At the recent Mobile Mar­ket­ing Asso­ci­a­tion Forum event in New York, Google released the find­ings from a global sur­vey of 10,000 con­sumers and 1000 mar­keters in the US, UK, France, Ger­many, and Japan “Global Per­spec­tives: Smart­phone Users and the Mobile Mar­keter “.  One of the most inter­est­ing insights relates to the num­ber of apps down­loaded and used by con­sumers in the United States:

  • Aver­age num­ber of apps installed = 23
  • Aver­age num­ber of apps used in the past 30 days = 10

If your mobile app is not in a consumer’s Top 10 list, then you should eval­u­ate the ROI for build­ing apps that may not be used by your tar­get audience.Adobe highly rec­om­mends that all mobile appli­ca­tions are mea­sured from Day 1 to under­stand the impact of vis­i­tor “churn” on your mobile strat­egy. Basi­cally, the mar­ket­ing team should be able to under­stand what % of vis­i­tors did not launch and use your app in the last month. If con­sumers only use your app once after down­load, then you should revisit the user expe­ri­ence of the app to iden­tify oppor­tu­ni­ties to bring your app users back.  As the graphic shows below, your mobile app is com­pet­ing with thou­sands of oth­ers for the atten­tion of consumers.

Dur­ing the North Amer­ica Sum­mit, we intro­duced a set of best prac­tices met­rics for the Apple iOS plat­form and a mobile ana­lyt­ics dash­board for Apps​.In addi­tion, Carl Sandquist from our Mobile con­sult­ing team pre­sented exam­ples of these met­rics across mobile device plat­forms:http://​blogs​.omni​ture​.com/​2​0​1​1​/​0​3​/​1​6​/​h​i​g​h​l​i​g​h​t​s​-​f​r​o​m​-​m​o​b​i​l​e​-​s​e​s​s​i​o​n​s​-​a​t​-​s​u​m​m​i​t​-​2​0​11/

To learn more about the imple­men­ta­tion guide­lines, you can log into the Knowl­edge­base and search for “iOS best prac­tices”https://​omni​ture​-help​.cus​thelp​.com/​a​p​p​/​a​n​s​w​e​r​s​/​d​e​t​a​i​l​/​a​_​i​d​/​1​0​509

To learn more about Mobile ana­lyt­ics and opti­miza­tion solu­tions, please click here.