App Metrics, Not Web Metrics
Raj Aggarwal, CEO of mobile app analytics firm Localytics, wrapped up OMMA Metrics with insights into mobile app trends and metrics. Android and iOS have outstripped other app platforms in growth, with the latter still the dominant player. Android tablets are converging around 7-inch screen size regardless of manufacturer -- a positive situation for developers.
Aggarwal says Android fragmentation is overstated -- if developers focus on most pervasive Android devices, their apps will reach the vast majority of users. When it comes to HTML5, he says pure HTML5 apps are still far off, although hybrid apps are growing. Companies need to use app-like tools to build apps with the Web-based format.
App engagement varies by category -- new titles have the longest sessions, while games have shorter bursts of use between different activities. Looking at app measurement, Aggarwal points out that apps can’t be reduced to a series of page views, like a Web site. They have unique IDs instead of cookies -- they change over time and can be more difficult to track. Web methods cannot be applied to app measurement.