mobile app measurement
3. App analytics for top publishers & brands
• Cambridge, MA based
• Founded 2008
• 200+ million unique
devices
• Android, iPhone/iPad,
Windows Phone,
BlackBerry & HTML5
4. Instrumenting apps for analytics
1. SDK: Requires 3. Dashboard +
embedded code App session data export
2.
Batched/compressed
uploads
5. Agenda
1. Introduction
2. Mobile app trends
3. Mobile app measurement
6. iOS & Android maintain dominance
Global Smartphone Units Shipped by OS
9% Other 9%
Windows
12%
21% RIM
24%
Symbian
50%
51%
iOS
6%
Android
Source: Gartner, Jan 2012
7. All iOS devices growing fast
iOS Device Breakdown
62%
19% 18%
iPhone iPod Touch iPad
Source: Localytics, Feb 2012
8. Android tablet specs converging
Android Tablet Sizes
• 5% of all Android
devices are tablets 74%
• 70% are Kindle Fire
or Samsung Galaxy
Tab 22%
4%
7" 10.1" Other
Source: Localytics, Jan 2012
10. Fragmentation a big concern for HTML5
• Pure HTML5 apps still far;
hybrid apps growing
• Heavy fragmentation &
testing requirements
• Not distributed via app store
• Enables app-like user
experience
11. Retaining app users is challenging
26% 26%
Used app Used app
only once 10+ times
13%
9%
7%
5%
4%
3% 3% 2% 2%
1 2 3 4 5 6 7 8 9 10 11+
Number of Times an App Was Used
Source: Localytics, Mar 2011
12. Apps drive stronger engagement
News Readers More Engaged on Apps than
Web
70%
23% 24%
7%
2+ uses per month 10+ uses per month
Websites Mobile & Tablet Apps
Source: Localytics, Sept 2011 & Nielsen, May 2011
13. Engagement varies by category
iPad Sessions per Month
13
5 5
4
3 3 3
2 2
Source: Localytics, Aug 2011
14. Apps enable accurate session tracking
iPad Session Length (% of Average)
256%
228%
210%
162%
100%
84% 82%
72%
45%
17%
Source: Localytics, Aug 2011
15. Agenda
1. Introduction
2. Mobile app trends
3. Mobile app measurement
16. Web methods don’t work for apps
• Sessions & events, not pages
• Device IDs not cookies
• Offline usage support
• Location support (GPS, mobile IPs)
• Uploads need batching/compressing
• Data cleansing required
17. New opportunities for engaging users
• Measure
– Accurate user, session and engagement data
– Rich contextual information
– Granular location data
• Interact
– Push notifications
– Store/use data on client
– Offline capable
20. Timely push notifications to retain users
App: Voxy Language Learning
Retained users
Send push 2nd week 3rd week
alert
34%
31% 52%
14% 14%
29%
22% 23%
Sept 19 Sept 26 Oct 3 Oct 10
Source: Localytics
21. Impulse shoppers buy less over time
Application: Top 5 iPhone/iPad game
Session of First In-App Lifetime In-App
Purchase Purchases
44% 3.5
33% 2.8
22%
First Session Session 2-9 Session 10+ 1st Session Purchasers
All Other In-App Purchasers
Source: Localytics
22. Challenges of mobile app analytics
• Promotional Campaign Analytics
– Available via Android Market…sometimes
– Limited attribution and targeting
• Location for non-GPS apps unreliable
• Unique IDs often unreliable and
changing
• Instrumentation varies by platform
23. Summary
• Focus on key platforms and configurations that
hit majority of users
• Leverage the uniqueness of apps
– Accurate and complete measurement
– Do more on the client
• Apps enable new opportunities for engagement
25. Presenting in-app offers
App: National News app
• When to “nag” users to
Subscription rate per article
subscribe?
• Highest conversion on
articles completed and/or
shared
• Load offers on client for
Article opened 100% of article viewed
timely delivery
Source: Localytics
26. Mobile app usage ramp unprecedented
90
Apps 50 48
downloaded 30
per user
iOS Android BlackBerry Windows
Apps available 500K+ 400K+ 60K+ 60K+
Apps downloaded 24B+ 11B+ 2B+ < 1B
Installed base 250M+ 200M+ 140M+ 10M
Launch date 7/08 10/08 4/09 10/10
Source: Distimo
Hinweis der Redaktion
How it worksThis is why you don’t have Nielsen and comScore data, because app developers aren’t just adding tags, they’re embedding this data deep into their appsHTML5 works more like an app and will have many of the same issues/challenges
iOS had a bump with the iPhone 4S and moving to additional carriersiOS smaller overall but app usage is much higher
It’s not just the iPhone…iPod Touch & iPad are hugeiPod Touch especially big among childreniPad makes up nearly 20% of all iOS devices and continues to grow fast
Android tablets however are only 6% of total Android devices. This has been driven recently the Kindle FireThe good news is that there is some consolidation for publishers on Android devices – the vast majority are 7” devicesI tried out a 5” Phablet which I personally found the worst of all worlds, and the numbers show I wasn’t the only one unimpressed
On the other hand, fragmentation on Android handsets is talked about a lot and while there are different configurations, we actually found much of the fuss around Android fragmentation is overstatedIf you account for the most popular two screen sizes you hit nearly 2/3 of all users.The same goes for OSs, the vast majority of users are on 2.3 so you can develop accordingly, even if you leave a small percentage behind
Fragmentation on HTML5 is real though. The problem is that the HTML5 spec is being implemented differently by various browsers and device manufacturersAs a result, something different breaks on every different type of device. Not as big a deal on iOS since there are only a few devices, but it’s unsustainable on AndroidYou also have to think about how these apps will be distributed as people still tend to go to app stores to download apps.Of course it enables an app like experiences; will require app oriented tools
- People are willing to discover and try out apps
Apps drive more engagement, but its also because your most loyal (and valuable) customers use the app26% bouncing sounds bad, but
Phones are very personal intimate engagement
Cohort data persists and is more reliable than web
What time of day
Users who buy in their first session buy less over the course of their lifetime than users who make their first purchase later.Highlights ability to get rich engagement dataSimilar feel to the in-app purchases study we didBecause you have access to the app and its storage, you can store metadata about the user, for example, did this person purchase and what is their lifetime spend to-dateCan do it with Google Analytics by jerry-rigging it, but with apps its an inherent part of how you will track analytics