Introducing mobile app insights

Introducing mobile app insights

AudienceView Release Notes. Version 1.12 — August 2017 (UK)

We’re excited to release AudienceView 1.12, which introduces our first phase of mobile app reports. This functionality allows you to quickly query a mobile application on the home page profiler to get performance and competitive benchmarking insights.

As always, please clear your browser’s cache to ensure the latest version of the application is loaded.
For more information on AudienceView or to schedule a demonstration, please contact your Hitwise Account Manager or email us at contact-uk@hitwise.com.

Mobile App Insights - AudienceView

Overview

The first phase of mobile app reporting allows you to track the performance of your mobile app efforts and to benchmark metrics, such as weekly install numbers and user ratings, for more informed mobile marketing efforts. Future releases will include more advanced capabilities such as segment creation, in-app activity, and how the audience uses the app.

We will continue to update you with release notes as additional phases of mobile app reporting become available.

Methodology:

The tracking of installs is done on a weekly basis and simultaneously on both the Play Store and App Store. All categories of both stores are represented and millions of apps are captured. Our data source takes accumulated installs numbers and models out the weekly increments. For ratings (available only on the Play Store), the published numbers are accumulated over time and are global ratings.

How to Profile a Mobile App

To view the new mobile app reports, enter the name of the desired mobile app on the homepage. Where applicable, you can choose this app via App Store (iOS) or Play Store (Android), and the app category.

Mobile App Insights - AudienceView

Once you select your mobile app, you will see two tabs including APP PERFORMANCE and COMPETITIVE BENCHMARKING.

App Performance

The first tab of the mobile app report allows you to review key performance indicators to understand consumer install trends over the most recent four weeks. The top of the report includes app rank within the selected category and category share by device.

Mobile App Insights - AudienceView - Instagram

Rank of Installs

Rank: Rank of a mobile app within its category is based on total app installs for the reporting period. Apps with the same number of installs obtain the same rank. The proceeding app rank is = previous rank + number of apps with that rank.

Mobile App Insights - AudienceView - category

Up/Down indicator: Shows change in rank compared to the previous four weeks. This indicates whether an app rank has increased (^), decreased (v), or remained unchanged () for the current four-week reporting period compared to the previous four-week period.

Share of Installs

Share of Category: Percentage share of app installs for the queried app within its category and platform. The share calculation is (installs of queried app within category and platform / sum of installs of all apps within same category and platform) x 100.

All Installs: Percentage share of app installs for the queried app within all installs on the selected platform. The share calculation of an app’s installs within all installs on the platform is (app installs of queried app / sum of app installs of all apps within all categories of selected platform) x 100.

Benchmarking Trend Report

The benchmarking trend report charts key performance indicators including total weekly installs (number, share and ranking), number of ratings and average rating score (ratings only available in Play Store). As you click on each metric within the benchmarking trend report, the trend chart updates with the selected metric for each of the past four weeks.

Mobile App Insights - AudienceView - benchmarking

Total Installs: The total number of app installs for the reporting period within the given platform.

Share of Installs in Category: The share of app installs within its category and platform.

Ranking by Installs: Rank of an app within its platform and category based on total app installs for a given (four-week) period. Apps with the same numbers of installs obtain the same rank.

Number of Ratings: The number of all-time user ratings for an app. Note: Number of ratings is only available in Play Store.

Average Rating Score: The all-time ‘star’ average of user ratings up to the end of the reporting period for an app. The calculation is (Sum of rating stars / number of ratings). Note: Average rating score is only available in Play Store.

The App performance tab allows you to answer questions such as:

– What is the current install rank of my app in its category and has its ranked changed in the last four weeks?
– Among all Social Media apps on the Play Store, what share of installs does Instagram on Android achieve?
– Among all apps on the Play Store, what share of installs does Instagram on Android achieve?
– What are the week-by-week performance trends over the most recent period for installs and ratings for this app?

 

Competitive Benchmarking

Competitive Benchmarking allows you to better understand competitive threats with insights on apps with the most significant install growth and decline in your app’s category as well as the ability to trend KPIs against competitive apps.

Largest Install Rate Increases and Decreases

Mobile App Insights - AudienceView - install rates

The top five install rate increases and decreases shows which mobile apps had the largest relative increase or decrease compared to the previous four-week period.

Benchmarking Trend Report

In addition to largest increases and decreases, you can also chart the top benchmarking KPIs for your competitors. The chart will automatically select the top 9 competitors closest in rank within the selected category, but can be selected/de-selected via the Competitive App list.

Mobile App Insights - AudienceView - Benchmarking Trend Report

Each of the chart KPIs includes total installs, share, and rank of installs in category, number of ratings (Play Store only), average rating score (Play Store only), and weekly relative change. The weekly relative change shows the average percentage change (based on total installs) week by week for each of the mobile apps. You can hover over the chart to view the individual week metric for the selected mobile app.

Mobile App Insights - AudienceView - Comparison

The Competitive Benchmarking tab allows you to answer questions such as:

– What apps are new threats in this category?
– Which apps in my category are gaining and losing the most momentum in installations?
– How is my app performing week-by-week on installs or user ratings versus my closest competitors in this category?
– How is my app performing week-by-week against the top apps in this category?

For more information on AudienceView or to schedule a demonstration, please contact your Hitwise Account Manager or email us at contact-uk@hitwise.com.