Research has shown that there are over 50 million mobile apps that are downloaded daily; however, 95 percent of them are abandoned within one month. A good Android app developer would want to retain user engagement; therefore they need to have a deep understanding upon their app’s mobile usage as well as their competitors’.
One of the most effective ways to get a deep understanding is by analyzing the Daily Active User (DAU) and Monthly Active User (MAU) of the Android app.
What’s the Difference?. No matter how many times a user access the app throughout the day, each user is only counted once daily. DAU refers to the “unique” number of daily active users for a particular app. So even though the same user accessed the app twice or more, it is only counted as one DAU. Meanwhile, MAU refers to the number of unique users over the course of a one-month period.
By having the data on DAU and MAU, Android developers would have significant information on how active and engaged their users are. The metrics not only help determine the performance of new features and advertising campaigns, but it also shows how in-app offers impact the Android app usage rates.
It is also essential to track your competitor’s DAU and MAU, which will help provide additional data on what drives user engagement within your app market. By having those data, it will also help an Android app developer to create a strategic marketing plan to combat any comparative advantages they might have.
One can also monitor the behavioral trends to extract value from DAU and MAU. The usage varies by day of the week, for example, Fox News averages 30% DAU, but the highest usage occurs during the week, and then drops off over the weekend. The same weekday/weekend usage trend holds true for Gmail as well. By understanding these trends, Android app developers can optimize their app even more.
Mobile App Usage Insight. There are marketing insights that one can reap from DAU and MAU, one of them being the “stickiness” or popularity of one’s Android app. Marketers should carefully examine its DAU/MAU ratio. If the month one is measuring has 30 days, a ratio of 20 percent would indicate that the average user uses the Android app just over 6 out of 30 days of that month.
Several factors that might influence the mobile app usage patterns include new features, location-based promotion, monetization offers, performance, or adoption by peers. Comparing changes within these metrics against DAU/MAU will help Android developers isolate which factor is most influential in their specific market.
The trick is to repeatedly refer back to DAU/MAU data points in order to construct a robust, market-wide view of user engagement, as well as understanding each app’s stickiness in the landscape.
Within the general industry, the common DAU/MAU ratio is 20% or more. Where within the games industry, it lays over 20-30%, and within social/messenger apps it is 50%. These data constitutes a fundamental component of any market and competitive analysis program. Establishing baseline metric will help Android developers to meaningfully compare their app’s performance against their competitors.