The Death of the Monthly Active User Redefining User Metrics For The App Era
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20,000-Foot View: The Monthly Active User (MAU) metric is the default measure of digital services but its usefulness is lessening. While it offered desktop-era services a better alternative to page views, its use for mobile apps is increasingly anachronistic. With the advent of smartphones, users are absorbing app-based services far more intimately into their lives, consequently leading to frequency of activity going far beyond monthly usage. To focus on whether someone briefly looks at a website or app in an environment in which weekly and daily user engagement is ever more pervasive quite simply misses the point. Digitally native companies such as those from the mobile gaming industry have already long moved beyond the limitations of the MAU, now it is the turn of the rest of the pack to follow. Key Findings:
- MAUs are measured differently by individual companies, the metric easily distorted by looking to boost their image investors
- The average only retains of its customers one month
- Mobile user online is more task driven absorbs particular services far more compared to desktop behaviour
- Mobile gaming setting the bar for next user metrics including indicators such ARPDAU (Average Revenue Per Daily User) of smartphone users are now using up to apps per day
- The potential bots and messaging apps to the app economy means in-app analytics become crucial to modern
Companies Mentioned In This Report: Amazon, Apple, BuzzFeed, Facebook, Instagram, King, Mashable, Netflix, Path, QQ Music, Snapchat, Spotify, SoundCloud, Supercell, Twitter, Vine, WhatsApp, YouTube, Zynga