The document discusses practical applications and strategies for mobile apps. It provides statistics on app usage and consumer behavior. It also outlines best practices for measuring key metrics at different stages of the app lifecycle, from acquisition of downloads and installs to user activation, onboarding, engagement, and conversion. The goal is to understand user behavior and identify the metrics that matter most for optimizing the app experience and growth. Relationships, momentum, understanding marketplace dynamics, and delivering a quality experience are emphasized as important factors for success.

1. PRACTICAL
APP-LICATIONS
John Kreicbergs
General Manager - P3 Apps // Propaganda3
President // Kid Rocket Studios
@patchchord
#aafkc

2. app /ap/
noun, Computers, Informal.
a self-contained program or piece of software designed
to fulfill a particular purpose; an application, especially
as downloaded by a user to a mobile device.

3. App Store: over 1,200,000 apps
Google Play: over 1,300,000 apps

4. Average app use among U.S. adults (18+):
App Store: over 1,200,000 apps
Google 43 hours, Play: over 31 minutes/1,300,000 month
apps
Source: Nielsen

5. African-Average American app use and among Hispanic U.S. adults adults ((18+):
18+):
App Store: over 1,200,000 apps
Google 43 hours, Play: over 31 minutes/1,300,000 month
apps
Source: Nielsen
53 hours/month & 49 hours/month

6. iPhone 6 Plus
(actual size)

7. The average smartphone app downloader…
• Has around 42 apps on their device
• 87% claim they use less than 10 apps on a daily basis
• 55% say they use between one and four apps
• 32% report using between five and nine
Source: Nielsen

8. So why are consumers downloading apps?
Leisure or entertainment
53% of smartphone owners/59% tablet owners
Recommendation from a friend
48% smartphone owners/44% tablet owners
Source: Nielsen

9. Source: Flurry Analytics

10. Source: Flurry Analytics

12. Source: Altimeter Group
KA-CHING!

13. Source: Altimeter Group
(one-time purchase) }high friction
}high expectation
Premium App
purchase

14. Source: Altimeter Group
Free App
(free download,
no in-app purchase)
}low friction
}low expectation
download

15. Source: Altimeter Group
Freemium App
(free to download,
has in-app purchases)
}low friction
}mixed expectations
download

16. YO DAWG. I HEARD YOU LIKE CUSTOMER ACQUISITION FUNNELS.
SO I PUT A CUSTOMER ACQUISITION FUNNEL IN YOUR CUSTOMER
ACQUISITION FUNNEL SO YOU CAN MEASURE WHILE YOU MEASURE.

17. In-App Purchase
(consumable, non-consumable,
non-renewing subscription,
or auto-renewing subscription)
in-app purchase

19. BOULEVARDIA // Situation
CHALLENGES
Festival’s first year
No visual assets
No preconceived experience for visitors
Festival within a festival (Taps & Tastes)
Bands & beers & vendors & food
Unfamiliar environment for event
Boulevard team & event team & design team & tech team

20. Desktop Breweries & Food Mobile Breweries & Food
BOULEVARDIA // Responsive Design
Mobile “Learn More” Lightbox

21. BOULEVARDIA // App Planning
APP FEATURES
Festival Announcements
Entertainment Schedule
Festival Map
Festival Information
Beer Information
Photo-based Social Media Activation
Push Notifications
Sponsor Recognition

22. BOULEVARDIA // App Wireframes

23. BOULEVARDIA // App Design

24. BOULEVARDIA // App Design

25. BOULEVARDIA // Launch Support

26. BOULEVARDIA // Social Media

27. BOULEVARDIA // At The Fest

28. Quay Coffee Boulevardia KC Irish Fest Downtown Dazzle
BOULEVARDIA // Evolution

30. A kid’s imagination is like a rocket.
These rockets are built from daydreams.
They’re fueled by a blatant disregard for the
boring limits of adulthood.
They fly further than anything known to grownups.
There is no big red button.
There is only the spark that launches imagination.

34. REVIEWS
“It’s marvellous.”
AppsPlayground.com (UK)
“Hiiieee-yaaah! Kung Fu Robot kicks his way onto iPad” | 05.22.2013
“A creative motion-comic with
a real sense of fun.”
The Guardian (UK)
“20 best iPhone and iPad apps this week” | 05.24.2013
“Maybe not so educational…
but well worth a look!!!”
FunEducationalApps.com
“5 Great New and Noteworthy Apps for Kids” | 05.31.2013
“Blown away by the original
artwork and unique storyline.”
iPadKids.com
“Free App of the Day - Kung Fu Robot” | 06.01.2013

37. PARENTS Magazine
November 2013
This Month’s Top 10 Favorites:
Our Must-have, Must-See, Must-Do List
#10 Download the year’s best (free!) kids’ apps
Hundreds of new children’s apps came out this
year. Our mission was to zero in on the
releases that cost nothing yet offer plenty of
fun. After hours of testing, here are our
favorite freebies. Have them ready before
your next road trip!
…
No. 9 - Kung Fu Robot
With its vibrant graphics, this interactive comic
book will wow the bigger kids. 8 years+, for
iPad

40. Kung fu robot: Current Stats
over 250,000 downloads
United States
China
Saudia Arabia
Russia
United Kingdom
Australia
Canada
Turkey
United Arab Emirates
4.1%
4%
3.6%
2.4%
2.2%
1.3%
1.3%
Other 8.1%
22%
51%
Age Distribution
13-17 18-24 25-34 35-54 55+
Gender
Female
68%
Male
32%

41. ACQUISITION
downloads
WHAT TO CONSIDER
• promotional activities
(paid, owned, and earned media)
• seasonality
• rankings & features
HOW TO MEASURE

42. ACQUISITION
downloads or installs
ACTIVATION
have opened the app
WHAT TO CONSIDER
• 25% never open your app
• 79% may give you a 2nd
try if it crashes on first run
• 16% may give you a 3rd
• immediacy of use
HOW TO MEASURE

43. ACQUISITION
downloads or installs
ACTIVATION
have opened the app
ONBOARDING
new user experience
WHAT TO CONSIDER
• user registration flow
• features walkthrough
• content consumption
HOW TO MEASURE

44. ACQUISITION
downloads or installs
ACTIVATION
have opened the app
ONBOARDING
new user experience
ENGAGEMENT
use frequency
WHAT TO CONSIDER
• DAUs/MAUs
• retention over time
• app category
• utility
• entertainment value
HOW TO MEASURE

45. ACQUISITION
downloads or installs
ACTIVATION
have opened the app
ONBOARDING
new user experience
ENGAGEMENT
use frequency
CONVERSION
$
WHAT TO CONSIDER
• all of the above!
HOW TO MEASURE

46. Start with a plan.
Be ready to trash it.

47. A production mindset is VERY
different than a product mindset.
Finish line or the starting line?

48. Momentum and traction are critical.
Pace creates momentum; momentum creates traction.

49. Relationships. Relationships. Relationships.
Identify your audience and build roads to reach them.

50. Study the dynamics of the marketplace.
Not all stores and customers are the same.

51. What you measure is more
important than how.
Identify the metrics that matter
and track them relentlessly.

52. Big numbers create big numbers.
There are no shortcuts.

53. Money can buy installs.
It also obscures the truth.

54. Know what the technology can and can’t do.
Nothing can overcome a poor experience or story.

55. PRACTICAL
APP-LICATIONS
John Kreicbergs
General Manager - P3 Apps // Propaganda3
President // Kid Rocket Studios
@patchchord
#aafkc