SINGAPORE: As mobile devices and apps become an increasingly indispensable part of modern life, brands and app designers need to ensure they are measuring growth and success efficiently.

According to App Annie’s Retrospective 2017 report, the average person in Singapore uses apps at least 3½ hours a day, much higher than the global average of 1½ hours per day – and with apps for ride hailing, grocery shopping and banking now use frequently, it’s important for brands in all categories to have a strategy for boosting engagement and stream-lining customer service in their app.

 “While the number of app downloads is critical in the infant stage of an app’s lifecycle, it is the sustained and high usage levels of an app that truly mark an app’s success. Downloads merely measure an app’s potential breadth and reach, but usage indicates the level of activity,” writes Jaede Tan, Regional Director at App Annie. (For more, read WARC’s exclusive: Five ways to navigate the maze of metrics in the app economy)

“High usage metrics demonstrate a satisfied customer base, and one that is more likely to generate revenue through in-app purchases for retail businesses. Competitive usage metrics are also critical for generating advertising revenue through higher clicks per thousand (CPMs),” he said.

Measuring monthly active users only won’t cut it in high usage verticals such as transport or banking, where apps are used on an everyday basis.

“(Daily active users) is an especially important metric to track for social, communications, utility, photo/video, entertainment and news apps, while (weekly active users) is a better indicator of engagement and reach for shopping, finance, quick-serve restaurants, productivity and transportation apps, given a comparatively greater frequency in usage,” Tan explained.

Sessions per user, time spent on the app, and customer retention figures are all key to have a better understanding of how an app is performing.

“With the app economy more saturated today than it has ever been, users are likely to delete the apps if their user experience isn’t instantly satisfying, and move on to the next available app. Understanding app retention in stages of Day 1, Day 3, Day 7 and Day 30, helps businesses plan out their app’s growth trajectory and critically guide product marketing and investment decisions,” Tan said.

Sourced from WARC