Mobile Mk t Reports

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  • VB INSIGHTS MOBILE MARKETING BUNDLE:

    AN INSIDERS LOOK INTO MOBILE GAMING SUCCESSHIGHLIGHTS OF 3 MOBILE MARKETING REPORTS

    PUBLISHED FEBRUARY 16, 2015

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    CONTENTS PAGEMOBILE APP ANALYTICS: WHAT WINNING MOBILE DEVELOPERS USEExecutive SummaryWhat Weve Learned What Youll Get In This Report

    IntroductionGoogle Analytics: Android Monopoly? Flurry: Ios Dominance But ... 2 Out Of 3 Mobile Developers Use More Than One Analytics Tool

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    MOBILE GAMES MONETIZATION: WHAT SUCCESSFUL GAME DEVELOPERS DO DIFFERENTLYExecutive Summary

    IntroductionMost Effective Monetization Strategies And Companies Least Effective Monetization Strategies

    MOBILE USER ACQUISITION: HOW THE MOST SUCCESSFUL DEVELOPERS GET BETTER USERS FOR LESS MONEYExecutive Summary

    Introduction

    What Successful Developers Do DifferentlyDont Buy Cheap Users The Expensive Way The 5 Hidden Horsemen Of User Acquisition

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  • WANT TO LEARN MORE? DOWNLOAD THE FULL REPORTS BELOW:MOBILE APP ANALYTICS | MOBILE GAMES MONETIZATION | MOBILE USER ACQUISITION

    MOBILE APP ANALYTICS: WHAT WINNING MOBILE DEVELOPERS USE

    Building a great app is step one. Acquiring users is step two. Engaging and monetizing users is step three.

    But how can you engage and monetize when you dont know whats going on?

    App analytics solutions are the answer. Or, more accurately, the hundreds of answers ... since there are many, many options for mobile developers to consider. But which ones are going to deliver the kind of value that will allow you to properly engage the users you acquire, understand what theyre doing, provide the value theyre seeking, and enable you to monetize your app?

    EXECUTIVE SUMMARY

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    250 million users To answer this question, we asked 230 app developers with 250 million currently activeusers how they track app data, what works best for them, and what doesnt work.

    1.8 million apps We also partnered with MixRank to get access to SDK, ratings, and download data for over 1.8 million apps on Google Play and the iOS App Store.

    WHAT WEVE LEARNED

    Google Analytics is essentially a monopoly on Google Play ... but its the primaryanalytics solution for only 30% of developers

    Flurry owns iOS ... but has its own challenges

    Most developers use more than one analytics solution ... and the more successful they are, the more try that is

    Some solutions are studs on one platform, and duds on another

    Twitter is deep; Facebook is broad

    At a certain scale, some developers prefer to roll their own

    Some of the very best solutions are provided by the smallest competitors

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    1. The top 15 analytics solutions ranked and rated on each platform

    market share

    ratings of apps using each solution

    big app market share

    a combination score that takes into account both user ratings and install/uninstall ratio

    2. Even more detail on the top 5 beside Google and Flurry on both iOS and Android: what we call the mighty mites

    3. The app analytics package that has .2% market share on Android, but is used by 7 of the top 20 grossing apps on Google Play and 8 of the top 20 grossing apps on iOS

    4. The best analytics solutions when you take out market share and only focus on ratings and install/uninstall ratios

    5. Analytics engines used by the top 20 apps on each platform

    WHAT YOULL GET IN THIS REPORT

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    6. Developer insights

    Most overlooked app analytics methods

    What developers want most from analytics

    The most important features of app analytics solutions

    Why some analytics solutions are churning and losing developer share

    Developers and data: yes, they care about privacy

    Speed matters ... and developers switch solutions for more of it!

    7. KPIs that matter, and KPIs that dont

    8. More importantly, which KPIs matter most to the most successful developers

    9. Most important features in analytics solutions

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    INTRODUCTION

    The mobile app ecosystem is the fastest-paced, most competitive marketplace in history. Millions of apps are competing for hundreds of millions of users, mostly monetizing via freemium offerings and advertising. The market shifts weekly, if not daily, and smart developers making the most money are both constantly updating their apps and constantly learning from their users to build engagement, increase retention, and kickstart monetization.

    One of the key tools in a publishers arsenal?

    A top-notch app analytics engine, which helps you know how many active users you have, what theyre doing, how long theyre spending with your app, what your retention rate is, and many other key pieces of data you need to manage your mobile business... including lifetime value of a user, and perhaps, even the reason why your users left.

    The problem is that there are literally scores of analytics solutions. This report will help you pick the right analytics solution for your apps... which in turn will help you increase engagement, increase retention, and increase monetization.

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    GOOGLE ANALYTICS: ANDROID MONOPOLY?

    Googles Mobile App Analytics is not just dominant in Google Play, its Godzilla to almost all the other Android analytics solutions. Out of our sample size of 1.6 million apps on Google Play that use app analytics,1.5 million use Google Analytics.

    ANALYTICS MARKET SHARE ANDROID

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    While on iOS there are four companies with double-digit market share and Apple didnt have the foresight (or the technology) to ensure that it was one of them only two solutions other than Googles have even single-digit share on Google Play.

    There are reasons for that, as competitor Peter Hamilton, CEO of Tune (used to be HasOffers) told VB Insight.

    Google Analytics IS damn good, he said in response to my question. In addition, he said that GA is a free and easy solution to get started quickly and it is obviously very in sync with both Android app development and Adwords.

    That share isnt an accident. Google does some really basic things extremely well. When we asked developers who use Google Analytics and they arent very hard to find they rated it significantly higher than other players in terms of pure analytics power.

    In fact, 65% of them said Google is either Very Good or Excellent at pure mobile analytics, while also rating it significantly lower at building user engagement, helping publishers monetize, enabling marketing integrations for user acquisition, and helping developers improve user experience

    That faith in Googles analytical ability ties in very nicely with the quantitative data that we studied, which shows that Googles install-versus-uninstall ratio is massive, especially on Android. For every 19.37 installs on

    google does some really basic things extremely well

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    Android, developers have uninstalled Googles mobile app analytics SDK just once.

    Thats extremely impressive, and it conveys just how much value Google offers mobile developers

    Its important to note, however, that being the default choice does not necessarily make Googles Mobile App Analytics the preferred choice. And being damn good doesnt mean it is best. As youll see below, Google Analytics only hits #6 when we ranked solutions by a key user engagement and satisfaction metric: overall ratings of app that use it.

    Thats on Googles home turf, Android, and in its own app store, Google Play. And its consistent with the qualitative reports of developers who are actually using the SDK.

    In addition, apps on iOS that haveGoogles analytics SDK only rate .5% higher than the average app ... causing Googles app analytics tool to fall to the #12 spot for that metric.

    As well see, many smaller tools have much higher ratings, particularly for critical capabilities related to monetization, app marketing, user acquisition, and user engagement.

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    iOS is a much more level playing field for app analytics companies than Google Play, so Flurrys domination of iOS analytics isnt nearly as hard core as Googles of Android. Still, Flurry has the most market share on iOS, even if it falls shy of an absolute majority.

    FLURRY: IOS DOMINANCE

    ANALYTICS MARKET SHARE IOS

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    Dominant market share hasnt helped Flurry to get the best possible ratings for apps that use it, however. When ranked by analytics solutions whose client apps rate the highest, Flurry is only at #9 on iOS... although it hits #3 on Google Play.

    And that hasnt helped it retain developer share on Android. Ranked by install vs uninstall ratio, Flurry is #11 on Google Play with a 2.91 score. That compares to leaders on Google Play such as Crashlytics with a 5.54 -- or the runaway leader (and massive outlier) Google Analytics, with a 19.37.

    On iOS however, Flurrys home turf, the tool does much better, with a class-leading install/uninstall ratio of 11.9. Essentially, Flurry is the default choice on iOS just as Google Analytics is the default choice on Android, although to a somewhat lesser degree.

    BUT ... 2 OUT OF 3 MOBILE DEVELOPERS USE MORE THAN ONE ANALYTICS TOOL

    Dominant market share or even monopoly-level market share, however, can be misleading. While 35.6% of publishers use just one analytics tool in their apps, almost two-thirds use two or more.

    In other words, this is not a zero-sum game where when one vendor wins, everyone else loses:

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    MOST DEVELOPERS USE >1 ANALYTICS TOOL

    While there are outliers whose sanity is questionable in each of the 6-10, 11-15, and 15+ buckets, significant numbers of developers use 3-5 analytics solutions to understand what is happening with their apps: 26.2 percent.And more than a third use two, with the average number of SDKs at 2.2.

    A typical scenario on Android is using Google Analytics plus another solution, with Flurry partially taking Googles place on iOS.

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    For example, while Supercells Clash of Clans uses Googles mobile analytics, the company also plugs in MobileAppTracking from Tune (used to be HasOffers) to get a more complete picture of whats happening in the app. Similarly, on iOS, Supercell pairs Flurry with Tune.

    This suggests that many and in fact most developers are not finding all of their needs met in a single solution. It also suggests that there is room for more than just the market leaders.

    And, finally, its a good reason for you to not stop your app analytics search at Google, or at Flurry. The best developers with the most popular apps go farther.

    WANT TO LEARN MORE? DOWNLOAD THE FULL REPORT AT 50% OFF HERE.

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    MOBILE GAMES MONETIZATION: WHAT SUCCESSFUL GAME DEVELOPERS DO DIFFERENTLY

    EXECUTIVE SUMMARY

    Successful game developers do different things.

    They use different monetization companies, they use different monetization strategies, and they use more monetization strategies.

    A few small examples?

    The more successful a game developer is, the less likely he or she is to use Googles services. And, more than 50 percent of the most successful game developers we talk...