OMMA Metrics - Raj Aggarwal
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Transcript of OMMA Metrics - Raj Aggarwal
Mobile App Analytics
OMMA Metrics & ResearchFebruary 21, 2012
Agenda
1. Introduction
2. Mobile app trends
3. Mobile app
measurement
App analytics for top publishers & brands
• Cambridge, MA based
• Founded 2008• 200+ million
unique devices• Android,
iPhone/iPad, Windows Phone, BlackBerry & HTML5
Instrumenting apps for analytics
1. SDK: Requiresembedded code
2. Batched/compressed uploads
App3. Dashboard + session data export
Agenda
1. Introduction
2. Mobile app trends
3. Mobile app
measurement
iOS & Android maintain dominance
Source: Gartner, Jan 2012
Q1
Q2
Q3
Q4
Q1
Q2
Q3
Q4
Q1
Q2
Q3
Q4
Q1
Q2
Q3
Q4
51%
6%
24%
50%
12%
21%
9%9%
Global Smartphone Units Shipped by OS
AndroidiOS
Symbian
RIM
WindowsOther
All iOS devices growing fast
Source: Localytics, Feb 2012
iPhone iPod Touch iPad
62%
19% 18%
iOS Device Breakdown
Android tablet specs converging
• 5% of all Android devices are tablets
• 70% are Kindle Fire or Samsung Galaxy Tab
Source: Localytics, Jan 2012
7" 10.1" Other
74%
22%4%
Android Tablet Sizes
Android fragmentation over-stated
Top Android Spec
Source: Localytics, Jan 2012
4.3" 4.0" 3.2" 3.7"
41%
22%
11% 9%
Android Handset Sizes
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
Retaining app users is challenging
1 2 3 4 5 6 7 8 9 10 11+
26%
13%
9%7%
5%4% 3% 3% 2% 2%
26%
Number of Times an App Was Used
Used app only once
Used app 10+ times
Source: Localytics, Mar 2011
Apps drive stronger engagement
2+ uses per month 10+ uses per month
23%
7%
70%
24%
News Readers More Engaged on Apps than Web
Websites
Source: Localytics, Sept 2011 & Nielsen, May 2011
Engagement varies by category
Gam
es
New
s
Musi
c
Busines
s
Ente
rtai
n...
Hea
lth
Sports
Life
styl
e
Refer
ence
13
5 54
3 3 32 2
iPad Sessions per Month
Source: Localytics, Aug 2011
New
s
Musi
c
Hea
lth
Refer
ence
Life
styl
e
Busines
s
Gam
es
Sports
Ente
rtai
n...
256%
228%210%
162%
84% 82%72%
45%
17%
iPad Session Length (% of Average)
Apps enable accurate session tracking
Source: Localytics, Aug 2011
100%
Agenda
1. Introduction
2. Mobile app trends
3. Mobile app
measurement
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
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
Measure rich contextual data
App: Walk & Run Tracker
Source: Localytics
Target offers using location & context
App: CardStar (Constant Contact)
Timely push notifications to retain users
Sept 19 Sept 26 Oct 3 Oct 10
22% 23%29%
52%
14% 14%
31%
34%
Retained users
2nd week 3rd week
App: Voxy Language Learning
Send push alert
Source: Localytics
Impulse shoppers buy less over time
First Session
Session 2-9
Session 10+
22%
33%
44%
Session of First In-App Purchase
Application: Top 5 iPhone/iPad game
2.83.5
Lifetime In-App Purchases
Source: Localytics
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
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
Presenting in-app offers
• When to “nag” users to subscribe?
• Highest conversion on articles completed and/or shared
• Load offers on client for timely deliveryArticle opened 100% of article
viewed
Subscription rate per ar-ticle
App: National News app
Source: Localytics
Mobile app usage ramp unprecedented
iOS Android BlackBerry Windows
90
5030
48Apps downloaded
per user
Apps available
Apps downloadedInstalled base
Launch date
500K+
24B+
250M+
7/08
400K+
11B+
200M+
10/08
60K+
2B+
140M+
4/09
60K+
< 1B
10M
10/10
Source: Distimo