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

24

Raj Aggarwal | raj@localytics.com | www.localytics.com

Powerful, Real-time Application Analytics

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