Localytics Debuts the App Stickiness Index - Beckley, Bluefield & Lewisburg News, Weather, Sports

Localytics Debuts the App Stickiness Index

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SOURCE Localytics

New Index Measures User Engagement and Loyalty Across 25,000 Apps

BOSTON, May 6, 2014 /PRNewswire/ -- Localytics (http://www.localytics.com), the leading marketing and analytics platform for mobile and web apps, today unveiled the App Stickiness Index, a new way for brands and developers to benchmark their app's engagement and loyalty values against industry aggregates. Localytics defines a "sticky" app as one whose function, content, design, and marketing drive repeat usage, which is critical to achieving conversion and monetization goals.

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To create the Index, Localytics analyzed two important factors for a successful "sticky" app: power users, those who launch an app over 10 times a month, and loyal users, those who return to an app within three months of their first session. The inaugural Localytics App Stickiness Index, providing analysis of 25,000 apps from December 2011 through Q1 2014, can be found at www.localytics.com/indexes.

Key findings for Q1 include:

  • Loyal user values dropped sharply in January 2014 to 16 percent, reflecting the traditionally low marketing spend in the new year combined with reduced content consumption post-holiday season when people resumed work.
  • By the end of the quarter, the Index reported an aggregate of 25 percent of power users, 19 percent of loyal users and an overall app stickiness value of 22 percent.
  • The games category led with 23 percent app stickiness, while media and entertainment, travel and lifestyle and technology apps all came in around 20 percent. E-commerce and retail apps lagged at 14 percent.

"App engagement is the new mobile battlefield," said Raj Aggarwal, CEO of Localytics. "Like never before, brands and app developers are fighting to keep users returning and engaged with their apps. The new Localytics App Stickiness Index reveals the short and long-term trends that impact app engagement. Using this data, app owners can identify the best opportunities to engage existing users or re-engage latent users with creative, personalized content and marketing campaigns."

Localytics' analysis has found that 22 percent of people only ever open an app once and http://www.localytics.com/blog/2014/the-app-churn-risk-window/ that there is a 60 percent chance that users who don't return to an app in seven days will churn.

"Whether your goal is to drive multiple app launches in a short time frame or retain more users over a long period of time, understanding your app's stickiness is core to your growth," Aggarwal said. "The most successful sticky apps are those that apply rigorous, data-driven approaches to app engagement and app marketing."

For deeper analysis and charts of the Localytics App Stickiness Index, please visit www.localytics.com/indexes.

About Localytics
Localytics provides the leading and most powerful analytics and marketing platform for mobile and web apps. It is used in more than 25,000 apps on more than 1.5 billion devices, helping companies such as ESPN, eBay, Fox, and the New York Times drive user engagement, loyalty, and customer lifetime value. The platform allows organizations to gain deep, actionable insights into app user behaviors, and to create automated marketing programs that drive efficient user acquisition, targeted push and in-app messaging, and a personalized in-app experience. Localytics is headquartered in Boston, MA with offices in San Francisco and London. Investors include Foundation Partners and Polaris Partners. Learn more at www.localytics.com.

Steve Vittorioso, 781-966-4100, localytics@inkhouse.com

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