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RESEARCH, ANALYSIS & TRENDS

5 ways to navigate the maze of metrics

in the app economy

The growth of the mobile app economy has been Usage - the new indicator of success
phenomenal since its inception in 2008. In just two
years, “app” became Word of the Year, and later on, While the number of app downloads is critical in the
fodder for Hollywood movies - such as The Angry Birds infant stage of an app’s lifecycle, it is the sustained and
Movie, based on the (then) ubiquitous gaming app. high usage levels of an app that truly mark an app’s
success. Downloads merely measure an app’s
Undoubtedly, apps are intertwined with our everyday potential breadth and reach, but usage indicates the
lives. In fact, in 2017, consumers spent a total of nearly level of activity. Usage is therefore key in allowing
1.5 months of their year purely in apps on average, businesses to tap into consumer behavioural patterns
according to App Annie’s Retrospective 2017 report. In and optimise time spent in-app.
Singapore, the average person spent a staggering 3.5
hours per day in apps. Needless to say, for businesses, For instance, while Pokemon GO ranked out of the top
there isn’t a medium that is as direct, as personal or as 10 most downloaded games in Singapore in 2017, it
omni-present, to allow you to meet your customer was nevertheless the top gaming app in Singapore by
whenever and wherever they need you. Monthly Active Users (MAU) - a sign of sustained user
engagement, long after its launch in August 2016.
Naturally, terminologies such as monthly active users Therefore, effectively proving what truly matters is what
(MAU), daily active users (DAU) and app store the user does with the app after downloading it.
optimization (ASO) are starting to flood reports and
articles. Daunting? Perhaps. But thanks to App Annie, High usage metrics demonstrate a satisfied customer
one of the industry’s leading app analytics provider, base, and one that is more likely to generate revenue
here are five ways you can cut through these maze of through in-app purchases for retail businesses.
metrics to derive a clear business strategy. Competitive usage metrics are also critical for
generating advertising revenue through higher clicks
per thousand (CPMs).
4 April 2018 - Strategic Social Media & Augmented Reality (AR)