7 thousand teenagers were asked what platforms they use. The only things not surprising in this report is that YouTube and Netflix are the leading videos services. Other findings:
- Over 70% don’t read BuzzFeed, Mashable, Funny or Die, Gawker or TMZ
- 82% still use text/sms as their major form of messaging
- Pandora & iTunes still dominate over Spotify
- Only 8 percent of students reporting use of professional networking service Linkedin.
Where do teens spend their time. There is only so much Tumblr and indie blogs you can read in a day. All findings from: The Best and Worst: Media Habits of the Class of 2014.
At work we’ve started to look at customer churn rates. The focus on churn has been because of our exceptional growth month over month as we spread out across the UK. One area we’ve looked at through churn is new customer acquisition.
Instead of building our own cohort analysis tool, we’ve used one built into Mixpanel (our analytics packaged) to help get us up and running faster. One thing we had to keep in mind is stripping away repeat customers. We tend to upsell/ cross sell a lot of our customer who bought our service once and encourage them to purchase a repeat subscription. It’s always cheaper to keep a customer than acquire a new one.
cohort analysis from Mixpanel
If someone sees our ad on their work mobile (and clicks on it) but installs the app on their home mobile.
Is that a paid or organic install?
The last month I’ve been marketing our app at Mopp and understanding how it’s different than our website and different than utility or product based apps like Spotify, iTunes, Airbnb or Hailo that get used on a weekly or even a daily basis.
One area, beyond building a custom dashboard to tracks KPIs, I’ve been looking at is the issue around people who own more than one mobile device. e.g work vs personal mobile phone, smartphone vs tablet or even two tablets (home & work) and a mobile phone. The reason I’ve thought about this is because a large percent of booking we get are off mobile devices.
Even in the general world, 15% of people in 2013 own multiple mobile device (12% in 2012 & 8% in 2011). That number could reach as high as 25% by 2016. The reason this poses a challenge is because if someone sees my ad to install our app on work mobile (and clicks on the ad) but installs the app on their home mobile, we would most likely count this as an organic install. There is no guarantee that Google or Facebook will know I’ve two devices, if I keep one strictly for work and don’t connect it with my personal life. I’ve more than a few friends that live in the multi-device ownership world.
I know I’ve not figured this out or know the answer to my own questions. I’m still getting myself situated into app marketing and all the challenges that come with this growth in my job. Tracking data seems to be the easier part of this job area.. until you start asking yourself questions like above.
Having spent the last 16 months focused on ecommerce brands including Jack Wills & ASOS as well as my current job heading up performance and analytics at Mopp. I can see this shift is happening faster than we know it.
BI Intelligence has a good deck looking at the past and where the future of retail, omni-channels or otherwise, is going; eCommerce And The Future of Retail 2014.