1. Mobile App
Analytics
OMMA Metrics & Research
February 21, 2012

2. Agenda
1. Introduction
2. Mobile app trends
3. Mobile app measurement

3. App analytics for top publishers & brands
• Cambridge, MA based
• Founded 2008
• 200+ million unique
devices
• Android, iPhone/iPad,
Windows Phone,
BlackBerry & HTML5

4. Instrumenting apps for analytics
1. SDK: Requires 3. Dashboard +
embedded code App session data export
2.
Batched/compressed
uploads

5. Agenda
1. Introduction
2. Mobile app trends
3. Mobile app measurement

6. iOS & Android maintain dominance
Global Smartphone Units Shipped by OS
9% Other 9%
Windows
12%
21% RIM
24%
Symbian
50%
51%
iOS
6%
Android
Source: Gartner, Jan 2012

7. All iOS devices growing fast
iOS Device Breakdown
62%
19% 18%
iPhone iPod Touch iPad
Source: Localytics, Feb 2012

8. Android tablet specs converging
Android Tablet Sizes
• 5% of all Android
devices are tablets 74%
• 70% are Kindle Fire
or Samsung Galaxy
Tab 22%
4%
7" 10.1" Other
Source: Localytics, Jan 2012

9. Android fragmentation over-stated
Android Handset Sizes Top Android Spec
41%
22%
11% 9%
4.3" 4.0" 3.2" 3.7"
Source: Localytics, Jan 2012

10. 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

11. Retaining app users is challenging
26% 26%
Used app Used app
only once 10+ times
13%
9%
7%
5%
4%
3% 3% 2% 2%
1 2 3 4 5 6 7 8 9 10 11+
Number of Times an App Was Used
Source: Localytics, Mar 2011

12. Apps drive stronger engagement
News Readers More Engaged on Apps than
Web
70%
23% 24%
7%
2+ uses per month 10+ uses per month
Websites Mobile & Tablet Apps
Source: Localytics, Sept 2011 & Nielsen, May 2011

13. Engagement varies by category
iPad Sessions per Month
13
5 5
4
3 3 3
2 2
Source: Localytics, Aug 2011

14. Apps enable accurate session tracking
iPad Session Length (% of Average)
256%
228%
210%
162%
100%
84% 82%
72%
45%
17%
Source: Localytics, Aug 2011

15. Agenda
1. Introduction
2. Mobile app trends
3. Mobile app measurement

16. 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

17. 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

18. Measure rich contextual data
App: Walk & Run Tracker
Source: Localytics

19. Target offers using location & context
App: CardStar (Constant Contact)

20. Timely push notifications to retain users
App: Voxy Language Learning
Retained users
Send push 2nd week 3rd week
alert
34%
31% 52%
14% 14%
29%
22% 23%
Sept 19 Sept 26 Oct 3 Oct 10
Source: Localytics

21. Impulse shoppers buy less over time
Application: Top 5 iPhone/iPad game
Session of First In-App Lifetime In-App
Purchase Purchases
44% 3.5
33% 2.8
22%
First Session Session 2-9 Session 10+ 1st Session Purchasers
All Other In-App Purchasers
Source: Localytics

22. 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

23. 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. Powerful, Real-time Application Analytics
Raj Aggarwal | raj@localytics.com | www.localytics.com
24

25. Presenting in-app offers
App: National News app
• When to “nag” users to
Subscription rate per article
subscribe?
• Highest conversion on
articles completed and/or
shared
• Load offers on client for
Article opened 100% of article viewed
timely delivery
Source: Localytics

26. Mobile app usage ramp unprecedented
90
Apps 50 48
downloaded 30
per user
iOS Android BlackBerry Windows
Apps available 500K+ 400K+ 60K+ 60K+
Apps downloaded 24B+ 11B+ 2B+ < 1B
Installed base 250M+ 200M+ 140M+ 10M
Launch date 7/08 10/08 4/09 10/10
Source: Distimo