According to the statistics, there will be approximately 268 billion total mobile app downloads by 2017. This makes the size of mobile app market $77 billion worth in total. These numbers sound impressive, however, just relying on number of downloads will not get you anywhere.
One of the most difficult challenges for Android app developers and marketers is to turn app downloaders into frequent app users. They will need time and particular hooks to increase app engagement. Imagine if you have a million downloads, but only ten people are actually using your app. It doesn’t make sense, right? You will get very few engagement and data to work on to improve your app.
Meanwhile, people are spending more time on their smartphones, which makes mobile app to continue to dominate their time. Companies should not focus on developing an app with a set-it-and-forget-it mindset. They will need a dedicated team to continue to develop their mobile app.
So it’s clear that mobile app engagement is very important. Then how should an Android app developer increase app engagement and measure it? First of all, before you start analyzing your user’s behavior, make sure that you actually know how to measure engagement. It would be a waste if you keep on creating strategies to drive the users to use the app more, but you actually do not understand what the important KPIs are, or how to measure them.
There are 5 metrics to keep an eye on to measure a mobile app engagement:
DAUs/MAUs. Daily Active User (DAU) or Monthly Active User (MAU) is the first key to user engagement. This KPI is essential to understanding how many of your app users access your app everyday. Every Android app has a different understanding on users being active—it could be the number of log ins, article read, comments made, or any activity that indicates the user is being active in your Android app. You can then compare the DAU to MAU to reveal the information on how engaged your users are on a daily, weekly, or monthly basis.
Average visits per month. This is a general indicator that tells you how often does each user access the app per month. You may know how many users are engaging with your app everyday, but this information will tell you their average monthly behavior. By knowing this data, you will have a better understanding on how much each user engages with your mobile offering. You can also create a marketing plan to increase the number of visits.
Time spent in the mobile app. This essential KPI will tell you how many minutes do your users actually use your app. There are plenty of mobile apps that experience a high bounce rate as users open them and exit fairly quickly. By understanding this critical indicator, you can assess what makes them use your Android app longer, and what makes them leave.
Number of screen views. It is given that you wouldn’t want your users to only be in one screen of your app—unless that is the single screen it has. If your Android app has multiple screens, the metric will let you know how many of your screens the users actually interact with.
Retention. Last but definitely not least, it is important to keep your users to come back after using your app. Retention is important because it creates dependency between your users and your app. According to the statistic in the United States, user abandonment rates hover around 19%, while just 42% of users engage with apps. You should create a strategy that will bring your users back after their initial use.