Solving the Puzzle: Understanding the Human behind social app users - Ruth Russek, Startapp

#1 New York

#1 Software

#7 Overall Rank

#1 in 2015 CRAIN'S

New York

FAST 50

#1 in 2015

Deloitte’s

Technology

Fast 500

FOUNDED

Dec 2010The

SDK DOWNLOADS

9.5 Billion

APPS

Over 250,000

MOBILE BOARD MEMBER

Since 2014

MONTHLY ACTIVE USERS

Over 640 Million

SAN FRANCISCO

NEW YORK

TEL AVIV

BEIJING

SÃO PAULOKIEV

Our

offices

SHANGHAINEW YORK

MOSCOW

SODA is a social data platform that allows

any social app to contribute a piece of the

user data puzzle and receive the complete

user picture in return.

Mobile integration with daily activities

Music

Player

News &

ArticlesGames

Photography

Tools

Social

Networks

Food & Weight

TrackingShopping Dating

Your SODA insights

SODA

partners

with many

social

apps

Each app

partner

contributes a

piece of the

user data

puzzle

SODA combines these

pieces and returns a

full, anonymized

social picture

MOBILE DATING

Games Communication Social Networks

Photography Shopping Dating

Category overview

Global Mobile Users

% Of Mobile Users

that have at least one

App on each category

Volume of Dating Users per Region

Market overview

% of Mobile Dating Users

By Region

20%

Market overview

Volume of Dating Users per Region

Global Average Dating Apps per User

% Average # Dating Apps Per UserDating

Global Penetration

% Average Global Dating Penetration

AMERICAN DATING

USERS

American dating profile

Average American User

Profile

Interests

Affinities

Intent

Strong

Weak

American

Dating

User Profile

ComparisonSimilarities

Positive

American dating profile

Remove

Similarities

Analyze what makes our usersUnique

Break down into

Custom

Categories

Map them

In terms of:

Y: Level of AffinityCompared to Average

American User Profile

X: % of Dating Users

Y: Strong / Weak

Affinity

X: Volume of users

Each bubble

represents a

different

category

Level of affinity

Negative

Volume of Users

~35%

Strong Affinity

35% higher than

average

Bubble Size: Average # apps per

category

Dating User % of Users per Category

Mic

o P

rofi

le C

om

par

ed t

o

Dat

ing

Pro

file

Dat

ing

Use

r P

rofi

le C

om

par

ed t

o

Ave

rage

Use

r P

rofi

le

High volume of users

• More Social• Higher need for communication, sharing and

photography

• Highly Music Oriented• Category with most volume of users

Dating Users - Affinity MapUnited States

5% 15% 40% 100%

Early adopters

• Mobile Services• Higher Acquisition Power• Integrate mobile with all their daily

activities


5% 15% 40% 100%

Transportation habits

• Strongest Affinity towards

transportation services

• Meaningful preference for private

transportation over Public Transport


5% 15% 40% 100%

DATING IN THE

CITY

Music

• New Yorkers have less interest

in streaming music

Dating Users - Affinity MapNY & LA compared to average Dating USA

100%

Food delivery

• New Yorkers order more food


100%

Mobile banking

• New Yorkers have a higher

inclination for money transfer services


100%

News

• New Yorkers portray twice as much

interest in international news


100%

Navigation

• Both cities are aligned with the

category standard


100%

Transport as a service

• LA users have a higher inclination

for using such services


100%

Public transportation Dating Users - Affinity MapNY & LA compared to average Dating USA

• New Yorkers show almost 10 times

higher tendency to use Public

Transportation

INDIVIDUAL BEHAVIORS

HOW WELL DO WE

KNOW

Why SODA?

Understand

Human Behind

User

Complete Picture

User Experience

Anticipate User’s

Needs

Tailored

Onboarding

Shorten Funnel

Actionable

Insights

Data Value

THANK

YOU :)[email protected]