‘3 Mobile Analytics Platforms for Measuring User Engagement’ – Entrepreneur
Himanshu Sareen says, “The cable television industry is in real trouble. Flurry Analytics and the U.S. Department of Labor Statistics found that in 2015, the average U.S. consumer spent 168 minutes each day watching television and 198 minutes per day engaged in mobile apps. And in 2014, a comScore whitepaper reported that total mobile usage officially outweighed desktop computer usage, 60 percent to 40 percent respectively.
So while it’s undisputed that mobile apps are big, they can only remain heavy-hitters as long as they remain relevant, and the best way to know that is through proper measurement and analytics. In other words, you don’t know if you have a successful app if you’re not measuring how users engage with it.
A 2014 Aberdeen Group study found companies using mobile analytics reported an 11.6 percent increase in brand awareness, and an 11.2 percent increase in return on marketing investment (ROMI). Conversely, those companies lacking a mobile-specific analytics strategy reported a 12.9 percent decrease in brand awareness”.
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