Flurry最新报告:“新闻传播类应用忠诚度高,个性化应用客户易流失”,决定不同商业模式

著名的移动分析公司Flurry今天更新了他们《移动app:钱,模式和忠诚度》报告。这份报告在3年前推出以来,一直专注于iPhone、iPad上70万个应用的运营。

和之前的报告一样,Flurry根据用户的使用频率以及用户在一段时间后的应用保留率,在图中对不同类型应用进行标示。图表中,横轴表示90天后应用的保留率,数轴表示用户每周的使用频率。

其中涉及的样本中应用在每周被使用的次数为17亿次。Flurry能拥有大数量级别的应用数据是因为目前已有超过8万家公司针对23万个已发布应用,使用Flurry Analytics。应用类型大致根据苹果App Store的标准进行划分,并针对一些分类进行子分类划分,如“社交游戏”和“单人游戏”在这里是分开的两个游戏子分类。

这项结果可被分成四个象限:

象限I:应用被经常使用同时用户也随着时间推移保留着高的忠诚度。新闻和传播类app属于这一范畴,而根据Flurry,它们有稳定的增长的受众,而最好的定位就是生成广告收入或做订阅。消费者认为这些应用是具有持久价值的。

象限II:应用被经常使用,但一段时间后就被丢弃。它们传递的是突发价值,应用类别包括流媒体音乐,约会及社交游戏应用。比如就约会应用而言,一旦人们通过约会应用确立恋人关系,约会应用就不会再被用户需要了。

象限III:应用不常被使用同时还容易流失。个性化应用属于这一范畴(比如要换个背景或主页面墙纸的时候使用一个个性化应用,用完就删)。一旦安装完成,它们就很少会被使用。所以在Flurry看来,这类应用应该有一个定价模型在用户访问内容之前收取一定费用。

象限IV:应用不常被使用,但一旦使用就能给予高的价值。这些app可能会无限期地留在用户的手机内。比如航空、酒店预订及租车服务app不会持续地被使用,但当用户在旅行过程中它们的价值就会上升。

而这些象限中还有一些其他的app类别,而效率和商业类别的应用则在象限III和象限IV间的边界上。

通过看应用所在的象限,开发者可以在决定自己的商业模式上有所帮助。Flurry的建议是:象限I 和象限IV适合订阅和广告支持模式,而象限II和象限III则更适用于一次性的下载费用。同时,象限II和象限IV(左上及右下部分)适合做应用内购买模型。在象限II中,开发者可以为用户提供额外的内容和功能。而对于象限IV的应用来说,可以通过用户再次访问时呈现新的内容或功能让用户回心转意。

09年的报告对比,Flurry的新数据表明,应用90天后的保留率整体从之前的25%上升到了35%,而用户的使用频率则从6.7狂跌到3.7。Flurry认为保留率更高可能与app质量上升有关,而使用频率的下降则因为目前有大量可供选择的应用,导致用户把时间分散在越来越多的应用上。09年的报告只有19个类别,而现在,有超过30个类别进行比较,下面是具体每个类别在用户保留率和使用频率上的数据:

Via TC/36氪

App Engagement: The Matrix Reloaded

Regardless of a company’s earlier success, thriving in the new mobile app economy depends on engagement and retention. After acquiring users, the real battle to keep and ultimately monetize consumers begins.  In the brave new world of “mobile first,” engagement is the new battleground.

This research is a redux to one of Flurry’s most popular reports, entitled Mobile Apps: Money, Models and Loyalty. Released three years ago, the initial report organized app category usage into a loyalty matrix. We do the same again now, while also acknowledging that a lot has changed in the app economy since then. To start, there is an order of magnitude more available apps in the App Store, now brimming with over 700,000 app choices for consumers. We are three generations beyond the then-new iPhone 3GS. We have since met the iPad, and perhaps tomorrow will meet the iPad Mini.

Combined, smart devices – iOS and Android smartphones and tablets – are the fastest adopted technology in history; adopted faster than electricity, televisions, microwaves, personal computers, cell phones, the Internet, dishwashers, stoves, and a whole lot more. Last month, Mark Zuckerberg, CEO of Facebook – the number two most visited website on the web – declared “we are now a mobile company” explaining that “you just could do so much better by doing native [application] work” versus using languages like HTML5 on top of browsers.  Each month, approximately 600 million of Facebook’s 1 billion monthly active users already accesses Facebook via mobile.

Know Thyself

Each app category has different user engagement and loyalty characteristics. Understanding a given app audience based on the category to which it belongs can inform a company’s app acquisition, retention and monetization strategies. For this analysis, we use a sample of apps used more than 1.7 billion times each week. In total, more than 80,000 companies use Flurry Analytics across more than 230,000 apps to understand consumer behavior and improve their apps.

QuadrantChart EngagementRetentionStats ByCategory resized 600

The above matrix plots application categories by how often they’re used compared to how long consumers continue to use them over time.  Specifically, we plot the 90-day retention rate of app categories on the x-axis against the frequency of use per week on the y-axis. We lay the “scatterplot” out in a Cartesian coordinate system with four quadrants. For our categories, we started by taking the application categories defined by Apple in the App Store. In cases where a cluster of applications within a parent category showed meaningful usage differences, we created a sub-category. For example, Flurry divides games into Social Games and Single Player Games given how differently consumers use these sub-categories.

Quadrant I includes apps that are used intensively and to which consumers are loyal over time. News and Communication apps are the two categories that appear in this category. On average, because these apps tend to have stable, growing audiences, they are best positioned to generate advertising revenue or charge a subscription. Consumers perceive these apps to deliver enduring value over time.

Quadrant II is comprised of apps that are used intensively, but for finite periods of time. They are perceived by consumers to deliver value in bursts. Streaming MusicDating and Social Games best typify this quadrant. Consider for a moment why Dating is a category that appears in this quadrant. For most people, we can assume that finding a long-term “significant other” is the ultimate goal of dating. As a result, the app maker should expect customer churn. While usage may be high during the time when a consumer looks for a suitable partner, once that person is found, usage stops. An implication could be that to maintain a growing audience, apps in this category require heavy, constant acquisition to find consumers who are “in the market” for dating. Ironically, the better the app is at match making, the more churn it should expect.

Quadrant III contains apps that are used infrequently and have high churn. They contain the most “one-and-dones.” Personalization is an example that makes sense for this quadrant, since a consumer uses this app to change her screen saver or select a theme for her operating system. Once this set-up is complete, it’s unlikely that the user will need to re-use this application. Since the app’s value is diminished almost immediately, applications with this kind of usage pattern are best served with premium pricing models; that is, charging the consumer before providing access to the content.

Quadrant IV is made up of apps that are used infrequently but deliver very high value when used. Even though they’re used only occasionally, these apps can remain on a consumer’s handset almost indefinitely. For example, consider how useful an airline, hotel or rental car-booking app is to a business traveler. While the app remains unused between business trips, its value spikes as soon as the next business trip needs to be scheduled.

Which Pill to Take

The quadrant an app falls into can help the content creator decide what business model is best. On average, Quadrants I and IV (the right-hand side) are better suited to subscription and advertising-supported models. The main reason is that these apps have perceived enduring value by consumers over a long period of time, and therefore more successfully retain their user bases. For ad-supported apps, high repeat usage translates into more ad impressions served. Categories on the left-hand side, Quadrants II and III, are better suited for one-time download fees. Additionally, quadrants II and IV (top left and bottom right) are likely best for in-app purchase models. For Quadrant II, the intense usage means that consumers find very high value during a short window. This creates the opportunity to offer new content or functionality during “binge” usage. Adroit social game makers are masters at driving in-app purchases during a consumer’s greatest moment of engagement. For Quadrant IV, because the user will return again and again, there also exists the possibility to find new ways of increasing value, which includes offering add-on functionality or content for a fee.

For more data, the table below provides 30, 60 and 90-day retention rates as well as weekly frequency of use numbers.  Note that some of the categories included in the table below are not included in the matrix chart above.

Table EngagementRetentionStats ByCategory resized 600

Compared to Flurry’s 2009 analysis, 90-day retention rates have increased from 25% to 35%. Additionally, frequency of use has decreased from 6.7 in 2009 to an average of 3.7 now. We attribute increased retention rates to increased quality in the market, driven by more competition. With tens of thousands of more companies building apps and hundreds of thousands of more available apps, the quality of apps has risen dramatically. Simply put, app makers are getting better at holding a consumer’s attention longer. Additionally, we believe usage rates are lower because consumers have more choice than ever and are splitting their time across more applications. While Flurry included 19 categories in its 2009 report, we now include 30 distinct categories as the industry has matured and more distinct verticals have appeared.

Brave New World

With more than a billion smartphones and tablets now in use, as well as the eventual move of apps into the living room through connected TV efforts by the likes of Apple and Google, digital distribution is changing the way the world does business. No matter what category your app belongs, understanding and improving user engagement is the new currency of doing business in the new digital world.

by Peter Farago

Via Flurry