Measurement is the key to app's international success

The importance of measuring mobile app engagement

Measurement is the key to app's international success

This article will highlight how you can use valuable insights into mobile app usage to gauge the level of engagement you have with users, and also to understand your users’ engagement with competitors.

In the past looking at the number of downloads for mobile apps was enough to determine whether an app was successful; however this isn’t the case nowadays. With so many apps available, and so many being downloaded, consumers may download apps that they never or rarely use. So you’ll need to know whether users are fully engaged with your app and the brand. Monitoring key factors such as the number of active users, the number of sessions, and the amount of time spent on your app all help to distinguish the level of actual engagement. Using such sets of data can help you make smarter and better marketing decisions as you grow your business to new markets.

Active users

A great indication of engagement and app usage is monthly, weekly and daily active users – these are typically defined by the number of people that use your app at least once in the time period. Such data allows you to determine how many individuals are actively using the app over a given period of time and the pattern in which it’s being used. This can then be compared with competitors’ usage to see whether they have a higher or lower level of engagement and, if necessary, gives you the knowledge to implement strategies to rectify any disparity.

For example, our data shows that amongst Android travel app users, the National Rail app has the highest level of daily unique users, compared to trainline and EasyJet. App usage data like this highlights that users of the National Rail app are more engaged with the brand and are using it as a quick and easy way to check train times on a daily basis.

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Minutes of use

Identifying the amount of time and minutes of use on various mobile apps gives an increased sense of the level of engagement, as it highlights how long people are actually interacting with the app and not just downloading an app by using it once. If you identify that your app is taking longer to use, it might highlight the need for changes to improve user experience and engagement.

Of course, the most appropriate metric of measurement to use may depend on the type of app that is being analysed. Taxi booking apps, for example, are likely to be looking for shorter periods of time spent on the app, but would like to see more sessions – indicating that people are heavily using their services. However, publishers of content driven apps such as newspapers are looking for both – lots of sessions and evidence that people are using them for longer periods of time.

Recent data from Mobidia illustrates this point by showing users of the Mail Online app on Android devices having the highest average app screen time, compared to both Sky News and BBC News. Take-aways from this data might be that Mail Online users are more likely to read entire articles, whereas Sky News and BBC News users are more likely to just scan the headlines. Naturally for advertisers such data could be of great interest, as it means that an in-app advert in the Mail Online could mean more exposure time for their ads.

The intelligence that can be derived from mobile app usage data is becoming a key focal point for brands and marketers globally, as it is one of the most actionable ways of identifying the true level of engagement of a mobile app. These valuable insights will put you in a stronger position to make smarter marketing decisions which will help grow and improve usage, as well as brand presence, in your new market.