Assessing user involvement is crucial for app success. Now's the time to evaluate user engagement.
The app economy has a significant global presence, particularly in sectors such as gaming, social messaging, and video. According to Chris Hill, SVP of marketing at Mobidia, this data is a valuable resource for marketers and app owners with a global reach.
In the realm of news apps, the Yahoo Mail app on Android devices boasts the highest average screen time compared to Sky News and BBC News. Interestingly, users of the Yahoo Mail app might be more likely to read entire articles, whereas Sky News and BBC News users might favour scanning headlines.
For content apps like news apps, both the number of sessions and evidence of longer periods of use are desirable. However, the length of time spent in an app can also be indicative of faults in the app design, as users may leave an app sooner if they find it difficult to navigate or find the content they're seeking.
For advertisers, an in-app advert in the Yahoo Mail could mean more exposure time for their ads to readers. On the other hand, for apps like taxi booking services, shorter periods of time spent on the app and more sessions might indicate heavy usage.
Monitoring active users, sessions, and time spent on an app is essential for marketers. It helps them make smarter and better marketing decisions, which will, in turn, help grow and improve their mobile app usage and brand presence in the market.
Moreover, the competitive dynamics vary greatly in different countries for these app categories. Therefore, the appropriate metric of measurement may differ depending on the type of app being analysed. For instance, data from Mobidia's global mega-panel shows that the National Rail app has the highest level of daily unique users among Android travel apps.
The intelligence that can be derived from mobile app usage data is becoming a key focal point for brands and marketers globally. By understanding user behaviour, they can tailor their strategies to meet the needs of their audience more effectively, leading to increased engagement and growth in the app economy.
