Analytics platforms have proliferated and have become an essential part of every mobile app developer's toolkit. But the lens these platforms provide us is one of introspection, one that positions analytics as something that should exist in isolation. In this keynote, SimilarWeb's Vice President of Special Projects Ankit Jain will explain why understanding analytics in the context of your industry is key to tracking meaningful progress. Ankit will discuss the leading lifecycle management tools and present overall as well as industry specific benchmarks for user acquisition and retention. To inspire the audience to meet these industry benchmarks, the talk will provide strategies for optimizing the user journey through deep linking, content personalization, and push messaging optimization.

1. Ankit Jain, VP Special Projects
Mobile Analytics
Ankit Jain - VP, Special Projects, SimilarWeb
@jain_ankit
in Context

2. Ankit Jain, VP Special Projects
About Me

3. Ankit Jain, VP Special Projects
The Market Intelligence Company
of the Digital World

4. Ankit Jain, VP Special Projects
EVERY WEBSITE
✓ Traffic Metrics
✓ Traffic Sources
✓ Audience
✓ Industry
✓ Content
✓ Rating
✓ Engagement
✓ App Store
✓ App Store
✓ Keywords
EVERY MOBILE APP
PRO

5. Ankit Jain, VP Special Projects
PRO
Serves:

6. Ankit Jain, VP Special Projects
Trusted & loved by these brands:
AIRLINE & TRAVEL E-COMMERCE INTERNET & TELECOMFINANCE & RESEARCH

7. Ankit Jain, VP Special Projects
Importance of Analytics (in Context)
Problem:
Analytics are ubiquitous & success is relative
“Up and to the right”
is successful
What if everyone is going
“up and to the right”?
What if my “up and to the right”
is not as steep as my industry or competition?

8. Ankit Jain, VP Special Projects
USER JOURNEY
1 Acquisition
2 Personalization
3 Feedback
4 Retention

9. Ankit Jain, VP Special Projects
USER JOURNEY
1 Acquisition
2 Personalization
3 Feedback
4 Retention

10. Ankit Jain, VP Special Projects
CPM by Industry
Categories
CPM
$0.00
$0.40
$0.80
$1.20
$1.60
Games Entertainment Tools & Utilities Social News
$0.41$0.42
$0.65
$0.82
$1.53
CPM by Industry
Categories
CPM
$0.00
$0.40
$0.80
$1.20
$1.60
Games Entertainment Tools & Utilities Social News
$0.41$0.42
$0.65
$0.82
$1.53
Source: Manage
Ad Cost BENCHMARKS

11. Ankit Jain, VP Special Projects
Acquisition
From Ad to App
Source:

12. Ankit Jain, VP Special Projects
Search for
hotels in
Seattle
Source:

13. Ankit Jain, VP Special Projects
Search for
hotels in
Seattle
Click ad
Source:

14. Ankit Jain, VP Special Projects
Search for
hotels in
Seattle
Click ad
Install app
Source:

15. Ankit Jain, VP Special Projects
Search for
hotels in
Seattle
Click ad
Install app
Source:

16. Ankit Jain, VP Special Projects
Source:
16%
Cost per install
18%
Install to booking
rate conversion

17. Ankit Jain, VP Special Projects
Deep Linking BENCHMARKS
Deep Linking Popularity by App Category
Categories
Popularity
Deep Linking Popularity by App Category
Categories
Popularity
Source: Adjust
Shopping
Music
Lifestyle
Travel
Food&Drinks
Productivity
Sports
Games
Utilities
News
Education
Navigation
Entertainment

18. Ankit Jain, VP Special Projects
Deep Linking BENCHMARKS
Deep Linking Popularity by Type
Type
Popularity
Catalog Item Promo Open App Content Category Page
Deep Linking Popularity by Type
Type
Popularity
Catalog Item Promo Open App Content Category Page
Source: Adjust

19. Ankit Jain, VP Special Projects
USER JOURNEY
1 Acquisition
2 Personalization
3 Feedback
4 Retention

20. Ankit Jain, VP Special Projects
Personalization
Home Screen Personalization
Source:

21. Ankit Jain, VP Special Projects
Source:

22. Ankit Jain, VP Special Projects
‘My’ Feed
Showing only
content users
have saved
Source:

23. Ankit Jain, VP Special Projects
Curated Feed
Showing only
recommended
content
Source:

24. Ankit Jain, VP Special Projects
SOLUTION
Magic Feed
shows user’s
saved content &
recommended
content
Source:

25. Ankit Jain, VP Special Projects
Source:
27%
Product Saves
(per user and per session)
Time Spent in App

26. Ankit Jain, VP Special Projects
Personalization
Re-Engagement Campaigns
Source:

27. Ankit Jain, VP Special Projects
Source:

28. Ankit Jain, VP Special Projects
88%
Open Rate

29. Ankit Jain, VP Special Projects
Data based on aggregate data queries. Source: LeanPlum
Push Notifications BENCHMARKS
The Power of Personalized Notifications
4x
Open Rates
Personalized: 5.9%
Generic blasts: 1.5%
7x
Retention

30. Ankit Jain, VP Special Projects
Asia / Developing Nations BENCHMARKS

31. Ankit Jain, VP Special Projects
Personalization
Timely push notifications
Source:

32. Ankit Jain, VP Special Projects
DURATION
Weekdays
LOCATION
North America
Push Notification Open Rates
OPTIMAL
TIME
6-9pm
Source:

33. Ankit Jain, VP Special Projects
Source:

34. Ankit Jain, VP Special Projects
Source:
User A
Receives it
right before
midnight

35. Ankit Jain, VP Special Projects
User B
Receives it 8
hours later
Source:
User A
Receives it
right before
midnight

36. Ankit Jain, VP Special Projects
Source:
16%
Open Rate
17%
Revenue
(for Optimal Time test group)

37. Ankit Jain, VP Special Projects
Push Notifications BENCHMARKS
Open Rates by App Category
App Category
OpenRates
0%
2%
5%
7%
9%
Open Rates by App Category
App Category
OpenRates
0%
2%
5%
7%
9%
Source: Leanplum
Finance
SocialNetworking
Education
News
Food&Drinks
Navigation
Healthcare&Fitness
Utilities
Shopping
Sports
Music
Photography
Travel
Games

38. Ankit Jain, VP Special Projects
Push Notifications BENCHMARKS
Notification Opt-In Rates by Platform
AverageOpt-InRate
0%
20%
40%
60%
80%
Notification Opt-In Rates by Platform
AverageOpt-InRate
0%
20%
40%
60%
80%
Android iOS
Platform Source: Kahuna

39. Ankit Jain, VP Special Projects
USER JOURNEY
1 Acquisition
2 Personalization
3 Feedback
4 Retention

40. Ankit Jain, VP Special Projects
Feedback
Surveys & Rating Prompts

41. Ankit Jain, VP Special Projects

42. Ankit Jain, VP Special Projects
Question
Gauge user’s
happiness
with the app

43. Ankit Jain, VP Special Projects
Question
Gauge user’s
happiness
with the app

44. Ankit Jain, VP Special Projects
Rating Prompt
For Happy
Users

45. Ankit Jain, VP Special Projects
Question
Gauge user’s
happiness
with the app

46. Ankit Jain, VP Special Projects
Feedback Prompt
For Unhappy
Users

47. Ankit Jain, VP Special Projects

48. Ankit Jain, VP Special Projects
Source: Apptentive
BENCHMARKSReviews
Survey Response Rates
Category
SurveyResponseRate
0%
5%
10%
15%
20%
Lifestyle Entertainment Shopping Food & Drink Productivity
Survey Response Rates
Category
SurveyResponseRate
0%
5%
10%
15%
20%
Lifestyle Entertainment Shopping Food & Drink Productivity

49. Ankit Jain, VP Special Projects
Source: Apptentive
Ratings BENCHMARKS

50. Ankit Jain, VP Special Projects
Source: Apptentive
Ratings BENCHMARKS

51. Ankit Jain, VP Special Projects
Source: Apptentive
BENCHMARKSReviews
Average Number of Reviews
Category
NumberofReviews
0
22,500
45,000
67,500
90,000
Lifestyle Entertainment Shopping Food & Drink Productivity
Average Number of Reviews
Category
NumberofReviews
0
22,500
45,000
67,500
90,000
Lifestyle Entertainment Shopping Food & Drink Productivity

52. Ankit Jain, VP Special Projects
Asia / Developing Nations BENCHMARKS

53. Ankit Jain, VP Special Projects
USER JOURNEY
1 Acquisition
2 Personalization
3 Feedback
4 Retention

54. Ankit Jain, VP Special Projects
Retention
Key Metrics

55. Ankit Jain, VP Special Projects
Mobile App Usage BENCHMARKS
A user uses
an average of
13 apps
on their phone
each day
A user spends
an average of
4 hours
on their phone
each day
Based on analysis of usage data of millions of Android users worldwide
in June 2015. We computed the average app usage statistics per user
and extrapolated the results to 1B users around the world.
Source:

56. Ankit Jain, VP Special Projects
Time Spent Daily in App BENCHMARKS
11%
1%1%2%
4%
5%
6%
8%
20%
42%
Communication
Social
Games
Media & Video
Tools
Photography
Music & Audio
News & Magazines
Entertainment
Other
1%
1%
2%
Average Percentage of Time Spent Daily
in App Categories Worldwide
Based on analysis of usage data of millions of Android users worldwide
in June 2015. We computed the average app usage statistics per user
and extrapolated the results to 1B users around the world.
Source:

57. Ankit Jain, VP Special Projects
Mobile App vs Web BENCHMARKS

58. Ankit Jain, VP Special Projects
Mobile App Vs Web BENCHMARKS

59. Ankit Jain, VP Special Projects
Session Lengths BENCHMARKS
Source: SimilarWeb
Average Daily App Usage per Category
AverageDailyAppUsage(minutes)
0
5
10
15
20
25
Games
Tools
Social
Communication
Lifestyle
Dating
VideoPlayers
Comics
Productivity
Books&Reference
MediaandVideo
Finance
Music&Audio
Education
News&Magazines
Entertainment
Business
Health&Fitness
Maps&Navigation
Auto&Vehicles
Sports
Photography
Art&Design
Parenting
Shopping
Travel&Local
Medical
Transportation
Events
Libraries&Demo
Food&Drink
House&Home
Weather
Beauty
Average Daily App Usage per Category
AverageDailyAppUsage(minutes)
0
5
10
15
20
25
Games
Tools
Social
Communication
Lifestyle
Dating
VideoPlayers
Comics
Productivity
Books&Reference
MediaandVideo
Finance
Music&Audio
Education
News&Magazines
Entertainment
Business
Health&Fitness
Maps&Navigation
Auto&Vehicles
Sports
Photography
Art&Design
Parenting
Shopping
Travel&Local
Medical
Transportation
Events
Libraries&Demo
Food&Drink
House&Home
Weather
Beauty
US

60. Ankit Jain, VP Special Projects
Number of Sessions BENCHMARKS
Source: SimilarWeb
Average Number of Sessions per Day per Category
AverageNumberofSessions
0
2
4
6
8
10
Tools
Communication
Lifestyle
Social
Productivity
Finance
Music&Audio
Business
Health&Fitness
Dating
Media&Video
Photography
News&Magazines
VideoPlayers
Auto&Vehicles
Sports
Games
Entertainment
Weather
Education
Maps&Navigation
Parenting
Books&Reference
Libraries&Demo
Travel&Local
Transportation
Medical
Comics
Shopping
Art&Design
Events
Beauty
Food&Drink
House&Home
Average Number of Sessions per Day per Category
AverageNumberofSessions
0
2
4
6
8
10
Tools
Communication
Lifestyle
Social
Productivity
Finance
Music&Audio
Business
Health&Fitness
Dating
Media&Video
Photography
News&Magazines
VideoPlayers
Auto&Vehicles
Sports
Games
Entertainment
Weather
Education
Maps&Navigation
Parenting
Books&Reference
Libraries&Demo
Travel&Local
Transportation
Medical
Comics
Shopping
Art&Design
Events
Beauty
Food&Drink
House&Home
US

61. Ankit Jain, VP Special Projects
Uninstalls BENCHMARKS
Source: SimilarWeb
Average app retains 23% of DAU
in first 3 days after installation
DAYS
0 - 3
This is where the majority of users
will decide to stop using an app
DAYS
3 - 7

62. Ankit Jain, VP Special Projects
Uninstalls BENCHMARKS
Source: SimilarWeb
After 3 months, usage retention
plummets to 9%, on average
DAYS
8 - 90
Uninstall age for an average app
is 8 months
MONTHS
8

63. Ankit Jain, VP Special Projects
Asia / Developing Nations BENCHMARKS

64. Ankit Jain, VP Special Projects
Uninstalls BENCHMARKS
Usage Retention by App Category
PercentageofActiveUsers
0%
25%
50%
75%
100%
Days
1 30 59 88 90
News & Magazines
Communication
Social
Productivity
Music & Audio
Media & Video
Health & Fitness
Photography
Source: SimilarWeb

65. Ankit Jain, VP Special Projects
Mobile Analytics in Context
• Understand your users and their context
• Understand your analytics as part of a bigger picture
• Reiterate your brand values every step of the way

66. Ankit Jain, VP Special Projects
Special Thanks

67. Ankit Jain, VP Special Projects
Thank You
Ankit Jain - VP, Special Projects
ankit@similarweb.com
@jain_ankit
Slides at https://bit.ly/fsetalk