Mobile user engagement analysis
On October 22, the American analytical company Flurry released a regular report on the study of user engagement. On Habré already flashed a bare translation of the article, but we at the company decided to analyze it and in this post we will share the results.
According to the data obtained during the study of more than 230,000 applications registered in the system, an “engagement matrix” was built: all applications are divided into categories and rotated depending on the frequency of use per week and% of users who continue to use the application after 90 days.
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As the table shows, applications with a social component (social networks and multiplayer games, acquaintances and various im-services) have the best indicators of engagement, which is not surprising. Depending on the type of applications, American analysts even recommend the best type of monetization. So for applications with a high frequency of use, but a small percentage of returns (quadrants II and III) are paid applications and in-app purchase , and for applications with a high proportion of returns (I and IV) - an advertising model .
But even more interesting, in our opinion, are not these data themselves, but their comparison with the similar report of the company for 2009.
The first and main trend is a reduction in the frequency of use for almost all categories of applications. At the same time, users began to return to the application more often after a long time. So, the number of users using applications from the “Weather” category more than 2 months increased by 2 times, while the frequency of using the application for 1 week decreased by 3 times.
These data indicate an increase in the number of applications on the phone for the user, as well as the departure of a large number of functions that were previously provided by individual applications within social networks: this category of applications shows a large increase in the number of regular users who use the application almost daily. So according to recent information, voiced by Mark Zuckerberg, 40% of Facebook users who come to the site from a stationary computer return during the day. For mobile users, this figure is already 70% .
Trend number two is an increase in loyal audience for applications related to streaming data. So applications that provide access to streaming video or music show impressive results in frequency of use during the week. These results are due to an increase in the speed and availability of mobile Internet compared to 2009.
In conclusion, in the face of fierce competition and the constant increase in the number of applications on the market, the main focus is on building a strategy to increase the loyalty of the existing audience and retain the user.
Prepared by: blog.flurry.com/bid/90743/App-Engagement-The-Matrix-Reloaded
According to the data obtained during the study of more than 230,000 applications registered in the system, an “engagement matrix” was built: all applications are divided into categories and rotated depending on the frequency of use per week and% of users who continue to use the application after 90 days.
')
As the table shows, applications with a social component (social networks and multiplayer games, acquaintances and various im-services) have the best indicators of engagement, which is not surprising. Depending on the type of applications, American analysts even recommend the best type of monetization. So for applications with a high frequency of use, but a small percentage of returns (quadrants II and III) are paid applications and in-app purchase , and for applications with a high proportion of returns (I and IV) - an advertising model .
But even more interesting, in our opinion, are not these data themselves, but their comparison with the similar report of the company for 2009.
The first and main trend is a reduction in the frequency of use for almost all categories of applications. At the same time, users began to return to the application more often after a long time. So, the number of users using applications from the “Weather” category more than 2 months increased by 2 times, while the frequency of using the application for 1 week decreased by 3 times.
These data indicate an increase in the number of applications on the phone for the user, as well as the departure of a large number of functions that were previously provided by individual applications within social networks: this category of applications shows a large increase in the number of regular users who use the application almost daily. So according to recent information, voiced by Mark Zuckerberg, 40% of Facebook users who come to the site from a stationary computer return during the day. For mobile users, this figure is already 70% .
Trend number two is an increase in loyal audience for applications related to streaming data. So applications that provide access to streaming video or music show impressive results in frequency of use during the week. These results are due to an increase in the speed and availability of mobile Internet compared to 2009.
In conclusion, in the face of fierce competition and the constant increase in the number of applications on the market, the main focus is on building a strategy to increase the loyalty of the existing audience and retain the user.
Prepared by: blog.flurry.com/bid/90743/App-Engagement-The-Matrix-Reloaded
Source: https://habr.com/ru/post/156093/
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