FSE 2016: Mobile analytics in context. Keynote Seattle Nov 14 2016

Ankit Jain, VP Special Projects

Mobile Analytics

Ankit Jain - VP, Special Projects, SimilarWeb @jain_ankit

in Context


About Me


The Market Intelligence Company of the Digital World


EVERY WEBSITE

✓ Traffic Metrics

✓ Traffic Sources

✓ Audience

✓ Industry

✓ Content

✓ Rating

✓ Engagement

✓ App Store

✓ App Store

✓ Keywords

EVERY MOBILE APP

PRO


PRO

Serves:


Trusted & loved by these brands:

AIRLINE & TRAVEL E-COMMERCE INTERNET & TELECOMFINANCE & RESEARCH


Importance of Analytics (in Context)

Problem: Analytics are ubiquitous & success is relative

“Up and to the right” is successful

What if everyone is going “up and to the right”?

What if my “up and to the right” is not as steep as my industry or competition?


USER JOURNEY

1 Acquisition

2 Personalization

3 Feedback

4 Retention


USER JOURNEY

1 Acquisition

2 Personalization

3 Feedback

4 Retention


CPM by Industry

Categories

CPM

$0.00

$0.40

$0.80

$1.20

$1.60

Games Entertainment Tools & Utilities Social News

$0.41$0.42

$0.65

$0.82

$1.53

CPM by Industry

Categories

CPM

$0.00

$0.40

$0.80

$1.20

$1.60

Games Entertainment Tools & Utilities Social News

$0.41$0.42

$0.65

$0.82

$1.53

Source: Manage

Ad Cost BENCHMARKS


Acquisition

From Ad to App

Source:


Search for hotels in Seattle

Source:



Click ad

Source:



Click ad

Install app

Source:



Click ad

Install app

Source:


Source:

16%

Cost per install

18%

Install to booking rate conversion


Deep Linking BENCHMARKS

Deep Linking Popularity by App Category

Categories

Popu

lari

ty

Deep Linking Popularity by App Category

Categories

Popu

lari

ty

Source: Adjust

Shop

ping

Mus

ic

Life

styl

e

Trav

el

Food

& D

rink

s

Prod

uctiv

ity

Spor

ts

Gam

es

Util

ities

New

s

Educ

atio

n

Nav

igat

ion

Ente

rtai

nmen

t


Deep Linking BENCHMARKS

Deep Linking Popularity by Type

Type

Popu

lari

ty

Catalog Item Promo Open App Content Category Page

Deep Linking Popularity by Type

Type

Popu

lari

ty

Catalog Item Promo Open App Content Category Page

Source: Adjust


USER JOURNEY

1 Acquisition

2 Personalization

3 Feedback

4 Retention


Personalization

Home Screen Personalization

Source:


Source:


‘My’ Feed

Showing only content users have saved

Source:


Curated Feed

Showing only recommended content

Source:


SOLUTION

Magic Feed shows user’s saved content & recommended content

Source:


Source:

27%

Product Saves (per user and per session)

Time Spent in App


Personalization

Re-Engagement Campaigns

Source:


Source:


88%

Open Rate


Data based on aggregate data queries. Source: LeanPlum

Push Notifications BENCHMARKS

The Power of Personalized Notifications

4x

Open Rates Personalized: 5.9%

Generic blasts: 1.5%

7x

Retention


Asia / Developing Nations BENCHMARKS


Personalization

Timely push notifications

Source:


DURATION

WeekdaysLOCATION

North America

Push Notification Open Rates

OPTIMAL TIME 6-9pm

Source:


Source:


Source:

User A Receives it right before midnight


User B Receives it 8 hours later

Source:

User A Receives it right before midnight


Source:

16%

Open Rate

17%

Revenue

(for Optimal Time test group)



Open Rates by App Category

App Category

Ope

n Ra

tes

0%

2%

5%

7%

9%

Open Rates by App Category

App Category

Ope

n Ra

tes

0%

2%

5%

7%

9%

Source: Leanplum

Fina

nce

Soci

al N

etw

orki

ng

Educ

atio

n

New

s

Food

& D

rink

s

Nav

igat

ion

Hea

lthca

re &

Fitn

ess

Util

ities

Shop

ping

Spor

ts

Mus

ic Phot

ogra

phy

Trav

el

Gam

es



Notification Opt-In Rates by Platform

Aver

age

Opt

-In R

ate

0%

20%

40%

60%

80%

Notification Opt-In Rates by Platform

Aver

age

Opt

-In R

ate

0%

20%

40%

60%

80%

Android iOS

Platform Source: Kahuna


USER JOURNEY

1 Acquisition

2 Personalization

3 Feedback

4 Retention


Feedback

Surveys & Rating Prompts



Question

Gauge user’s happiness with the app


Question



Rating Prompt

For Happy Users


Question



Feedback Prompt

For Unhappy Users



Source: Apptentive

BENCHMARKSReviews

Survey Response Rates

Category

Surv

ey R

espo

nse

Rate

0%

5%

10%

15%

20%

Lifestyle Entertainment Shopping Food & Drink Productivity

Survey Response Rates

Category

Surv

ey R

espo

nse

Rate

0%

5%

10%

15%

20%



Source: Apptentive

Ratings BENCHMARKS


Source: Apptentive

Ratings BENCHMARKS


Source: Apptentive

BENCHMARKSReviews

Average Number of Reviews

Category

Num

ber

of R

evie

ws

0

22,500

45,000

67,500

90,000


Average Number of Reviews

Category

Num

ber

of R

evie

ws

0

22,500

45,000

67,500

90,000





USER JOURNEY

1 Acquisition

2 Personalization

3 Feedback

4 Retention


Retention

Key Metrics


Mobile App Usage BENCHMARKS

A user uses an average of

13 appson their phone

each day

A user spends an average of

4 hourson their phone

each day

Based on analysis of usage data of millions of Android users worldwide in June 2015. We computed the average app usage statistics per user

and extrapolated the results to 1B users around the world.

Source:


Time Spent Daily in App BENCHMARKS

11%1%1%2%

4%

5%

6%

8%

20%

42%

CommunicationSocialGamesMedia & VideoToolsPhotographyMusic & AudioNews & MagazinesEntertainmentOther

1%1%

2%

Average Percentage of Time Spent Daily in App Categories Worldwide

Based on analysis of usage data of millions of Android users worldwide in June 2015. We computed the average app usage statistics per user

and extrapolated the results to 1B users around the world.

Source:


Mobile App vs Web BENCHMARKS


Mobile App Vs Web BENCHMARKS


Session Lengths BENCHMARKS

Source: SimilarWeb

Average Daily App Usage per Category

Aver

age

Dai

ly A

pp U

sage

(min

utes

)

0

5

10

15

20

25

Gam

esTo

ols

Soci

alCo

mm

unic

atio

nLi

fest

yle

Dat

ing

Vide

o Pl

ayer

sCo

mic

sPr

oduc

tivity

Book

s &

Ref

eren

ceM

edia

and

Vid

eoFi

nanc

eM

usic

& A

udio

Educ

atio

nN

ews

& M

agaz

ines

Ente

rtai

nmen

tBu

sine

ssH

ealth

& F

itnes

sM

aps

& N

avig

atio

nAu

to &

Veh

icle

sSp

orts

Phot

ogra

phy

Art &

Des

ign

Pare

ntin

gSh

oppi

ngTr

avel

& L

ocal

Med

ical

Tran

spor

tatio

nEv

ents

Libr

arie

s &

Dem

oFo

od &

Dri

nkH

ouse

& H

ome

Wea

ther

Beau

ty

Average Daily App Usage per Category

Aver

age

Dai

ly A

pp U

sage

(min

utes

)

0

5

10

15

20

25

Gam

esTo

ols

Soci

alCo

mm

unic

atio

nLi

fest

yle

Dat

ing

Vide

o Pl

ayer

sCo

mic

sPr

oduc

tivity

Book

s &

Ref

eren

ceM

edia

and

Vid

eoFi

nanc

eM

usic

& A

udio

Educ

atio

nN

ews

& M

agaz

ines

Ente

rtai

nmen

tBu

sine

ssH

ealth

& F

itnes

sM

aps

& N

avig

atio

nAu

to &

Veh

icle

sSp

orts

Phot

ogra

phy

Art &

Des

ign

Pare

ntin

gSh

oppi

ngTr

avel

& L

ocal

Med

ical

Tran

spor

tatio

nEv

ents

Libr

arie

s &

Dem

oFo

od &

Dri

nkH

ouse

& H

ome

Wea

ther

Beau

ty

US


Number of Sessions BENCHMARKS

Source: SimilarWeb

Average Number of Sessions per Day per Category

Aver

age

Num

ber

of S

essi

ons

0

2

4

6

8

10

Tool

sCo

mm

unic

atio

nLi

fest

yle

Soci

alPr

oduc

tivity

Fina

nce

Mus

ic &

Aud

ioBu

sine

ssH

ealth

& F

itnes

sD

atin

gM

edia

& V

ideo

Phot

ogra

phy

New

s &

Mag

azin

esVi

deo

Play

ers

Auto

& V

ehic

les

Spor

tsG

ames

Ente

rtai

nmen

tW

eath

erEd

ucat

ion

Map

s &

Nav

igat

ion

Pare

ntin

gBo

oks

& R

efer

ence

Libr

arie

s &

Dem

oTr

avel

& L

ocal

Tran

spor

tatio

nM

edic

alCo

mic

sSh

oppi

ngAr

t & D

esig

nEv

ents

Beau

tyFo

od &

Dri

nkH

ouse

& H

ome

Average Number of Sessions per Day per Category

Aver

age

Num

ber

of S

essi

ons

0

2

4

6

8

10

Tool

sCo

mm

unic

atio

nLi

fest

yle

Soci

alPr

oduc

tivity

Fina

nce

Mus

ic &

Aud

ioBu

sine

ssH

ealth

& F

itnes

sD

atin

gM

edia

& V

ideo

Phot

ogra

phy

New

s &

Mag

azin

esVi

deo

Play

ers

Auto

& V

ehic

les

Spor

tsG

ames

Ente

rtai

nmen

tW

eath

erEd

ucat

ion

Map

s &

Nav

igat

ion

Pare

ntin

gBo

oks

& R

efer

ence

Libr

arie

s &

Dem

oTr

avel

& L

ocal

Tran

spor

tatio

nM

edic

alCo

mic

sSh

oppi

ngAr

t & D

esig

nEv

ents

Beau

tyFo

od &

Dri

nkH

ouse

& H

ome

US


Uninstalls BENCHMARKS

Source: SimilarWeb

Average app retains 23% of DAU in first 3 days after installation

DAYS

0 - 3

This is where the majority of users will decide to stop using an app

DAYS

3 - 7



Source: SimilarWeb

After 3 months, usage retention plummets to 9%, on average

DAYS

8 - 90

Uninstall age for an average app is 8 months

MONTHS

8





Usage Retention by App Category

Perc

enta

ge o

f Act

ive

Use

rs

0%

25%

50%

75%

100%

Days

1 30 59 88 90

News & MagazinesCommunicationSocialProductivityMusic & AudioMedia & VideoHealth & FitnessPhotography

Source: SimilarWeb


Mobile Analytics in Context

• Understand your users and their context

• Understand your analytics as part of a bigger picture

• Reiterate your brand values every step of the way


Special Thanks


Thank YouAnkit Jain - VP, Special Projects [email protected] @jain_ankit

Slides at https://bit.ly/fsetalk

mailto:[email protected]

https://bit.ly/fsetalk

FSE 2016: Mobile analytics in context. Keynote Seattle Nov 14 2016

Technology